Deck 14: Customer Relationships

Question 1

The ability to enjoy one-on-one contact with customers has always been a competitive advantage for large firms.

Answer 1

False

Question 2

An evoked set is a group of brands that a consumer is aware of but unwilling to consider as a solution to a purchase problem.

Answer 2

False

Question 3

Long-term transactional relationships with customers are fostered by good information.

Answer 3

True

Question 4

There must be a company-wide commitment to CRM concept if CRM is to be productive.

Question 5

Customer relationship management means the different things to different people.

Question 6

Lack of in-house expertise is a major justification for using outside CRM services.

Question 7

Superior customer service translates directly to customer loyalty.

Question 8

Customer satisfaction is all about providing extraordinary services to the buyer.

Question 9

The goals of a CRM program for most small firms are the complete customization of products and/or services to fit individual customer needs.

Question 10

Sales endeavors generate the second largest amount of customer contact.

Question 11

Small businesses must strive to recognize cognitive dissonance among their customers and to manage it effectively.

Question 12

Customer profiles are limited to demographic variables such as age, gender, and marital status.

Question 13

Evoked sets are features or characteristics of products or services that are used to compare brands.

Question 14

The central message of every CRM program is "Court customers for a one-time sale."

Question 15

Mac McConnell, owner of the Artful Framer Gallery in Plantation, Florida. reworked his business based on the results of a survey showed that price was a top priority and quality was last. He added a low end line and made inexpensive framing his specialty.

Question 16

Customer profiles primarily reflect demographic variables such as age, gender, and marital status, but they can also include behavioral, psychological, and sociological information.

Question 17

A consumer's recognition of a problem can be characterized as routine if the problem occurs infrequently, evolves over time, and requires much thought by the individual.

Question 18

Regardless of the nature of the business, providing exceptional customer service can give small firms a competitive edge.

Question 19

A transactional relationship is an association between a business and a customer that relates to a one-time purchase or business exchange.

Question 20

Buying or developing CRM software leads to higher customer retention.

Question 21

In the information search and evaluation stage, the firm's principal objective is to establish evaluative criteria.

Question 22

Attitudes have an indirect impact on consumer behavior.

Question 23

In general, opinion leaders are considered to be knowledgeable, visible, and exposed to mass media.

Question 24

Marketers create needs that offer unique motivations to consumers.

Question 25

Every group to which an individual belongs is a reference group for that consumer.

Question 26

An evoked set is a group of brands that a consumer is both aware of and willing to consider as a solution to a purchase problem.

Question 27

Three classes of needs-social, psychological, and spiritual-cannot be connected to behavior through motivations.

Question 28

Of all the possible outcomes from a dissatisfied customer, none are positive.

Question 29

Addressing a customer by name means very little to them.

Question 30

Consumer needs can be completely satisfied by proper customer relationship management.

Question 31

An investigation of culture with a narrow definitional boundary (e.g., by age, geographic location, etc.) is called perceptual categorization.

Question 32

Because culture drastically affects the behavior patterns and values of people, it has tremendous impact on the purchase and use of products.

Question 33

Which of the following is not a focus of modern CRM?

A) Customers rather than products
B) Changes in processes, systems, and culture
C) All channels and media involved in the marketing effort
D) Reductions in transactional relationships

Question 34

It is important to keep in touch with a customer and make a sales pitch each time.

Question 35

A brand gains market awareness once it becomes part of consumers' evoked sets.

Question 36

Post-purchase dissonance has been shown to be unrelated to customer satisfaction because it occurs after customers have satisfied their needs.

Question 37

A marketer must determine which motivations the consumer will perceive as acceptable in a given situation.

Question 38

Attitudes are forces that organize and give direction to the tension caused by unsatisfied needs.

Question 39

Post-purchase dissonance and consumer complaints are both directly related to customer satisfaction.

Question 40

Similar to a caste system, a genuine social class system does not allow for upward mobility.

