Question 1

It's often easier to re-attract ex-customers than to find new ones because the company knows their names and histories.

Accepted Answer

A) True 
 B)False

Question 2

The aim of customer relationship management is to maximize customer ________.

Accepted Answer

A) integrity 
B) loyalty 
C) innovation 
D) liability 
E) equity 
A) integrity 
B) loyalty 
C) innovation 
D) liability 
E) equity

Question 3

Which of the following is the first step in customer value analysis?

Accepted Answer

A) Examine how customers in a specific segment rate the company's performance. 
B) Assess the company's and competitors' performances on the different customer values against their rated importance. 
C) Identify the major attributes and benefits that customers value. 
D) Monitor customer values over time. 
E) Assess the quantitative importance of the different attributes and benefits. 
A) Examine how customers in a specific segment rate the company's performance. 
B) Assess the company's and competitors' performances on the different customer values against their rated importance. 
C) Identify the major attributes and benefits that customers value. 
D) Monitor customer values over time. 
E) Assess the quantitative importance of the different attributes and benefits.

Question 4

The process of building,maintaining,and using customer databases and other databases for the purpose of contacting,transacting,and building customer relationships is called ________.

Accepted Answer

A) data warehousing 
B) data mining 
C) database marketing 
D) participatory marketing 
E) permission marketing 
A) data warehousing 
B) data mining 
C) database marketing 
D) participatory marketing 
E) permission marketing

Question 5

Create a value proposition for cell phone manufacturer LZT.

Accepted Answer

Student answers may vary.
LZT'

Question 6

Bicycle store 2Wheels wants to maximize sales from each customer.The marketing team suggests that 2Wheels uses cross-selling techniques.How can the company implement this technique?

Accepted Answer

2Wheels can use cross-selling

Question 7

It is difficult to collect the right data,especially to capture all the occasions of company interaction with ______________.

Accepted Answer

A) individual suppliers 
B) individual demands 
C) individual complaints 
D) individual customers 
E) individual regulators 
A) individual suppliers 
B) individual demands 
C) individual complaints 
D) individual customers 
E) individual regulators

Question 8

Satisfied customers constitute the company's ________.

Accepted Answer

A) customer relationship capital 
B) customer churn 
C) target audience 
D) high-value customers 
E) customer touch points 
A) customer relationship capital 
B) customer churn 
C) target audience 
D) high-value customers 
E) customer touch points

Question 9

Total customer satisfaction is measured based on the relationship of ________.

Accepted Answer

A) expected value and total customer benefit 
B) perceived performance and expectation 
C) advertised outcomes and real outcomes 
D) past experience and present experience 
E) customer attitude and salesperson's attitude 
A) expected value and total customer benefit 
B) perceived performance and expectation 
C) advertised outcomes and real outcomes 
D) past experience and present experience 
E) customer attitude and salesperson's attitude

Question 10

In which of the following cases is building a database worthwhile for the company?

Accepted Answer

A) where the product is a once-in-a-lifetime purchase 
B) where customers show little loyalty to a brand 
C) where the company wishes to reactivate customer purchases 
D) where the unit sale is very small 
E) where the cost of gathering the information is high 
A) where the product is a once-in-a-lifetime purchase 
B) where customers show little loyalty to a brand 
C) where the company wishes to reactivate customer purchases 
D) where the unit sale is very small 
E) where the cost of gathering the information is high

Question 11

The final step of customer value analysis is to ________.

Accepted Answer

A) identify the major attributes and benefits that customers value 
B) assess the company's and competitors' performances on the different customer values against their rated importance 
C) examine how customers in a specific segment rate the company's performance 
D) monitor customer values over time 
E) assess the quantitative importance of the different attributes and benefits 
A) identify the major attributes and benefits that customers value 
B) assess the company's and competitors' performances on the different customer values against their rated importance 
C) examine how customers in a specific segment rate the company's performance 
D) monitor customer values over time 
E) assess the quantitative importance of the different attributes and benefits

Question 12

Which of the following statements demonstrates behavioral loyalty towards a brand?

Accepted Answer

A) 2Wheels has very customer-friendly return policies for its products. 
B) I always buy 2Wheels products when I'm looking for bike accessories. 
C) Most of my friends agree that 2Wheels is the best place for durable biking gear. 
D) 2Wheels has the friendliest customer service people I've ever met. 
E) I think that 2Wheels products are the highest-quality products in their price range. 
A) 2Wheels has very customer-friendly return policies for its products. 
B) I always buy 2Wheels products when I'm looking for bike accessories. 
C) Most of my friends agree that 2Wheels is the best place for durable biking gear. 
D) 2Wheels has the friendliest customer service people I've ever met. 
E) I think that 2Wheels products are the highest-quality products in their price range.

