Question 1

The easiest area of the balanced scorecard to measure quantitatively is innovation and learning.

Accepted Answer

A) True 
 B)False

Question 2

The customer equity model illustrates how:

Accepted Answer

A)  Customer equity is influenced by value equity,brand equity and relationship equity 
B)  Interactive marketing,external marketing and internal marketing are interrelated 
C)  To identify unexpected service encounters 
D)  Customer equity leads to more efficient defensive marketing 
E)  Organizations can more effectively monitor customer churn 
A)  Customer equity is influenced by value equity,brand equity and relationship equity 
B)  Interactive marketing,external marketing and internal marketing are interrelated 
C)  To identify unexpected service encounters 
D)  Customer equity leads to more efficient defensive marketing 
E)  Organizations can more effectively monitor customer churn

Question 3

Companies sometimes aim too high in setting improvement targets for nonfinancial measures of performance.Managers tend to make mistakes in this area by assuming:

Accepted Answer

A)  Leading and lagging variables do not influence time utility 
B)  Qualitative metrics are more telling than quantitative metrics 
C)  100 percent customer satisfaction is the only important goal 
D)  Statistical reliability and statistical validity are always important 
E)  The improvement of non-financial measures leads to offensive marketing 
A)  Leading and lagging variables do not influence time utility 
B)  Qualitative metrics are more telling than quantitative metrics 
C)  100 percent customer satisfaction is the only important goal 
D)  Statistical reliability and statistical validity are always important 
E)  The improvement of non-financial measures leads to offensive marketing

Question 4

How have companies traditionally measured their performance?

Accepted Answer

On the bas

Question 5

The _____ is a set of measures that gives top managers a fast,but comprehensive view of the business.It complements financial measures with operational measures of customer satisfaction,internal processes and the organization's innovation and improvement activities.

Accepted Answer

A)  Lifetime value of a customer 
B)  Multi-measure quality indicator 
C)  Balanced performance scorecard 
D)  FOCI satisfaction ratio 
E)  Benchmark of augmented success 
A)  Lifetime value of a customer 
B)  Multi-measure quality indicator 
C)  Balanced performance scorecard 
D)  FOCI satisfaction ratio 
E)  Benchmark of augmented success

Question 6

The benefits of offensive marketing have been documented through the use of:

Accepted Answer

A)  PIMS (profit impact of marketing strategy) 
B)  Multiple regression analysis 
C)  Return on investment (ROI)analysis 
D)  Financial ratios 
E)  All of the above 
A)  PIMS (profit impact of marketing strategy) 
B)  Multiple regression analysis 
C)  Return on investment (ROI)analysis 
D)  Financial ratios 
E)  All of the above

Question 7

The owner of Fiori Flower and Gift Shop has noticed a gradual decline in its number of customers over the last three years.The owner suspects that it is experiencing _____ due to the recent opening of a Kroger supermarket in the community.

Accepted Answer

A)  Customer defection 
B)  Customer empowerment 
C)  An ethical dilemma 
D)  Customer autonomizing 
E)  Customerization 
A)  Customer defection 
B)  Customer empowerment 
C)  An ethical dilemma 
D)  Customer autonomizing 
E)  Customerization

Question 8

Offensive marketing effects involve market share,reputation and:

Accepted Answer

A)  Word-of-mouth communication 
B)  Vertical integration 
C)  Price premiums 
D)  High purchase volumes 
E)  Geodemographic segmentation 
A)  Word-of-mouth communication 
B)  Vertical integration 
C)  Price premiums 
D)  High purchase volumes 
E)  Geodemographic segmentation

Question 9

A service firm that calculates the long-term value of a customer is looking at the _____ in its balanced performance scorecard.

Accepted Answer

A)  Competitor perspective 
B)  Customer perspective 
C)  Financial measures 
D)  Innovation and learning perspective 
E)  Operational measures 
A)  Competitor perspective 
B)  Customer perspective 
C)  Financial measures 
D)  Innovation and learning perspective 
E)  Operational measures

Question 10

What are the key determinants of service quality,customer retention and profits?

Accepted Answer

The service encounte

Question 11

What are the positive effects of implementing defensive marketing to reduce or eliminate customer defection?

Accepted Answer

In general,the longer a customer remains

Question 12

What research methodology has been used to determine the benefits of offensive marketing on a company's market share and profits?

Accepted Answer

PIMS (prof

Question 13

The money a company makes from customer retention comes from four sources.List them.

Accepted Answer

Cost savings,volume

Question 14

Which of the following is an example of a soft measure of a company's success?

Accepted Answer

A)  Return on investment 
B)  Customer satisfaction 
C)  Sales volume 
D)  Gross margin 
E)  Inventory turnover 
A)  Return on investment 
B)  Customer satisfaction 
C)  Sales volume 
D)  Gross margin 
E)  Inventory turnover

Question 15

Customer perceptual measures are leading indicators of financial performance.

Accepted Answer

A) True 
 B)False

Question 16

What is ROSQ? Why would the manager of a large management consulting firm use ROSQ to determine which service offerings customers like and which customers don't really care for? Explain the assumptions that the manager must accept in order to use this approach.

Accepted Answer

ROSQ (return on service quality)looks at

Question 17

Balanced scorecards sound good in theory,but they are nearly impossible to implement; therefore,their use is nominal.