Question 41

Linda is considering several colleges at which to finish her engineering teaching degree. She is in the _____ stage of the consumer decision making process.

A) information search and evaluation
B) problem recognition
C) post-purchase evaluation
D) purchase decision

Question 42

A customer's having a positive experience with a business can make all the difference in the world - it actually becomes part of the firm's _____.

A) organizational culture
B) acquisition cost
C) value equation
D) controlling mechanism

Question 43

Of the consumer options for dealing with product or service dissatisfaction, which is the only one that is desirable to the business?

A) publicly obtain legal action against the business
B) stop buying the product or service
C) take no action
D) privately complain to the business

Question 44

In which category of a customer profile would a customer's shirt size most likely be stored?

A) Customer contacts
B) Descriptive information
C) Responses to marketing stimuli
D) Transactions

Question 45

Long-term transactional relationships with customers are fostered by

A) directed advertising.
B) focused discounts.
C) good information.
D) all of these.

Question 46

Economic benefits associated with maintaining relationships with current customers include:

A) Acquisition costs for new customers are huge.
B) New customers spend more money than long-time customers.
C) Order processing costs are lower for new customers.
D) All of these.

Question 47

Sara has decided to make an offer on a particular house. She is in the _____ stage of the consumer decision making process.

A) information search and evaluation
B) problem recognition
C) post-purchase evaluation
D) purchase decision

Question 48

Information taken from warranty cards would be stored in which category of a customer profile?

A) Customer contacts
B) Descriptive information
C) Responses to marketing stimuli
D) Transactions

Question 49

Maurice has come to the conclusion that he needs increase his earning power. He is in the _____ stage of the consumer decision making process.

A) information search and evaluation
B) problem recognition
C) post-purchase evaluation
D) purchase decision

Question 50

Most customer service problems are identified by

A) personal observation.
B) outside consultants.
C) customer complaints.
D) entries in a suggestion box.

Question 51

A customer's use of a discount coupon would most likely be recorded in which category of her customer profile?

A) Customer contacts
B) Descriptive information
C) Responses to marketing stimuli
D) Transactions

Question 52

A growing number of marketers are using _____ software to form relationships with customers.

A) Microsoft Access
B) Adobe Acrobat 7.0
C) Web 2.0
D) DreamMaker 3.0

Question 53

Josh is concerned that the snacks he bought are the ones that his friends will enjoy when they come over to watch the game. He is in the _____ stage of the consumer decision making process.

A) information search and evaluation
B) problem recognition
C) post-purchase evaluation
D) purchase decision

Question 54

Mary Adams, an independent sales contractor, recently expressed her concern about having to travel extensively in her car each day to see clients. Specifically, Adams realized that the time she spent in her car was hindering her ability to be in continuous contact with important clients. She believes the purchase of a cellular phone would allow her more freedom to conduct business outside of the office. Adams has just proceeded through the _____ stage of consumer decision making.

A) purchase evaluation
B) evaluative categorization
C) problem recognition
D) cognitive dissonance

Question 55

In a very small business, the customer profiles maintained in the entrepreneur's _____ often constitute the firm's CRM "database."

A) computer
B) card file
C) head
D) shoe box

Question 56

According to consumer information-processing theory, _____ is the final stage through which consumers progress.

A) purchase decision
B) cognitive dissonance
C) post-purchase evaluation
D) evaluative categorization

Question 57

The tension that occurs immediately following a purchase is referred to as

A) cognitive dissonance.
B) post-purchase satisfaction.
C) cognitive assessment.
D) post-decisional distress.

Question 58

Which of the following is not one of the suggestions for developing extraordinary customer service?

A) Naming names
B) Customer care
C) Keeping in touch
D) "Bamboo research"

Question 59

The basic ideas forming the foundation of customer loyalty for small firms include the notion that

A) superior customer service will almost always lead directly to customer satisfaction.
B) customer satisfaction demands customer loyalty.
C) small firms possess great potential for providing superior customer service.
D) customer satisfaction is "the name of the game" for such businesses.

