Question 1

_____ is a promotional effort that involves assigning a dedicated sales teams to a firm's major customers to provide sales and service.

Accepted Answer

A) National account selling 
B) Quick-response merchandising 
C) Vendor-managed selling 
D) Collaborative planning

Question 2

​Your marketing assistant has developed recommendations for increasing customer loyalty to your wine bar.You note that most are based on frequency marketing.Choose the recommendation(s)based on affinity marketing.

Accepted Answer

A) ​Top customers get a free bottle of wine. 
B) ​Customers receive 10 percent off their check when they visit more than twice a week. 
C) ​Top customers get flowers on their birthdays. 
D) ​Your wine bar becomes a sponsor of the state university's basketball team. 
E) ​Your wine bar advertises big discounts in the local newspaper.

Question 3

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 help lines 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 4

_____ is the process of rejuvenating lost relationships with customers.

Accepted Answer

A) Customer polarization 
B) Customer acquisition 
C) Customer win-back 
D) Customer orientation

Question 5

A strategic alliance can be formed only between those firms that serve the same industry.

Accepted Answer

A) True 
 B)False

Question 6

A vendor-managed inventory is an inventory management system in which the seller-in an existing agreement with a buyer-determines how much of a product is needed.

Accepted Answer

A) True 
 B)False

Question 7

Assume that Ford has established a strategic alliance with Michelin to design an exclusive line of tires for Ford automobiles.The Ford-Michelin strategic alliance would be a horizontal alliance.

Accepted Answer

A) True 
 B)False

Question 8

Electronic data interchange (EDI)involves computer-to-computer exchanges of invoices,orders,and other business documents.

Accepted Answer

A) True 
 B)False

Question 9

An Internet service provider (ISP)loses approximately 12 percent of its existing customers every year.According to this information,the ISP is experiencing:

Accepted Answer

A) market reorganization. 
B) customer churn. 
C) group polarization. 
D) social referencing.

Question 10

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

Accepted Answer

A) True 
 B)False

Question 11

The Nielsen Co.carefully tracks Super Bowl viewership each year to help the network that airs the game and other football broadcasters determine ad rates for the following year.This is an example of:

Accepted Answer

A) frequency marketing. 
B) buzz marketing. 
C) database marketing. 
D) internal marketing.

Question 12

In a buyer partnership,the supplier must meet the unique needs of the purchaser in order to make the relationship successful.

Accepted Answer

A) True 
 B)False

Question 13

Match each item with the correct statement below.
-_____ is a sales forecasting method that gathers and redistributes several rounds of anonymous forecasts until participants reach a consensus.

Accepted Answer

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

Question 14

Which of the following is a just-in-time strategy that helps in reducing the time a retailer must hold products in the inventory?

Accepted Answer

A) Lateral partnership 
B) Quick-response merchandising 
C) Symbiotic merchandising 
D) Vertical strategic alliance

Question 15

Which of the following represents a problem associated with the use of customer relationship management (CRM)programs?​

Accepted Answer

A) ​some employees such as sales representatives are reluctant to use CRM systems 
B) ​it is difficult to measure the results of a CRM program 
C) ​CRM programs rely on decentralized data 
D) ​CRM programs reduce the customer's level of empowerment

Question 16

Each month Costco,a warehouse membership club with locations across the United States sends a magazine/catalog with articles about its members as well as featured products.Costco utilizes ________ marketing to create a meaningful dialog which builds relationships and encourages brand loyalty.​

Accepted Answer

A) ​database 
B) ​reciprocal 
C) ​affinity 
D) ​frequency

Question 17

Match each item with the correct statement below.
-_____ involves buyer seller exchanges characterized by limited communications and little or no ongoing relationship between the parties.

Accepted Answer

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

Question 18

The term "lifetime value of a customer" refers to revenues and intangible benefits such as referrals and customer feedback a customer brings to the seller over an average lifetime of their relationship,less the amount the company must spend to acquire,market to,and service the customer.

Accepted Answer

A) True 
 B)False

Question 19

G.J Inc.,an electronic component manufacturer and supplier,has an inventory management system that stores purchase patterns and requirements of its customers.Through this system the firm decides on the amount of the product required by the buyers and automatically ships the supplies to the buyer based on a preexisting agreement.This type of inventory management system is called _____.

Accepted Answer

A) lateral management system 
B) vendor-managed inventory 
C) distributive management system 
D) symbiotic inventory

Question 20

A electronics company has hired some product experts who have sufficient following on social media sites to spread a word about their products.The company provides the products to these individuals and requests them to post their opinion which helps in promoting the products.This is an example of:

Accepted Answer

A) buzz marketing. 
B) internal marketing. 
C) lateral marketing. 
D) distributive marketing

Exam 11: Relationship Marketing and Customer Relationship Management Crm

_____ is a promotional effort that involves assigning a dedicated sales teams to a firm's major customers to provide sales and service.

