120) You have just taken a new position in an organization and you're learning about the job
functions of your new colleagues. You observe that your marketing manager is heavily involved in the process of building and maintaining profitable customer relationships. Your marketing manager frequently speaks about the need to deliver superior customer value and satisfaction. Your manager is concerned with which one of the following? A) database management B) Web site hits
C) the societal marketing concept D) partner relationship management E) customer relationship management Answer: E Diff: 1 Page Ref: 13 AACSB: Reflective Thinking Skill: Application Objective: 1-4
121) Sally purchased Brand X lotion. In comparing her perception of how the lotion made her skin feel and look to her expectations for Brand X lotion, Sally was measuring her level of ________. A) customer-perceived value B) customer satisfaction C) customer equity D) demand
E) customer lifetime value Answer: B Diff: 3 Page Ref: 13 AACSB: Reflective Thinking Skill: Application Objective: 1-4
122) 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) social relationships
E) a societal marketing campaign Answer: C Diff: 3 Page Ref: 13 AACSB: Reflective Thinking Skill: Application Objective: 1-4
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123) Tommy Gray attempts to deliver customer satisfaction every day in his Audio Expressions installation business. He is a smart operator who knows that the key to this goal is to match ________ with ________.
A) company performance; competition
B) company performance; competitive prices C) relationship building; performance tools D) company performance; unique products
E) customer expectations; company performance Answer: E Diff: 2 Page Ref: 13 AACSB: Analytic Skills Skill: Application Objective: 1-4
124) 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) customer value D) customer equity
E) customer involvement Answer: A Diff: 1 Page Ref: 13 AACSB: Reflective Thinking Skill: Application Objective: 1-4
125) You are an assistant marketing director for a firm in a market with many low-margin customers. What type of relationship would it be most profitable for you to develop with these customers?
A) full partnerships B) basic relationships C) basic partnerships D) club programs
E) selective relationships Answer: B Diff: 2 Page Ref: 16 AACSB: Reflective Thinking Skill: Application Objective: 1-4
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126) Elisandra, a marketing manager at a regional chain restaurant, has decided to sponsor a contest calling for customers to create commercials for the restaurant. Winning entries will be posted on the organization's home page. Elisandra's plan is an example of ________. A) consumer-generated marketing B) partner relationship management C) customer lifetime value
D) community development around a brand E) selective relationship management Answer: A Diff: 2 Page Ref: 19 AACSB: Reflective Thinking Skill: Application Objective: 1-4
127) At Gina's Nails, the posted policy is \staff aim to delight each customer, and they are quick to offer discounts or extra services whenever a customer is anything less than satisfied. Gina and her staff strive to make every customer a repeat customer. It is most accurate to say that instead of focusing on each individual transaction, Gina and her staff put a priority on ________. A) maintaining customer-perceived value B) enlisting customer evangelists C) attracting \D) converting \
E) capturing customer lifetime value Answer: E Diff: 3 Page Ref: 22 AACSB: Reflective Thinking Skill: Application Objective: 1-4
128) Afia, a team leader in charge of customer relationship management, is planning strategies for improving the profitability of her firm's least profitable but loyal customers. She is also examining methods for \following customer relationship groups do these customers belong? A) butterflies B) true friends C) strangers D) barnacles
E) short-term customers Answer: D Diff: 2 Page Ref: 24 AACSB: Reflective Thinking Skill: Application Objective: 1-4
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129) A church targeting different demographic groups to increase attendance is an example of ________.
A) for-profit marketing B) not-for-profit marketing C) societal marketing D) customer evangelism E) caring capitalism Answer: B Diff: 2 Page Ref: 28 AACSB: Reflective Thinking Skill: Application Objective: 1-5
130) Ben & Jerry's challenges all stakeholders, including employees, top management, and even ice cream scoopers in their stores, to consider individual and community welfare in their
day-to-day decisions. Actions such as this by companies seizing the opportunity to do well by doing good reflects ________. A) environmentalism B) social responsibility C) profit marketing
D) partnership management E) myopia Answer: B Diff: 1 Page Ref: 27 AACSB: Reflective Thinking Skill: Application Objective: 1-5
131) Your state's department of education has budgeted a significant amount of money for a radio, print, television, and online advertising campaign emphasizing the long-term benefits, both educationally and professionally, of reading every day. This is an example of a(n) ________ campaign. A) ethical
B) social marketing C) for-profit
D) consumer-generated E) differentiated Answer: B Diff: 3 Page Ref: 29 AACSB: Reflective Thinking Skill: Application Objective: 1-5
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Refer to the scenario below to answer the following questions. Carol Veldt, owner of Seagull Terrace, watched her investment grow from a small, seaside motel to a thriving year-round resort in just a few years. Atop a bluff overlooking the Maine coast, Seagull Terrace had attracted thousands of visits during the summer months, but then faced a tremendous downturn in business during the winter months. \towns, very little year-round competition, and our close proximity to Portland,\couldn't understand why seasonality had to hit Seagull Terrace so hard!\ So Carol spent her first winter devising a new marketing plan. She put together a
promotional package designed to attract business travelers year-round. Carol's plan, then, involved a seasonal promotional gimmickto be implemented from early winter to late spring–that would attract the same numbers as the large summer crowd. Her idea worked! During her second winter, Carol greeted numerous business travelers–both satisfied repeat guests as well as new guests who had been snagged by her promotional appeals. \but we'd like to expand that. We provide health club privileges off-site, but we'd like to eventually provide our own. These are goals I hope to achieve in a few years. Our first project, however, included a renovation of our guest rooms and I'm quite proud of the results.\\weekend get-aways throughout winter.\
132) Which of the following groups is specifically part of Seagull Terrace's target market? A) seasonal business travelers B) young families C) retirees
D) summer campers E) athletes Answer: A Diff: 1 Page Ref: 8 AACSB: Reflective Thinking Skill: Application Objective: 1-3
133) Carol Veldt's use of \A) selling B) marketing C) product D) production
E) societal marketing Answer: A Diff: 2 Page Ref: 10 AACSB: Reflective Thinking Skill: Application Objective: 1-4
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