Question 1

Which of the following is an example of a service that involves continuous delivery without a formal relationship?

Accepted Answer

A) Police protection 
B) Movie theater 
C) Restaurant 
D) Banking 
E) Insurance 
A) Police protection 
B) Movie theater 
C) Restaurant 
D) Banking 
E) Insurance A

Question 2

Which of the following is NOT one of the advantages to incremental profits of a loyal customer?

Accepted Answer

A) Profit from increased purchases. 
B) Profit from decreased advertising. 
C) Profit from reduced operating costs. 
D) Profit from referrals to other customers. 
E) Profit from price premiums. 
A) Profit from increased purchases. 
B) Profit from decreased advertising. 
C) Profit from reduced operating costs. 
D) Profit from referrals to other customers. 
E) Profit from price premiums. B

Question 3

Define loyalty in a service context.

Accepted Answer

Loyalty is a customer's willingness to continue patronizing a firm over the long-term, preferably exclusively, and recommending the firm's products to others.

Question 4

DHL's less powerful accounts generate significantly lower profitability than their major accounts.

Accepted Answer

A) True 
 B)False

Question 5

Describe the "Iron" customer segment discussed by Zeithaml, Rust, and Lemon.

Accepted Answer

These are the bulk of the cust

Question 6

Good relationships start with a good fit between customer needs and company capabilities.

Accepted Answer

A) True 
 B)False

Question 7

Discuss the framework of the five key processes involved in a CRM strategy.

Accepted Answer

The first key process is strategy develo

Question 8

Describe the difference between miles and points on British Airways.

Accepted Answer

Miles refer to distance flown

Question 9

Why do firms benefit from a price premium with loyal customers?

Accepted Answer

New customers often benefit fr

Question 10

Define total relationship marketing.

Accepted Answer

Marketing based on relationships, networ

Question 11

Which of the following is NOT one of the key strategies used to reduce customer defections?

Accepted Answer

A) Eliminate nuisance customers. 
B) Address key churn drivers. 
C) Implement effective complaint handling and service recovery procedures. 
D) Increase switching costs. 
E) Analyze customer defections and monitor declining accounts. 
A) Eliminate nuisance customers. 
B) Address key churn drivers. 
C) Implement effective complaint handling and service recovery procedures. 
D) Increase switching costs. 
E) Analyze customer defections and monitor declining accounts.

Question 12

Vanguard Group is very careful about acquiring the right type of customer.

Accepted Answer

A) True 
 B)False

Question 13

What three psychological effects do Dowling and Uncles argue that marketers need to examine?

Accepted Answer

A) Make versus buy decision; where buyers shop; how much buyers spend 
B) Brand loyalty versus deal loyalty; where buyers shop; how much buyers spend 
C) Brand loyalty versus deal loyalty; how buyers value rewards; timing 
D) Make versus buy decision; how buyers value rewards; timing 
E) Make versus buy decision; how buyers value rewards; how much buyers spend 
A) Make versus buy decision; where buyers shop; how much buyers spend 
B) Brand loyalty versus deal loyalty; where buyers shop; how much buyers spend 
C) Brand loyalty versus deal loyalty; how buyers value rewards; timing 
D) Make versus buy decision; how buyers value rewards; timing 
E) Make versus buy decision; how buyers value rewards; how much buyers spend

Question 14

Many service firms put too much emphasis on value without enough consideration of the number of customers they will serve.

Accepted Answer

A) True 
 B)False

Question 15

As service companies grow larger and make increasing use of technologies such as interactive Web sites and self-service equipment, maintaining meaningful relationships with customers becomes less significant of a marketing challenge.

Accepted Answer

A) True 
 B)False

Question 16

The term ____________ has been widely used to describe repeated transactions that form a relationship between the buyer and the supplier.

Accepted Answer

A) relational services 
B) relationship renewal 
C) relationship justification 
D) relationship management 
E) relationship marketing 
A) relational services 
B) relationship renewal 
C) relationship justification 
D) relationship management 
E) relationship marketing

Question 17

A membership relationship is a formalized relationship between the firm and an identifiable customer that may offer special benefits to both parties.

Accepted Answer

A) True 
 B)False

Question 18

Discuss how tiering helps a leading U.S. market research agency better understand its customers.

Accepted Answer

This agency uses the four-tier pyramid s

Question 19

Which of the following is one of the types of relational marketing?

