Question - 1
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 - 2
Word-of-mouth advertising is also known as:
A. mass marketing.
B. niche marketing.
C. one-to-one communication.
D. viral advertising.
Question - 3
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 - 4
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 - 5
It is MOST accurate to say that customers buy from stores and companies that offer which of the following?
A. The highest value for the dollar
B. The highest customer perceived value
C. The highest level of customer satisfaction
D. The most attractive company image
Question - 6
Frequent flier miles are an example of __________ programs.
A. customer differentiation
B. customer identification
C. loyalty
D. customer lifetime
Question - 7
The __________ is the first and one of the most important influencers of group and consumer behavior on an individual.
A. family
B. status group
C. normative group
D. subculture
Question - 8
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 - 9
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 - 10
The focus of __________ is examining how social phenomenon influence social behavior.
A. consumer behavior analysis
B. lifestyle analysis
C. psychology
D. social psychology
Question - 11
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 - 12
Customer __________ is the degree to which a product meets or exceeds customer expectations.
A. delight
B. satisfaction
C. perceived value
D. perceived benefits
Question - 13
__________ 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 - 14
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 - 15
__________ are the largest ethnic minority group in the United States.
A. African Americans
B. Hispanics
C. Asians
D. Native Americans
Question - 16
Information collected through CRM is stored in a:
A. customer database.
B. data mine.
C. marketing mix.
D. loyalty program.
Question - 17
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 - 18
A __________ is a set of conditions that creates a drive toward action to fulfill a need or want.
A. stimulus
B. perception
C. belief
D. motivation
Question - 19
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 – 20
__________ is a cognitive impression of incoming stimuli that influences an individual's behavior.
A. Personality
B. Perception
C. Attitude
D. Learning
