Exam 11: Relationship Marketing and Customer Relationship Management Crm

Your company is in the midst of implementing a relationship marketing approach across the company.You are leading the project and following the traditional three-level,relationship marketing continuum as your guide.You are in the final level of the continuum. ​ ​Which of the following statements is true about what you are doing in the final level of the continuum?

Which of the following marketing exchanges is most likely to be transaction-based?

Customer relationship management systems help firms to simplify complex business processes.

In the context of strategic alliances,a cooperative relationship formed between businesses:

Match each item with the correct statement below. -_____ is a marketing effort that gathers volunteers to try products and then relies on them to talk about their experiences with their friends and colleagues.

Affinity marketing consists of frequent-buyer or user marketing programs that reward customers with cash,rebates,merchandise,or other premiums.

A strategic alliance is a partnership in which two or more companies combine resources and capital to create competitive advantages in a new market.

_____ marketing is the development,growth,and maintenance of cost-effective,high-value associations with individual customers,suppliers,and other partners over time.

A food manufacturing company that has just entered into the market is trying to attract potential customers through marketing strategies that are unconventional,nontraditional,and extremely flexible.The company has a relatively small budget for marketing its products.Which of the following marketing strategies is most likely being used by this company?

Explain the differences between frequency marketing and affinity marketing programs.Give an example of each.

Planners apply qualitative sales forecasting techniques when they want judgmental or subjective indicators.

Some of the motives for firms to enter into partnership are warding off threats of future competition,raising or creating barriers to entry,and learning new skills.

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

Database marketing involves the use of information technology to analyze data about customers and their transactions.

As compared to happy customers,unhappy customers typically talk less about their buying experiences.

During the 2016 Grammy music awards program,the technology company Intel partnered with Lady Gaga to enable her to integrate technology into her musical tribute to David Bowie.​Intel brought a series of robots - like the "dancing piano" - and a motion sensory chip that helped the visual effects match Gaga's movements onstage.Matt Kauffman,Intel head of events and experiences stated,"We want to demonstrate how technology transforms people's lives,and how Intel is the technology behind it." Which marketing term best applies to the case of Lady Gaga and Intel?

​You just bought a car dealership that has been in business for many years.The former owner trained his team in transaction-based marketing.But you believe in a relationship marketing approach,so you plan to retrain the salespeople to focus primarily on:

​You're convinced that it's time for your kitchen appliance store to invest in a CRM system.Your business partner,however,has some concerns.Decide which,if any,are valid.

​Should your cooks be considered customers of your restaurant? Why or why not?

Building and managing long-term relationships between buyers and sellers are the hallmarks of transaction-based marketing.