Accepted Answer

A) Database marketing 
B) Transactional marketing 
C) Corporate marketing 
D) B2B marketing 
E) B2C marketing 
A) Database marketing 
B) Transactional marketing 
C) Corporate marketing 
D) B2B marketing 
E) B2C marketing

Question 20

Which of the following is NOT an aspect of ING Direct's no-frills strategy?

Accepted Answer

A) High interest rates 
B) Offers only a handful of basic products 
C) Lures low-maintenance customers 
D) Firing customers who don't fit the profile 
E) Increased contact with the bank 
A) High interest rates 
B) Offers only a handful of basic products 
C) Lures low-maintenance customers 
D) Firing customers who don't fit the profile 
E) Increased contact with the bank

Which of the following is an example of a service that involves continuous delivery without a formal relationship?

Which of the following is NOT one of the advantages to incremental profits of a loyal customer?

Define loyalty in a service context.

DHL's less powerful accounts generate significantly lower profitability than their major accounts.

Describe the "Iron" customer segment discussed by Zeithaml, Rust, and Lemon.

Good relationships start with a good fit between customer needs and company capabilities.

Discuss the framework of the five key processes involved in a CRM strategy.

Describe the difference between miles and points on British Airways.

Why do firms benefit from a price premium with loyal customers?

Define total relationship marketing.

Which of the following is NOT one of the key strategies used to reduce customer defections?

Vanguard Group is very careful about acquiring the right type of customer.

What three psychological effects do Dowling and Uncles argue that marketers need to examine?

Many service firms put too much emphasis on value without enough consideration of the number of customers they will serve.

As service companies grow larger and make increasing use of technologies such as interactive Web sites and self-service equipment, maintaining meaningful relationships with customers becomes less significant of a marketing challenge.

The term ____________ has been widely used to describe repeated transactions that form a relationship between the buyer and the supplier.

A membership relationship is a formalized relationship between the firm and an identifiable customer that may offer special benefits to both parties.

Discuss how tiering helps a leading U.S. market research agency better understand its customers.

Which of the following is one of the types of relational marketing?

Which of the following is NOT an aspect of ING Direct's no-frills strategy?

New Perspectives on Marketing in the Service Economy

Consumer Behavior in a Services Context

Positioning Services in Competitive Markets

Developing Service Products: Core and Supplementary Elements C

Distributing Services through Physical and Electronic Channels

Setting Prices and Implementing Revenue Management

Promoting Services and Educating Customers

Designing and Managing Service Processes

Balancing Demand and Productive Capacity

Crafting the Service Environment

Managing People for Service Advantage

Complaint Handling and Service Recovery

Improving Service Quality and Productivity

Striving for Service Leadership

Filters

Exam 12: Managing Relationships and Building Loyalty

Which of the following is an example of a service that involves continuous delivery without a formal relationship?

Which of the following is NOT one of the advantages to incremental profits of a loyal customer?

Define loyalty in a service context.

DHL's less powerful accounts generate significantly lower profitability than their major accounts.

Describe the "Iron" customer segment discussed by Zeithaml, Rust, and Lemon.

Good relationships start with a good fit between customer needs and company capabilities.

Discuss the framework of the five key processes involved in a CRM strategy.

Describe the difference between miles and points on British Airways.

Why do firms benefit from a price premium with loyal customers?

Define total relationship marketing.

Which of the following is NOT one of the key strategies used to reduce customer defections?

Vanguard Group is very careful about acquiring the right type of customer.

What three psychological effects do Dowling and Uncles argue that marketers need to examine?

Many service firms put too much emphasis on value without enough consideration of the number of customers they will serve.

As service companies grow larger and make increasing use of technologies such as interactive Web sites and self-service equipment, maintaining meaningful relationships with customers becomes less significant of a marketing challenge.

The term ____________ has been widely used to describe repeated transactions that form a relationship between the buyer and the supplier.

A membership relationship is a formalized relationship between the firm and an identifiable customer that may offer special benefits to both parties.

Discuss how tiering helps a leading U.S. market research agency better understand its customers.

Which of the following is one of the types of relational marketing?

Which of the following is NOT an aspect of ING Direct's no-frills strategy?

New Perspectives on Marketing in the Service Economy

Consumer Behavior in a Services Context

Positioning Services in Competitive Markets

Developing Service Products: Core and Supplementary Elements C

Distributing Services through Physical and Electronic Channels

Setting Prices and Implementing Revenue Management

Promoting Services and Educating Customers

Designing and Managing Service Processes

Balancing Demand and Productive Capacity

Crafting the Service Environment

Managing People for Service Advantage

Complaint Handling and Service Recovery

Improving Service Quality and Productivity

Striving for Service Leadership

Filters