Question 1

What are the problems associated with customer relationship management systems?

Accepted Answer

The problems associated with customer re

Question 2

Alken Technologies has a support team that is dedicated to provide sales and service to its largest customers to pay attention to their special needs.This marketing technique used by Alken to show commitment to its customers,is referred to as internal marketing.

Accepted Answer

A) True 
 B)False

Question 3

What are application service providers (ASPs)? Explain with an example,how ASPs assist marketers in building relationships with the customers.

Accepted Answer

Application service providers (ASPs)assi

Question 4

_____ gathers volunteers to try products and then relies on them to talk about their experiences with friends and colleagues.

Accepted Answer

A)  Grassroots marketing 
B)  Frequency marketing 
C)  Affinity marketing 
D)  Buzz marketing 
A)  Grassroots marketing 
B)  Frequency marketing 
C)  Affinity marketing 
D)  Buzz marketing

Question 5

Differentiate between transaction-based marketing and relationship marketing.

Accepted Answer

In transaction-based marketing,buyer and

Question 6

Relationship marketing views customers as equal partners in buyer-seller transactions.

Accepted Answer

A) True 
 B)False

Question 7

Explain cobranding and comarketing.Give an example of each.

Accepted Answer

Cobranding joins two strong brand names,

Question 8

Strategic alliances typically include only the largest firms in any industry because of the amount of capital required to invest in shared facilities.

Accepted Answer

A) True 
 B)False

Question 9

A cooperative arrangement in which two businesses jointly market each other's products is called _____.

Accepted Answer

A) strategic alliance 
B) relationship marketing 
C) cobranding 
D) frequency marketing 
E) value chain
F)database marketing
G)application service providers
H)customer relationship management
I)Web services
J)internal customers
K)comarketing
L)quick-response merchandising
M)affinity program
N)lifetime value of a customer
O)seller partnership
P)national account selling
Q)transaction-based marketing
R)customer churn
S)buzz marketing
T)grassroots marketing 
A) strategic alliance 
B) relationship marketing 
C) cobranding 
D) frequency marketing 
E) value chain
F)database marketing
G)application service providers
H)customer relationship management
I)Web services
J)internal customers
K)comarketing
L)quick-response merchandising
M)affinity program
N)lifetime value of a customer
O)seller partnership
P)national account selling
Q)transaction-based marketing
R)customer churn
S)buzz marketing
T)grassroots marketing

Question 10

With reference to the relationship marketing continuum,which of the following is an example of a typical third-level relationship marketing program?

Accepted Answer

A)  A health-awareness campaign organized by a food-supplement manufacturer 
B)  A frequent flyer program introduced by an airline 
C)  A courier company enabling its users to track the status of their deliveries on its website 
D)  A company offering a product at a discounted price 
A)  A health-awareness campaign organized by a food-supplement manufacturer 
B)  A frequent flyer program introduced by an airline 
C)  A courier company enabling its users to track the status of their deliveries on its website 
D)  A company offering a product at a discounted price

Question 11

The term _____ describes the turnover in a company's customer base.

Accepted Answer

A)  customer win-back 
B)  customer lifetime value 
C)  customer distribution pattern 
D)  customer churn 
A)  customer win-back 
B)  customer lifetime value 
C)  customer distribution pattern 
D)  customer churn

Question 12

In the context of the relationship marketing continuum,which of the following is a drawback associated with the efforts that focus on pricing and other financial incentives to attract customers?

Accepted Answer

A)  It makes advertising and promotional expenses worthless. 
B)  It leads to hostile relationships with the suppliers. 
C)  It does not encourage creativity in advertising. 
D)  It is least likely to lead to a long-term relationship. 
A)  It makes advertising and promotional expenses worthless. 
B)  It leads to hostile relationships with the suppliers. 
C)  It does not encourage creativity in advertising. 
D)  It is least likely to lead to a long-term relationship.

Question 13

Customers prefer to have continuing relationships with businesses or suppliers because:

Accepted Answer

A)  it helps the consumers in the process of benchmarking. 
B)  by nature, customers are resistant to change and prefer preexisting 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 preexisting 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 14

Proactive methods a firm might use to assess customer satisfaction would include:

Accepted Answer

A)  visiting, calling, or mailing written surveys to clients. 
B)  setting up customer service helplines to receive customer complaints. 
C)  offering gifts and reward points to appease a dissatisfied customer. 
D)  quickly replacing defective products with new products after receiving complaints from customers. 
A)  visiting, calling, or mailing written surveys to clients. 
B)  setting up customer service helplines to receive customer complaints. 
C)  offering gifts and reward points to appease a dissatisfied customer. 
D)  quickly replacing defective products with new products after receiving complaints from customers.

