Question 1

What is an organizational culture steeped in customer focus more likely to be?

Accepted Answer

A)  old-fashioned and traditional 
B)  subjected to high turnover because of disgruntled employees 
C)  targeting the profitability of new customers rather than trying to maintain present ones 
D)  relationship oriented rather than transaction based 
A)  old-fashioned and traditional 
B)  subjected to high turnover because of disgruntled employees 
C)  targeting the profitability of new customers rather than trying to maintain present ones 
D)  relationship oriented rather than transaction based

Question 2

Which of the following is an example of a first-level relationship marketing program?

Accepted Answer

A)  a fan club for a famous entertainer 
B)  an alumni association 
C)  a club for owners of a particular model of car 
D)  a two-for-one deal on airline tickets 
A)  a fan club for a famous entertainer 
B)  an alumni association 
C)  a club for owners of a particular model of car 
D)  a two-for-one deal on airline tickets

Question 3

What is the first priority in the decision to form a partnership?

Accepted Answer

A)  to locate companies that can add value to the relationship 
B)  to locate companies that would otherwise compete, in order to eliminate them 
C)  to locate companies that have weak management in order to pirate resources from them 
D)  to locate companies that will avoid potential monopolistic situations 
A)  to locate companies that can add value to the relationship 
B)  to locate companies that would otherwise compete, in order to eliminate them 
C)  to locate companies that have weak management in order to pirate resources from them 
D)  to locate companies that will avoid potential monopolistic situations

Question 4

Which of the following is a motive that prompt firms to enter into partnerships?

Accepted Answer

A)  creating longer distribution channels 
B)  raising barriers to entry 
C)  promoting the use of technology to facilitate customer orientation 
D)  avoiding vertical and horizontal integration 
A)  creating longer distribution channels 
B)  raising barriers to entry 
C)  promoting the use of technology to facilitate customer orientation 
D)  avoiding vertical and horizontal integration

Question 5

What does an internal marketing program attempt to create?

Accepted Answer

A)  satisfied employees 
B)  employees who view each other as competitors 
C)  firms that share resources with business partners 
D)  significant annual revenue for a company 
A)  satisfied employees 
B)  employees who view each other as competitors 
C)  firms that share resources with business partners 
D)  significant annual revenue for a company

Question 6

Discuss proactive and reactive methods used in the customer service process. How can a dissatisfied customer actually benefit a company?

Accepted Answer

Proactive customer service processes see

Question 7

Differentiate between horizontal and vertical strategic alliances.

Accepted Answer

a. Horizontal strategic alliances are fo

Question 8

What are some qualities shared by successful customer relationship management (CRM) systems?

Accepted Answer

a. They create partnerships with custome

Question 9

Why do customers prefer to have continuing relationships with businesses or suppliers?

Accepted Answer

A)  It helps the consumers in the process of benchmarking. 
B)  By nature, customers are resistant to change and prefer pre-existing relationships with businesses. 
C)  The decision-making process becomes easier with the reduction in the number of choices. 
D)  Most businesses have low switching costs which make them attractive to have continued relationships with. 
A)  It helps the consumers in the process of benchmarking. 
B)  By nature, customers are resistant to change and prefer pre-existing relationships with businesses. 
C)  The decision-making process becomes easier with the reduction in the number of choices. 
D)  Most businesses have low switching costs which make them attractive to have continued relationships with.

Question 10

The use of customer relationship management (CRM) is limited to large organizations with vast financial resources.

Accepted Answer

A) True 
 B)False

Question 11

One common characteristic of grassroots marketing is the nontraditional approach.

Accepted Answer

A) True 
 B)False

Question 12

Frequency marketing programs are promotional efforts sponsored by organizations that solicit involvement by individuals who share common interests and activities.

Accepted Answer

A) True 
 B)False

Question 13

Affinity marketing encourages stronger relationships with customers who share common interests.

Accepted Answer

A) True 
 B)False

Question 14

Database marketing is not effective in identifying potential customers as it increases the marketing and promotion costs.

Accepted Answer

A) True 
 B)False

Question 15

The gift shop at Vancouver International Airport services tourists from countries all over the world. Although sales personnel are courteous, the relationship with customers is primarily transaction based.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following is an example of affinity marketing?

Accepted Answer

A)  University of Manitoba's branded credit card 
B)  Hallmark's Gold Crown card 
C)  Petro Canada's rewards card 
D)  Air Canada's Aeroplan program 
A)  University of Manitoba's branded credit card 
B)  Hallmark's Gold Crown card 
C)  Petro Canada's rewards card 
D)  Air Canada's Aeroplan program

Question 17

Match each item to the statement or sentence listed below.
a.transaction-based marketing
b.relationship marketing
c.internal marketing
d.frequency marketing
e.affinity marketing
f.database marketing
g.application service providers (ASPs)
h.customer relationship management
i.partnership
j.co-branding
k.co-marketing
l.electronic data interchange (EDI)
m.supply chain
n.lifetime value of a customer
o.strategic alliance
p.value chain
q.web services
r.internal customers
s.seller partnership
t.national account selling
u.grassroots marketing
v.quick-response merchandising
-involves the use of software to analyze marketing information by identifying patterns and targeting messages toward specific groups of customers.

