Question 1
A buyer's decisions are influenced by __________ such as culture, subculture, groups, gender roles, and family.
A. personal characteristics
B. situational factors
C. perceptions
D. social factors
Question 2
Which of the following descriptions most accurately characterizes members of Generation X in comparison to members of Generation Y?
A. They have more established careers.
B. They are more immersed in social media.
C. They are eligible for AARP membership.
D. They control the majority of American financial assets.
Question 3
FedEx offers its customers fast and reliable package delivery. When FedEx customers weigh these benefits against the monetary cost of using FedEx along with any other costs of using the service, they are acting upon:
A. loyalty.
B. relationship marketing.
C. customer perceived value.
D. share of wallet.
Question 4
A company would be MOST likely to use which of the following to weed out unprofitable customers and target the most profitable ones for pampering?
A. CPV
B. CSR
C. NGO
D. CLV
Question 5
Shania works hard to foster an emotional relationship between her Internet customers and the beauty products and services that she and her staff sell. By promoting a company culture that values exceptional value and service, Shania aims to create __________ by going beyond the expected.
A. customer delight
B. customer satisfaction
C. switchable customers
D. neutral customers
Question 6
__________ is a cognitive impression of incoming stimuli that influences an individual's behavior.
A. Personality
B. Perception
C. Attitude
D. Learning
Question 7
To make data collected from customer satisfaction surveys useful, a company should do which of the following?
A. Protect the information from data mining.
B. Compare the data to the company's previous ratings.
C. Purchase a formal CRM system.
D. Determine the CLV.
Question 8
Many marketers use the premise that people's possessions contribute to and reflect their identities; that is, "we are what we have." Under this premise, consumers:
A. buy products to demonstrate their self-identities.
B. value cognitive age more than life stage.
C. are affected by subconscious motivations.
D. are attracted to products that fit in with their existing attitudes.
Question 9
A company that assigns actual marketing costs to customers based on the costs of performing various marketing activities is conducting a customer __________ analysis.
A. retention
B. relationship
C. profitability
D. loyalty
Question 10
Word-of-mouth advertising is also known as:
A. mass marketing.
B. niche marketing.
C. one-to-one communication.
D. viral advertising.
Question 11
Customer __________ is the degree to which a product meets or exceeds customer expectations.
A. delight
B. satisfaction
C. perceived value
D. perceived benefits
Question 12
Frequent flier miles are an example of __________ programs.
A. customer differentiation
B. customer identification
C. loyalty
D. customer lifetime
Question 13
A society contains smaller __________, or groups of people with shared values and behaviors.
A. life stages
B. norms
C. subcultures
D. motives
Question 14
A __________ consists of the actions a person is expected to perform in a group.
A. motive
B. role
C. lifestyle
D. life stage
Question 15
Applying __________, marketers can affect demand for a product by associating it with strong drives, using motivating cues, and providing positive reinforcement.
A. subliminal perception
B. social classes
C. the learning process
D. problem/opportunity recognition
Question 16
Which of the following types of information would a company be LEAST interested in collecting using a CRM system?
A. Customers' academic records
B. Customers' ages
C. Customers' jobs
D. Customers' marital status
Question 17
__________ is the statistical analysis of large databases for the purpose of discovering hidden pieces of information.
A. Customer differentiation
B. Data mining
C. Customization
D. Customer relationship management
Question 18
A __________ is a graphical representation of the ratio between product benefits and costs.
A. fair value matrix
B. value map
C. loyalty map
D. data mine
Question 19
Relationship marketing requires a company to make both a __________ and a __________.
A. short-term plan; transactional plan
B. short-term plan; data mining plan
C. long-term plan; proper investment of company resources
D. long-term plan; formal CRM commitment
Question 20
The focus of __________ is examining how social phenomenon influence social behavior.
A. consumer behavior analysis
B. lifestyle analysis
C. psychology
D. social psychology