Question 15

Discuss the various ways in which database marketing can help a company to build relationships with the customers.

Accepted Answer

Database marketing is a particularly eff

Question 16

_____ focuses on a company's best customers with the goal of increasing their motivation to buy even more of the same or other products from the seller by rewarding them with cash,rebates,or other premiums.

Accepted Answer

A) strategic alliance 
B) relationship marketing 
C) cobranding 
D) frequency marketing 
E) value chain
F)database marketing
G)application service providers
H)customer relationship management
I)Web services
J)internal customers
K)comarketing
L)quick-response merchandising
M)affinity program
N)lifetime value of a customer
O)seller partnership
P)national account selling
Q)transaction-based marketing
R)customer churn
S)buzz marketing
T)grassroots marketing 
A) strategic alliance 
B) relationship marketing 
C) cobranding 
D) frequency marketing 
E) value chain
F)database marketing
G)application service providers
H)customer relationship management
I)Web services
J)internal customers
K)comarketing
L)quick-response merchandising
M)affinity program
N)lifetime value of a customer
O)seller partnership
P)national account selling
Q)transaction-based marketing
R)customer churn
S)buzz marketing
T)grassroots marketing

Question 17

How can firms build customer loyalty?

Accepted Answer

Firms can build customer loyalty by:
1)u

Question 18

Many grocery chains require customers to have a membership card in order to receive sale prices or other discounts.These grocery chains are practicing database marketing.

Accepted Answer

A) True 
 B)False

Question 19

The use of information technology to analyze information about customers and their transactions is referred to as _____ marketing.

Accepted Answer

A)  frequency 
B)  affinity 
C)  database 
D)  internal 
A)  frequency 
B)  affinity 
C)  database 
D)  internal

Question 20

Explain how interactive television helps marketers to collect data required for database marketing.

Accepted Answer

Interactive television refers to a telev

Exam 11: Relationship Marketing and Customer Relationship Management (CRM)

What are the problems associated with customer relationship management systems?

Alken Technologies has a support team that is dedicated to provide sales and service to its largest customers to pay attention to their special needs.This marketing technique used by Alken to show commitment to its customers,is referred to as internal marketing.

What are application service providers (ASPs)? Explain with an example,how ASPs assist marketers in building relationships with the customers.

_____ gathers volunteers to try products and then relies on them to talk about their experiences with friends and colleagues.

Differentiate between transaction-based marketing and relationship marketing.

Relationship marketing views customers as equal partners in buyer-seller transactions.

Explain cobranding and comarketing.Give an example of each.

Strategic alliances typically include only the largest firms in any industry because of the amount of capital required to invest in shared facilities.

A cooperative arrangement in which two businesses jointly market each other's products is called _____.

With reference to the relationship marketing continuum,which of the following is an example of a typical third-level relationship marketing program?

The term _____ describes the turnover in a company's customer base.

In the context of the relationship marketing continuum,which of the following is a drawback associated with the efforts that focus on pricing and other financial incentives to attract customers?

Customers prefer to have continuing relationships with businesses or suppliers because:

Proactive methods a firm might use to assess customer satisfaction would include:

Discuss the various ways in which database marketing can help a company to build relationships with the customers.

_____ focuses on a company's best customers with the goal of increasing their motivation to buy even more of the same or other products from the seller by rewarding them with cash,rebates,or other premiums.

How can firms build customer loyalty?

Many grocery chains require customers to have a membership card in order to receive sale prices or other discounts.These grocery chains are practicing database marketing.

The use of information technology to analyze information about customers and their transactions is referred to as _____ marketing.

Explain how interactive television helps marketers to collect data required for database marketing.

Marketing: The Art and Science of Satisfying Customers

Strategic Planning in Contemporary Marketing

The Marketing Environment, Ethics, and Social Responsibility

Social Media: Living in the Connected World

E-Business: Managing the Customer Experience

Consumer Behavior

Business-to-Business (B2B)Marketing

Global Marketing

Market Segmentation, Targeting, and Positioning

Marketing Research and Sales Forecasting

Product and Service Strategies

Developing and Managing Brand and Product Categories

Marketing Channels and Supply Chain Management

Retailers, Wholesalers, and Direct Marketers

Integrated Marketing Communications, Advertising, and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Pricing Strategies

Your Career in Marketing

Developing an Effective Marketing Plan

Financial Analysis in Marketing

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