Question 1

In the loyalty ladder, what are Suspects?

Accepted Answer

A)  This is warm lead. 
B)  He is one who has actually bought your product/service. 
C)  Are not yet interested in your products or services 
D)  They are regular customers. 
A)  This is warm lead. 
B)  He is one who has actually bought your product/service. 
C)  Are not yet interested in your products or services 
D)  They are regular customers.

Question 2

To move gold customers to platinum customers (as per the customer profitability pyramid) which of the following are not the suggested strategies?

Accepted Answer

A)  Become a full service provider 
B)  Provide outsourcing 
C)  Decrease brand impact 
D)  Create structural bonds 
A)  Become a full service provider 
B)  Provide outsourcing 
C)  Decrease brand impact 
D)  Create structural bonds

Question 3

According to Narayandas (2005), those B2B customers which tend to be prestigious accounts that were acquired to build credibility by luring them with very low cost or even free services are known as______________

Accepted Answer

A)  partners. 
B)  commodity buyers. 
C)  underperformers. 
D)  most valuable customers. 
A)  partners. 
B)  commodity buyers. 
C)  underperformers. 
D)  most valuable customers.

Question 4

The analysis of consumer databases to look for possible new relationships that can provide direction for innovative customer relationship strategies is called _______

Accepted Answer

A)  data searching. 
B)  data analysis. 
C)  data surfing. 
D)  data mining. 
A)  data searching. 
B)  data analysis. 
C)  data surfing. 
D)  data mining.

Question 5

Some companies adjust for different customers by using different pricing and venues; this is called _________

Accepted Answer

A)  compatibility management. 
B)  consumer management. 
C)  franchise management. 
D)  marketing management. 
A)  compatibility management. 
B)  consumer management. 
C)  franchise management. 
D)  marketing management.

Question 6

What is not necessarily a defining characteristic of a customer, from the perspective of the company?

Accepted Answer

A)  That the customer is one who has actually bought the product/service. 
B)  That the company must aim to enhance that individual's (or company's) purchase frequency and volume over time. 
C)  That the customer is always good and beneficial for the company. 
D)  All of the options given are correct. 
A)  That the customer is one who has actually bought the product/service. 
B)  That the company must aim to enhance that individual's (or company's) purchase frequency and volume over time. 
C)  That the customer is always good and beneficial for the company. 
D)  All of the options given are correct.

Question 7

As per Kotler (2003) the two ways to strengthen customer retention are

Accepted Answer

A)  switching barriers, increase satisfaction. 
B)  switching barriers, increase spends. 
C)  entry barriers, increase satisfaction. 
D)  exit barriers, increase satisfaction. 
A)  switching barriers, increase satisfaction. 
B)  switching barriers, increase spends. 
C)  entry barriers, increase satisfaction. 
D)  exit barriers, increase satisfaction.

Question 8

Loyalty schemes can reasonably be expected to do several things for the companies that use them (Nunes and Dreze, 2006). Which of the following is not one of the benefits of loyalty schemes?

Accepted Answer

A)  Keep customers from defecting. 
B)  Win a greater share of the wallet. 
C)  Create competition. 
D)  Prompt customers to make additional purchases. 
A)  Keep customers from defecting. 
B)  Win a greater share of the wallet. 
C)  Create competition. 
D)  Prompt customers to make additional purchases.

Question 9

What all needs to be considered while determining customer equity test?

Accepted Answer

A)  Each customer's expected contribution to offset the company's fixed costs over their expected lifetime 
B)  Expected contributions to net present value are discounted. 
C)  Add together all of the discounted expected contributions across all of the company's current customers. 
D)  All of the options given are correct. 
A)  Each customer's expected contribution to offset the company's fixed costs over their expected lifetime 
B)  Expected contributions to net present value are discounted. 
C)  Add together all of the discounted expected contributions across all of the company's current customers. 
D)  All of the options given are correct.

Question 10

What is the best strategy in terms of data collection?

Accepted Answer

A)  Relying on raw data rather than really observing and getting to know the customers 
B)  Asking customers for information 
C)  Combining both transaction data with human data 
D)  Data for the sake of data 
A)  Relying on raw data rather than really observing and getting to know the customers 
B)  Asking customers for information 
C)  Combining both transaction data with human data 
D)  Data for the sake of data

Question 11

Companies that are building databases to focus on customers' transactions are missing what important information?

Accepted Answer

A)  Consumer purchases 
B)  Interactions with the industry 
C)  Demographics 
D)  Historical information 
A)  Consumer purchases 
B)  Interactions with the industry 
C)  Demographics 
D)  Historical information

Question 12

In the loyalty ladder, what are prospects?

