Question 1

Which of the following economic benefits are associated with maintaining relationships with current customers?

Accepted Answer

A)  Small increases in customer retention can translate into large increases in profits. 
B)  Existing customers spend less money than new customers. 
C)  Order processing costs are higher for current customers. 
D)  All of these are benefits associated with maintaining customer relationships. 
A)  Small increases in customer retention can translate into large increases in profits. 
B)  Existing customers spend less money than new customers. 
C)  Order processing costs are higher for current customers. 
D)  All of these are benefits associated with maintaining customer relationships. A

Question 2

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

Accepted Answer

A) True 
 B)False  False

Question 3

According to consumer decision-making process, _____ is the final stage through which consumers progress.

Accepted Answer

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

Question 4

Attending a prayer breakfast is most likely an attempt to satisfy which of the following categories of need?

Accepted Answer

A)  Physiological 
B)  Psychological 
C)  Spiritual 
D)  Social 
A)  Physiological 
B)  Psychological 
C)  Spiritual 
D)  Social

Question 5

Identify and briefly explain the signposts of extraordinary customer service.

Accepted Answer

The following are some of the more commo

Question 6

A transactional relationship is an association between a business and a customer that begins or ends with a purchase or a business exchange.

Accepted Answer

A) True 
 B)False

Question 7

Initial CRM support efforts should be made using the website because the web developers have the most customer contact.

Accepted Answer

A) True 
 B)False

Question 8

Only three classes of needs-social, psychological, and spiritual-can be connected to behavior through motivations.

Accepted Answer

A) True 
 B)False

Question 9

Information taken from warranty cards would be stored in which of the following categories of a customer profile?

Accepted Answer

A)  Personal information 
B)  Complaints 
C)  Lifestyle and psychographic data 
D)  Transaction data 
A)  Personal information 
B)  Complaints 
C)  Lifestyle and psychographic data 
D)  Transaction data

Question 10

A customer's e-mail address would most likely be stored in which of the following categories of a customer profile?

Accepted Answer

A)  Personal information 
B)  Demographics 
C)  Lifestyle and psychographic data 
D)  Transaction data 
A)  Personal information 
B)  Demographics 
C)  Lifestyle and psychographic data 
D)  Transaction data

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

Match the term with its definition
-The psychological tension or anxiety that occurs when a customer has second thoughts immediately following a purchase

Accepted Answer

A) 80/20 principle 
B) customer database 
C) customer segmentation strategy 
D) evaluative criteria 
E) evoked set
F)post-purchase dissonance
G)recency-frequency-monetary analysis
H)social classes
I)touch point
J)transactional relationship 
A) 80/20 principle 
B) customer database 
C) customer segmentation strategy 
D) evaluative criteria 
E) evoked set
F)post-purchase dissonance
G)recency-frequency-monetary analysis
H)social classes
I)touch point
J)transactional relationship

Question 13

Match the term with its definition.
-An enduring opinion based on a combination of knowledge, feelings, and behavioral tendencies

Accepted Answer

A) attitude 
B) culture 
C) customer experience management (CEM) 
D) customer lifetime value (CLV) 
E) customer relationship management (CRM)
F)motivations
G)needs
H)opinion leaders
I)perception
J)perceptual categorization
K)reference groups 
A) attitude 
B) culture 
C) customer experience management (CEM) 
D) customer lifetime value (CLV) 
E) customer relationship management (CRM)
F)motivations
G)needs
H)opinion leaders
I)perception
J)perceptual categorization
K)reference groups

Question 14

Match the term with its definition
-A process of identifying customers that fit into smaller, more homogeneous groups

Accepted Answer

A) 80/20 principle 
B) customer database 
C) customer segmentation strategy 
D) evaluative criteria 
E) evoked set
F)post-purchase dissonance
G)recency-frequency-monetary analysis
H)social classes
I)touch point
J)transactional relationship 
A) 80/20 principle 
B) customer database 
C) customer segmentation strategy 
D) evaluative criteria 
E) evoked set
F)post-purchase dissonance
G)recency-frequency-monetary analysis
H)social classes
I)touch point
J)transactional relationship

Question 15

Julie's preference for a certain style of barbecue developed in her state is the result of which of the following sociological influences?

Accepted Answer

A)  Culture 
B)  Opinion leaders 
C)  Reference groups 
D)  Social class 
A)  Culture 
B)  Opinion leaders 
C)  Reference groups 
D)  Social class

Question 16

How can technology improve customer relationships?

Accepted Answer

Analytical technologies-from basic sprea

Question 17

In general, opinion leaders are knowledgeable, visible, and have exposure in the mass media.

Accepted Answer

A) True 
 B)False

Question 18

Small businesses must strive to understand post-purchase dissonance among their customers and to manage it effectively.

Accepted Answer

A) True 
 B)False

Question 19

Regina is so satisfied with her pharmacist that she refers her friends and colleagues, providing a(n) _____ benefit of maintaining relationships with current customers.

Accepted Answer

A)  economic 
B)  marketing 
C)  psychological 
D)  social 
A)  economic 
B)  marketing 
C)  psychological 
D)  social

Question 20

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

Accepted Answer

A) True 
 B)False

Exam 14: Building Customer Relationships

Which of the following economic benefits are associated with maintaining relationships with current customers?

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

According to consumer decision-making process, _____ is the final stage through which consumers progress.

Attending a prayer breakfast is most likely an attempt to satisfy which of the following categories of need?

Identify and briefly explain the signposts of extraordinary customer service.

A transactional relationship is an association between a business and a customer that begins or ends with a purchase or a business exchange.

Initial CRM support efforts should be made using the website because the web developers have the most customer contact.

Only three classes of needs-social, psychological, and spiritual-can be connected to behavior through motivations.

Information taken from warranty cards would be stored in which of the following categories of a customer profile?

A customer's e-mail address would most likely be stored in which of the following categories of a customer profile?

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

Match the term with its definition -The psychological tension or anxiety that occurs when a customer has second thoughts immediately following a purchase

Match the term with its definition. -An enduring opinion based on a combination of knowledge, feelings, and behavioral tendencies

Match the term with its definition -A process of identifying customers that fit into smaller, more homogeneous groups

Julie's preference for a certain style of barbecue developed in her state is the result of which of the following sociological influences?

How can technology improve customer relationships?

In general, opinion leaders are knowledgeable, visible, and have exposure in the mass media.

Small businesses must strive to understand post-purchase dissonance among their customers and to manage it effectively.

Regina is so satisfied with her pharmacist that she refers her friends and colleagues, providing a(n) _____ benefit of maintaining relationships with current customers.

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

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