Accepted Answer

The answer of Match each item to the statement or...

Question 18

A customer would prefer to experience routinized-or even limited-decision making when it comes to product purchases.

Accepted Answer

A) True 
 B)False

Question 19

Internal marketing involves selling products to employees of the firm at a discount.

Accepted Answer

A) True 
 B)False

Question 20

Quick-response merchandising is a just-in-time strategy that reduces the time merchandise is held in inventory.

Accepted Answer

A) True 
 B)False

What is an organizational culture steeped in customer focus more likely to be?

Which of the following is an example of a first-level relationship marketing program?

What is the first priority in the decision to form a partnership?

Which of the following is a motive that prompt firms to enter into partnerships?

What does an internal marketing program attempt to create?

Discuss proactive and reactive methods used in the customer service process. How can a dissatisfied customer actually benefit a company?

Differentiate between horizontal and vertical strategic alliances.

What are some qualities shared by successful customer relationship management (CRM) systems?

Why do customers prefer to have continuing relationships with businesses or suppliers?

The use of customer relationship management (CRM) is limited to large organizations with vast financial resources.

One common characteristic of grassroots marketing is the nontraditional approach.

Frequency marketing programs are promotional efforts sponsored by organizations that solicit involvement by individuals who share common interests and activities.

Affinity marketing encourages stronger relationships with customers who share common interests.

Database marketing is not effective in identifying potential customers as it increases the marketing and promotion costs.

The gift shop at Vancouver International Airport services tourists from countries all over the world. Although sales personnel are courteous, the relationship with customers is primarily transaction based.

Which of the following is an example of affinity marketing?

A customer would prefer to experience routinized-or even limited-decision making when it comes to product purchases.

Internal marketing involves selling products to employees of the firm at a discount.

Quick-response merchandising is a just-in-time strategy that reduces the time merchandise is held in inventory.

Marketing: the Art and Science of Satisfying Customers

Strategic Planning in Contemporary Marketing

The Marketing Environment, Ethics, and Social Responsibility

Digital Marketing and Social Media: Living in the Connected World

Consumer Behaviour

Business-To-Business B2b Marketing

Serving Global Markets

Marketing Research, Decision Support Systems, and Sales Forecasting

Marketing Segmentation, Targeting, and Positioning

Product and Service Strategies

Developing and Managing Brand and Product Strategies

Marketing Channels and Supply Chain Management

Retailers, Wholesalers, and Direct Marketers

Integrated Marketing Communications, Advertising, and Digital Communications

Personal Selling and Sales Promotion

Pricing Concepts and Strategies

Filters

Exam 17: Relationship Marketing and Customer Relationship Management CRM

What is an organizational culture steeped in customer focus more likely to be?

Which of the following is an example of a first-level relationship marketing program?

What is the first priority in the decision to form a partnership?

Which of the following is a motive that prompt firms to enter into partnerships?

What does an internal marketing program attempt to create?

Discuss proactive and reactive methods used in the customer service process. How can a dissatisfied customer actually benefit a company?

Differentiate between horizontal and vertical strategic alliances.

What are some qualities shared by successful customer relationship management (CRM) systems?

Why do customers prefer to have continuing relationships with businesses or suppliers?

The use of customer relationship management (CRM) is limited to large organizations with vast financial resources.

One common characteristic of grassroots marketing is the nontraditional approach.

Frequency marketing programs are promotional efforts sponsored by organizations that solicit involvement by individuals who share common interests and activities.

Affinity marketing encourages stronger relationships with customers who share common interests.

Database marketing is not effective in identifying potential customers as it increases the marketing and promotion costs.

The gift shop at Vancouver International Airport services tourists from countries all over the world. Although sales personnel are courteous, the relationship with customers is primarily transaction based.

Which of the following is an example of affinity marketing?

A customer would prefer to experience routinized-or even limited-decision making when it comes to product purchases.

Internal marketing involves selling products to employees of the firm at a discount.

Quick-response merchandising is a just-in-time strategy that reduces the time merchandise is held in inventory.

Marketing: the Art and Science of Satisfying Customers

Strategic Planning in Contemporary Marketing

The Marketing Environment, Ethics, and Social Responsibility

Digital Marketing and Social Media: Living in the Connected World

Consumer Behaviour

Business-To-Business B2b Marketing

Serving Global Markets

Marketing Research, Decision Support Systems, and Sales Forecasting

Marketing Segmentation, Targeting, and Positioning

Product and Service Strategies

Developing and Managing Brand and Product Strategies

Marketing Channels and Supply Chain Management

Retailers, Wholesalers, and Direct Marketers

Integrated Marketing Communications, Advertising, and Digital Communications

Personal Selling and Sales Promotion

Pricing Concepts and Strategies

Filters