Accepted Answer

A)  This is warm lead. 
B)  He is one who has actually bought your product/service. 
C)  Are not yet interested in your products or services 
D)  They are regular customers. 
A)  This is warm lead. 
B)  He is one who has actually bought your product/service. 
C)  Are not yet interested in your products or services 
D)  They are regular customers.

Question 13

________is the present value of future profits that will accrue from customers' lifetime purchase.

Accepted Answer

A)  ABCD 
B)  CLV 
C)  CTLV 
D)  CVLT 
A)  ABCD 
B)  CLV 
C)  CTLV 
D)  CVLT

Question 14

The development of long-term and intimate relationships between buyers and sellers is called ________

Accepted Answer

A)  relationship marketing. 
B)  long-term marketing. 
C)  strategic marketing. 
D)  continuous marketing. 
A)  relationship marketing. 
B)  long-term marketing. 
C)  strategic marketing. 
D)  continuous marketing.

Question 15

What does BDAI stand for?

Accepted Answer

A)  Big data analysis interaction 
B)  Big database analytical inflation 
C)  Best data analytical intelligence 
D)  Big data analytical intelligence 
A)  Big data analysis interaction 
B)  Big database analytical inflation 
C)  Best data analytical intelligence 
D)  Big data analytical intelligence

In the loyalty ladder, what are Suspects?

To move gold customers to platinum customers (as per the customer profitability pyramid) which of the following are not the suggested strategies?

According to Narayandas (2005), those B2B customers which tend to be prestigious accounts that were acquired to build credibility by luring them with very low cost or even free services are known as______________

The analysis of consumer databases to look for possible new relationships that can provide direction for innovative customer relationship strategies is called _______

Some companies adjust for different customers by using different pricing and venues; this is called _________

What is not necessarily a defining characteristic of a customer, from the perspective of the company?

As per Kotler (2003) the two ways to strengthen customer retention are

Loyalty schemes can reasonably be expected to do several things for the companies that use them (Nunes and Dreze, 2006). Which of the following is not one of the benefits of loyalty schemes?

What all needs to be considered while determining customer equity test?

What is the best strategy in terms of data collection?

Companies that are building databases to focus on customers' transactions are missing what important information?

In the loyalty ladder, what are prospects?

________is the present value of future profits that will accrue from customers' lifetime purchase.

The development of long-term and intimate relationships between buyers and sellers is called ________

What does BDAI stand for?

Strategic Marketing: Analysis, Perspectives, and Blueprint

Environmental and Internal Analysis: Market Information and Intelligence

Strategic Marketing Decisions, Choices, and Mistakes

Segmentation, Targeting, and Positioning Strategies

Branding Strategies

Product Innovation and Development Strategies

Service Marketing Strategies

Pricing and Distribution Strategies

Marketing Communications

Social and Ethical Strategies

Strategy Implementation and Control

Strategy and Metrics

Filters

Exam 6: Relational and Sustainability Strategies

In the loyalty ladder, what are Suspects?

To move gold customers to platinum customers (as per the customer profitability pyramid) which of the following are not the suggested strategies?

According to Narayandas (2005), those B2B customers which tend to be prestigious accounts that were acquired to build credibility by luring them with very low cost or even free services are known as______________

The analysis of consumer databases to look for possible new relationships that can provide direction for innovative customer relationship strategies is called _______

Some companies adjust for different customers by using different pricing and venues; this is called _________

What is not necessarily a defining characteristic of a customer, from the perspective of the company?

As per Kotler (2003) the two ways to strengthen customer retention are

Loyalty schemes can reasonably be expected to do several things for the companies that use them (Nunes and Dreze, 2006). Which of the following is not one of the benefits of loyalty schemes?

What all needs to be considered while determining customer equity test?

What is the best strategy in terms of data collection?

Companies that are building databases to focus on customers' transactions are missing what important information?

In the loyalty ladder, what are prospects?

________is the present value of future profits that will accrue from customers' lifetime purchase.

The development of long-term and intimate relationships between buyers and sellers is called ________

What does BDAI stand for?

Strategic Marketing: Analysis, Perspectives, and Blueprint

Environmental and Internal Analysis: Market Information and Intelligence

Strategic Marketing Decisions, Choices, and Mistakes

Segmentation, Targeting, and Positioning Strategies

Branding Strategies

Product Innovation and Development Strategies

Service Marketing Strategies

Pricing and Distribution Strategies

Marketing Communications

Social and Ethical Strategies

Strategy Implementation and Control

Strategy and Metrics

Filters