Exam 14: Building Customer Relationships

A winery promotes its products by holding wine tastings at the restaurants of outstanding local chefs. The winery is utilizing which of the following sociological influences?

The individual processes that give meaning to the stimuli confronting consumers are a(n)

Match the term with its definition. -Behavioral patterns and values that characterize a group of consumers in a target market

Which of the following statements is true about Yelp?

Phil Knight, founder of Nike, used which of the following marketing strategies to establish his brand?

June has always believed that the resale furniture store doesn't have quality furniture because the furniture has been used by others. This _____ may cause her to avoid the store and shop at a store specializing in new furniture across town.

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

Match the term with its definition. -The individual processes that give meaning to the stimuli confronting consumers

Nikita's decision to buy her shoes at the same shop that her boss patronizes is the result of which of the following sociological influences?

Aly'an is a country music band that has a new CD and is gaining a fan base. The band wants to connect with their fans, increase CD sales, and perform more shows. What are tools they could use to drive more people to their website?

Mary, an independent sales representative, is hindered in her ability to be in contact with clients because of dropped calls on her cell phone. Her decision to purchase a cellular booster for her phone shows that Mary has just proceeded through the _____ stage of consumer decision making.

How can a customer database be used to identify a company's best customers?

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

Lack of internal expertise is a major justification for using outside CRM services.

What should entrepreneurs understand about sociological influences on customers?

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

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

What information is typically included in a customer database?

Attitudes have an indirect impact on consumer behavior.

In the information search and evaluation stage, the firm's principal objective is to gain market awareness.