Exam 11: Relationship Marketing and Customer Relationship Management (CRM)

A video renting outlet offers free movies for customers,if they rent a certain number of movies within a specified time periods,in order to encourage them to spend more on renting movies from the outlet.This type of marketing strategy is an example of _____.

Clayten technologies has set up a sales team exclusively to serve one of its clients who account for a major share of its business.This strategy is an example of:

Which of the following is true of relationship marketing?

The customer lifetime for a consumer product,such as microwave,will be longer compared to that of expensive products such as automobiles.

Revenues and intangible benefits such as referrals and feedback a consumer brings to the seller over an average period of their relationship,less the amount the company must spend to acquire,market to,and service the customer is known as the _____.

A food manufacturing company that has just entered into the market is trying to attract potential customers through marketing strategies that are unconventional,nontraditional,and extremely flexible.The company has a relatively small budget for marketing its products.Which of the following marketing strategies is most likely being used by this company?

Which of the following marketing exchanges is most likely to be transaction-based?

Marketers can use grassroots marketing approach to develop long-lasting,individual relationships with loyal customers.

_____ involves buyer seller exchanges characterized by limited communications and little or no ongoing relationship between the parties.

_____ is a combination of strategies and tools that drives relationship programs,reorienting the entire organization to a concentrated focus on satisfying consumers.

_____ are platform-independent information exchange systems that use the Internet to allow interaction between the firms.

Research alliances between for-profit firms and colleges and universities are examples of lateral partnerships.

In the context of the relationship marketing continuum,the first-level relationship marketing programs typically rely on pricing and other financial incentives to motivate the customer into a buying relationship with a vendor.

An internal partnership consists of a relationship that involves long-term exchanges of goods or services in return for cash.

The term customer relationship management refers to a combination of strategies and tools that attempts to:

A successful customer relationship management system reorganizes the business processes to deliver superior value to the customers by:

The term "internal partnership" refers to the relationship of an organization that involves:

When partners in a strategic alliance form a new business unit in which each takes an ownership position,they have created a:

_____ are marketing efforts that connect directly with existing and potential customers through nonmainstream channels.

The use of national account selling technique helps a business to strengthen its buyer-seller relationship.