Question 60

All of the following are stages of consumer decision making except

A) post-purchase evaluation.
B) purchase decision.
C) problem recognition.
D) perceptual categorization.

Question 61

June has always believed that the grocery store nearby doesn't have fresh produce. This _____ may cause her to avoid the local store and shop at a store across town.

A) attitude
B) cognitive dissonance
C) motivation
D) perceptual categorization

Question 62

Erin Withers, a typical consumer, often purchases goods and services because she feels her family and fellow workers will approve of these items. Family and co-workers are _____ for this consumer.

A) reference groups
B) referral groups
C) perceptual groups
D) opinion leaders

Question 63

Kwan's desire for the spicy food of his homeland is the result of which sociological influence?

A) culture
B) opinion leaders
C) reference groups
D) social class

Question 64

Which of the following does not cause a customer to recognize a problem and desire a change?

A) A job promotion
B) The birth of a new child in a family
C) Using up the last tube of toothpaste
D) Having second thoughts about the purchase of an iPhone

Question 65

Divisions in society with different levels of social prestige are called

A) reference groups.
B) cultures.
C) social classes.
D) perceptual categories.

Question 66

Nikita's decision to buy her shoes at same shop that her favorite professor patronizes is the result of which sociological influence?

A) culture
B) opinion leaders
C) reference groups
D) social class

Question 67

Even though it is available, Bob never purchases bottled water when he is thirsty. Bob's behavior indicates that bottled water

A) does not meet Bob's evaluative criteria.
B) increases Bob's cognitive dissonance.
C) is not included in Bob's evoked set.
D) decreases Bob's perceptual categorization.

Question 68

An enduring opinion that is based on a combination of knowledge, feeling, and behavioral tendency is referred to as

A) a motivation.
B) a perception.
C) an attitude.
D) a cognition.

Question 69

Your mother prompting you to "act your age" is the result of which sociological influence?

A) culture
B) opinion leaders
C) reference groups
D) social class

Question 70

In general, a person can be an opinion leader, even if he or she is not

A) knowledgeable.
B) visible.
C) exposed to the mass media.
D) a nationally recognized public figure.

Question 71

A firm's packaging of its product to closely resemble similar competing products is an attempt to take advantage of

A) cognitive dissonance.
B) need conflicts.
C) perceptual categorization.
D) problem evaluation.

Question 72

Attending a wedding is most likely an attempt to satisfy which category of need?

A) physiological
B) psychological
C) spiritual
D) social

Question 73

A farm supply dealership promotes its products by holding demonstrations of these products on the farms of outstanding local farmers. The dealership is utilizing which sociological influence?

A) culture
B) opinion leaders
C) reference groups
D) social class

Question 74

Juan's belief that all diet sodas taste awful is an example of

A) cognitive dissonance.
B) an evoked set.
C) perceptual categorization.
D) unilateral indifference.

Question 75

The reason that a group of uniformed people walking down the street playing musical instruments is recognized as a band is the result of

A) characteristic profiling.
B) evaluative criteria.
C) perceptual categorization.
D) problem recognition.

Question 76

Groups that an individual allows to influence his or her behavior are known as

A) reference groups.
B) referral groups.
C) perceptual groups.
D) associate groups.

Question 77

Individual processes that ultimately give meaning to stimuli that confront consumers are known as

A) perceptions.
B) motivations.
C) attitudes.
D) opinions.

Question 78

Attending a prayer breakfast is most likely an attempt to satisfy which category of need?

A) physiological
B) psychological
C) spiritual
D) social

Question 79

Working out at the gym is most likely an attempt to satisfy which category of need?

A) physiological
B) psychological
C) spiritual
D) social

Question 80

Buying an expensive set of underwear is most likely an attempt to satisfy which category of need?

A) physiological
B) psychological
C) spiritual
D) social