Your marketing assistant has developed recommendations for increasing customer loyalty to your wine bar.You note that most are based on frequency marketing.Choose the recommendation(s) based on affinity marketing.

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

_____ is the process of rejuvenating lost relationships with customers.

A strategic alliance can be formed only between those firms that serve the same industry.

A vendor-managed inventory is an inventory management system in which the seller-in an existing agreement with a buyer-determines how much of a product is needed.

Assume that Ford has established a strategic alliance with Michelin to design an exclusive line of tires for Ford automobiles.The Ford-Michelin strategic alliance would be a horizontal alliance.

Electronic data interchange (EDI)involves computer-to-computer exchanges of invoices,orders,and other business documents.

An Internet service provider (ISP) loses approximately 12 percent of its existing customers every year.According to this information,the ISP is experiencing:

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

The Nielsen Co.carefully tracks Super Bowl viewership each year to help the network that airs the game and other football broadcasters determine ad rates for the following year.This is an example of:

In a buyer partnership,the supplier must meet the unique needs of the purchaser in order to make the relationship successful.

Match each item with the correct statement below. -_____ is a sales forecasting method that gathers and redistributes several rounds of anonymous forecasts until participants reach a consensus.

Which of the following is a just-in-time strategy that helps in reducing the time a retailer must hold products in the inventory?

Which of the following represents a problem associated with the use of customer relationship management (CRM) programs?

Each month Costco,a warehouse membership club with locations across the United States sends a magazine/catalog with articles about its members as well as featured products.Costco utilizes ________ marketing to create a meaningful dialog which builds relationships and encourages brand loyalty.

Match each item with the correct statement below. -_____ involves buyer seller exchanges characterized by limited communications and little or no ongoing relationship between the parties.

The term "lifetime value of a customer" refers to revenues and intangible benefits such as referrals and customer feedback a customer brings to the seller over an average lifetime of their relationship,less the amount the company must spend to acquire,market to,and service the customer.

A electronics company has hired some product experts who have sufficient following on social media sites to spread a word about their products.The company provides the products to these individuals and requests them to post their opinion which helps in promoting the products.This is an example of:

Exam 11: Relationship Marketing and Customer Relationship Management Crm

_____ is a promotional effort that involves assigning a dedicated sales teams to a firm's major customers to provide sales and service.

​Your marketing assistant has developed recommendations for increasing customer loyalty to your wine bar.You note that most are based on frequency marketing.Choose the recommendation(s) based on affinity marketing.

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

_____ is the process of rejuvenating lost relationships with customers.

A strategic alliance can be formed only between those firms that serve the same industry.

A vendor-managed inventory is an inventory management system in which the seller-in an existing agreement with a buyer-determines how much of a product is needed.

Assume that Ford has established a strategic alliance with Michelin to design an exclusive line of tires for Ford automobiles.The Ford-Michelin strategic alliance would be a horizontal alliance.

Electronic data interchange (EDI)involves computer-to-computer exchanges of invoices,orders,and other business documents.

An Internet service provider (ISP) loses approximately 12 percent of its existing customers every year.According to this information,the ISP is experiencing:

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

The Nielsen Co.carefully tracks Super Bowl viewership each year to help the network that airs the game and other football broadcasters determine ad rates for the following year.This is an example of:

In a buyer partnership,the supplier must meet the unique needs of the purchaser in order to make the relationship successful.

Match each item with the correct statement below. -_____ is a sales forecasting method that gathers and redistributes several rounds of anonymous forecasts until participants reach a consensus.

Which of the following is a just-in-time strategy that helps in reducing the time a retailer must hold products in the inventory?

Which of the following represents a problem associated with the use of customer relationship management (CRM) programs?​

Each month Costco,a warehouse membership club with locations across the United States sends a magazine/catalog with articles about its members as well as featured products.Costco utilizes ________ marketing to create a meaningful dialog which builds relationships and encourages brand loyalty.​

Match each item with the correct statement below. -_____ involves buyer seller exchanges characterized by limited communications and little or no ongoing relationship between the parties.

The term "lifetime value of a customer" refers to revenues and intangible benefits such as referrals and customer feedback a customer brings to the seller over an average lifetime of their relationship,less the amount the company must spend to acquire,market to,and service the customer.

A electronics company has hired some product experts who have sufficient following on social media sites to spread a word about their products.The company provides the products to these individuals and requests them to post their opinion which helps in promoting the products.This is an example of:

Your marketing assistant has developed recommendations for increasing customer loyalty to your wine bar.You note that most are based on frequency marketing.Choose the recommendation(s) based on affinity marketing.

Which of the following represents a problem associated with the use of customer relationship management (CRM) programs?

Each month Costco,a warehouse membership club with locations across the United States sends a magazine/catalog with articles about its members as well as featured products.Costco utilizes ________ marketing to create a meaningful dialog which builds relationships and encourages brand loyalty.