Question 13

A ________ is simply a set of names,addresses,and telephone numbers.

Accepted Answer

A) customer database 
B) customer mailing list 
C) customer-performance scorecard 
D) customer profitability analysis 
E) customer-value hierarchy 
A) customer database 
B) customer mailing list 
C) customer-performance scorecard 
D) customer profitability analysis 
E) customer-value hierarchy

Question 14

________ is the perceived monetary value of the bundle of economic,functional,and psychological benefits customers expect from a given market offering.

Accepted Answer

A) Total customer cost 
B) Total customer benefit 
C) Total benefits of ownership 
D) Value proposition 
E) Value delivery system 
A) Total customer cost 
B) Total customer benefit 
C) Total benefits of ownership 
D) Value proposition 
E) Value delivery system

Question 15

In the modern customer-oriented organizational chart,which of the following is considered to be at the top of the organizational pyramid?

Accepted Answer

A) sales 
B) top management 
C) front-line people 
D) customers 
E) middle management 
A) sales 
B) top management 
C) front-line people 
D) customers 
E) middle management

Question 16

Explain "Win-Backs" in detail.

Accepted Answer

Regardless of the nature of the category

Question 17

The value delivery system includes all the experiences the customer will have on the way to obtaining and using the offering.

Accepted Answer

A) True 
 B)False

Question 18

TBS Bikes has recently introduced a series of bikes called Surami.The core positioning of TBS Bikes is "speed".Surami is a five-gear bike and apart from speed,the company promises to include other features such as safety,good performance,and pollution control features.This describes the ________ of the bike.

Accepted Answer

A) total customer cost 
B) customer-perceived value 
C) value-delivery system 
D) value proposition 
E) total customer benefit 
A) total customer cost 
B) customer-perceived value 
C) value-delivery system 
D) value proposition 
E) total customer benefit

Question 19

________ is the difference between the prospective customer's evaluation of all the benefits and all the costs of an offering and the perceived alternatives.

Accepted Answer

A) Perceived usefulness 
B) Failure avoidance rate 
C) Total customer benefit 
D) Customer-perceived value 
E) Competitors' market share rate 
A) Perceived usefulness 
B) Failure avoidance rate 
C) Total customer benefit 
D) Customer-perceived value 
E) Competitors' market share rate

Question 20

Conformance quality and performance quality are identical in the marketing sense.

Accepted Answer

A) True 
 B)False

Exam 5: Creating Customer Value,satisfaction,and Loyalty

It's often easier to re-attract ex-customers than to find new ones because the company knows their names and histories.

The aim of customer relationship management is to maximize customer ________.

Which of the following is the first step in customer value analysis?

The process of building,maintaining,and using customer databases and other databases for the purpose of contacting,transacting,and building customer relationships is called ________.

Create a value proposition for cell phone manufacturer LZT.

Bicycle store 2Wheels wants to maximize sales from each customer.The marketing team suggests that 2Wheels uses cross-selling techniques.How can the company implement this technique?

It is difficult to collect the right data,especially to capture all the occasions of company interaction with ______________.

Satisfied customers constitute the company's ________.

Total customer satisfaction is measured based on the relationship of ________.

In which of the following cases is building a database worthwhile for the company?

The final step of customer value analysis is to ________.

Which of the following statements demonstrates behavioral loyalty towards a brand?

A ________ is simply a set of names,addresses,and telephone numbers.

________ is the perceived monetary value of the bundle of economic,functional,and psychological benefits customers expect from a given market offering.

In the modern customer-oriented organizational chart,which of the following is considered to be at the top of the organizational pyramid?

Explain "Win-Backs" in detail.

The value delivery system includes all the experiences the customer will have on the way to obtaining and using the offering.

________ is the difference between the prospective customer's evaluation of all the benefits and all the costs of an offering and the perceived alternatives.

Conformance quality and performance quality are identical in the marketing sense.

Defining Marketing for the New Realities

Developing Marketing Strategies and Plans

Gathering Information and Forecasting Demand

Conducting Marketing Research

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Competitive Dynamics

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Marketing Channels and Value Networks

Managing Retailing,wholesaling,and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, sales Promotions, events, and Public Relations

Managing Digital Communications: Online, social Media, and Mobile

Managing Personal Communications: Direct and Database Marketing and Personal Selling

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization

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