Accepted Answer

A) True 
 B)False

Question 18

The ________ metric is obtained by summing up the customer lifetime values of the firm's customers.

Accepted Answer

A)  The customer equilibrium 
B)  Customer equity 
C)  Customer empowerment 
D)  Fiscal value 
E)  Service blueprint value 
A)  The customer equilibrium 
B)  Customer equity 
C)  Customer empowerment 
D)  Fiscal value 
E)  Service blueprint value

Question 19

What type of services marketing needs to be used to stop customer defection?

Accepted Answer

The answer of What type of services marketing needs to...

Question 20

Evidence shows that customer perceptions of quality do not affect consumer intentions.

Accepted Answer

A) True 
 B)False

The easiest area of the balanced scorecard to measure quantitatively is innovation and learning.

The customer equity model illustrates how:

Companies sometimes aim too high in setting improvement targets for nonfinancial measures of performance.Managers tend to make mistakes in this area by assuming:

How have companies traditionally measured their performance?

The _____ is a set of measures that gives top managers a fast,but comprehensive view of the business.It complements financial measures with operational measures of customer satisfaction,internal processes and the organization's innovation and improvement activities.

The benefits of offensive marketing have been documented through the use of:

The owner of Fiori Flower and Gift Shop has noticed a gradual decline in its number of customers over the last three years.The owner suspects that it is experiencing _____ due to the recent opening of a Kroger supermarket in the community.

Offensive marketing effects involve market share,reputation and:

A service firm that calculates the long-term value of a customer is looking at the _____ in its balanced performance scorecard.

What are the key determinants of service quality,customer retention and profits?

What are the positive effects of implementing defensive marketing to reduce or eliminate customer defection?

What research methodology has been used to determine the benefits of offensive marketing on a company's market share and profits?

The money a company makes from customer retention comes from four sources.List them.

Which of the following is an example of a soft measure of a company's success?

Customer perceptual measures are leading indicators of financial performance.

What is ROSQ? Why would the manager of a large management consulting firm use ROSQ to determine which service offerings customers like and which customers don't really care for? Explain the assumptions that the manager must accept in order to use this approach.

Balanced scorecards sound good in theory,but they are nearly impossible to implement; therefore,their use is nominal.

The ________ metric is obtained by summing up the customer lifetime values of the firm's customers.

What type of services marketing needs to be used to stop customer defection?

Evidence shows that customer perceptions of quality do not affect consumer intentions.

Introduction to Services

Conceptual Framework of the Book: The GAPS Model of Service Quality

Customer Expectations of Service

Customer Perceptions of Service

Listening to Customers Through Research

Building Customer Relationships

Service Recovery

Service Innovation and Design

Customer-Defined Service Standards

Physical Evidence and the Servicescape

Employees Roles in Service Delivery

Customers Roles in Service Delivery

Managing Demand and Capacity

Integrated Service Marketing Communications

Pricing of Services

Filters

Exam 16: The Financial and Economic Impact of Service

The easiest area of the balanced scorecard to measure quantitatively is innovation and learning.

The customer equity model illustrates how:

Companies sometimes aim too high in setting improvement targets for nonfinancial measures of performance.Managers tend to make mistakes in this area by assuming:

How have companies traditionally measured their performance?

The _____ is a set of measures that gives top managers a fast,but comprehensive view of the business.It complements financial measures with operational measures of customer satisfaction,internal processes and the organization's innovation and improvement activities.

The benefits of offensive marketing have been documented through the use of:

The owner of Fiori Flower and Gift Shop has noticed a gradual decline in its number of customers over the last three years.The owner suspects that it is experiencing _____ due to the recent opening of a Kroger supermarket in the community.

Offensive marketing effects involve market share,reputation and:

A service firm that calculates the long-term value of a customer is looking at the _____ in its balanced performance scorecard.

What are the key determinants of service quality,customer retention and profits?

What are the positive effects of implementing defensive marketing to reduce or eliminate customer defection?

What research methodology has been used to determine the benefits of offensive marketing on a company's market share and profits?

The money a company makes from customer retention comes from four sources.List them.

Which of the following is an example of a soft measure of a company's success?

Customer perceptual measures are leading indicators of financial performance.

What is ROSQ? Why would the manager of a large management consulting firm use ROSQ to determine which service offerings customers like and which customers don't really care for? Explain the assumptions that the manager must accept in order to use this approach.

Balanced scorecards sound good in theory,but they are nearly impossible to implement; therefore,their use is nominal.

The ________ metric is obtained by summing up the customer lifetime values of the firm's customers.

What type of services marketing needs to be used to stop customer defection?

Evidence shows that customer perceptions of quality do not affect consumer intentions.

Introduction to Services

Conceptual Framework of the Book: The GAPS Model of Service Quality

Customer Expectations of Service

Customer Perceptions of Service

Listening to Customers Through Research

Building Customer Relationships

Service Recovery

Service Innovation and Design

Customer-Defined Service Standards

Physical Evidence and the Servicescape

Employees Roles in Service Delivery

Customers Roles in Service Delivery

Managing Demand and Capacity

Integrated Service Marketing Communications

Pricing of Services

Filters