A Perceived usefulness B Failure avoidance rate C Total customer benefit 6 ________ is the perceived monetary value of the bundle of economic, functional, and psychological benefits cust
Trang 1Marketing Management, 14e (Kotler/Keller)
Chapter 5 Creating Long-Term Loyalty Relationships
1) Which of the following is true for the modern company organization chart?
A) Frontline employees are less important than top management
B) Customers are at the top of the pyramid
C) Top management is at the top of the pyramid
D) Customers are less important than middle management
E) Frontline employees are at the top of the pyramid
2) In the modern customer-oriented organizational chart, which of the following is considered to
be at the top of the organizational pyramid?
3) In a modern customer-oriented organization chart, the of an organization
immediately follow the customer segment
Trang 24) is the difference between the prospective customer's evaluation of all the benefits and all the costs of an offering and the perceived alternatives
A) Perceived usefulness
B) Failure avoidance rate
C) Total customer benefit
6) is the perceived monetary value of the bundle of economic, functional, and
psychological benefits customers expect from a given market offering
A) Total customer cost
B) Total customer benefit
C) Total benefits of ownership
Trang 37) The bundle of costs customers expect to incur in evaluating, obtaining, using, and disposing ofthe given market offering is called the
A) activity-based cost
B) customer profitability analysis
C) total customer cost
D) product life-cycle cost
E) direct product profitability
8) Which of the following is true for customer-perceived value?
A) It is the perceived monetary value of the bundle of economic, functional, and psychological benefits customers expect from a product
B) It is the difference between the prospective customer's evaluation of all the benefits and all thecosts of an offering and the perceived alternatives
C) It is the perceived bundle of costs customers expect to incur in evaluating, obtaining, using, and disposing of the given market offering
D) It is the net present value of the stream of future profits expected over the customer's lifetime purchases
E) It is the process of investigating the hierarchy of attributes consumers examine in choosing a brand if they use phased decision strategies
Answer: B
Page Ref: 125
Objective: 1
Difficulty: Easy
9) Which of the following is the first step in customer value analysis?
A) Examine how customers in a specific segment rate the company's performance
B) Assess the company's and competitors' performances on the different customer values against their rated importance
C) Identify the major attributes and benefits that customers value
D) Monitor customer values over time
E) Assess the quantitative importance of the different attributes and benefits
Answer: C
Page Ref: 126
Objective: 1
Trang 410) The final step of customer value analysis is to
A) identify the major attributes and benefits that customers value
B) assess the company's and competitors' performances on the different customer values against their rated importance
C) examine how customers in a specific segment rate the company's performance
D) monitor customer values over time
E) assess the quantitative importance of the different attributes and benefits
Japan-A) absorbing some risk by offering a warranty
B) improving the functional aspects of the products
C) augmenting the psychological benefits of the products
D) training service personnel to improve their skills
E) investing in brand building for the products
Trang 513) TBS Bikes has recently introduced a series of bikes called Surami The core positioning of TBS Bikes is "speed" Surami is a five-gear bike and apart from speed, the company promises to include other features such as safety, good performance, and pollution control features This describes the of the bike.
A) total customer cost
D) total customer benefit
E) total customer cost
B) cost versus benefit system
C) consumption system
D) marketing channel system
E) value delivery system
Answer: E
Page Ref: 127
Objective: 1
Trang 616) Total customer satisfaction is measured based on the relationship of
A) expected value and total customer benefit
B) perceived performance and expectation
C) advertised outcomes and real outcomes
D) past experience and present experience
E) customer attitude and salesperson's attitude
17) Which of the following is true for customer satisfaction?
A) Satisfaction is a deeply held commitment to rebuy or repatronize a preferred product despite situational influences
B) Consumers often form more favorable perceptions of a product with a brand that is new.C) The ultimate goal of a customer-centered firm is to create high customer satisfaction
D) Only increased customer satisfaction can help a company increase its profits
E) Greater customer satisfaction has also been linked to higher returns and lower risk in the stockmarket
C) Customer loss rates
D) Customer focus statements
E) Sales summary reports
Trang 719) Field Grocery wants to learn the strengths and weaknesses in customer service at all the FieldGrocery stores Which of the following methods can it use for this?
20) Of customers who register a complaint,
A) all will do business with the company again because they are unwilling to dedicate the effort required to find another vendor
B) none will do business with the company again
C) customers whose complaints are satisfactorily resolved are more likely to provide publicity than those who are dissatisfied
D) the speed of resolution has no impact on the likelihood of repeat business
E) some will do business with the company again if their complaint is resolved
Answer: E
Page Ref: 131
Objective: 1
Difficulty: Easy
21) Which of the following is the best method of recovering customer goodwill?
A) sending service people to conduct door-to-door surveys
B) contacting the complaining customer as quickly as possible
C) identifying prospective customers from the customer database
D) customizing products according to individual customer need
E) defining and measuring the customer retention rate
Answer: B
Page Ref: 131
Objective: 1
Difficulty: Easy
Trang 822) is the totality of features and characteristics of a product or service that bear on its ability to satisfy stated or implied needs
Trang 925) The 80-20 rule reflects the idea that
A) 20% of the company's profits are generated by the top 80% of customers
B) the top 20% of customers are highly satisfied and 80% of customers will recommend the company to a friend
C) 20% of customers are unprofitable, and 80% make up a company's profits
D) the top 20% of customers often generate 80% of the company's profits
E) any new product will be accepted by 20% of the customers immediately, but 80% of the customers will be up for grabs throughout the product's life cycle
A) yields a cost stream that exceeds by an acceptable amount his revenue stream
B) yields a revenue stream that exceeds the company's cost stream
C) yields a cost stream that exceeds the company's revenue stream
D) yields a revenue stream that exceeds by an acceptable amount his cost stream
E) yields a revenue stream that equals the company's cost stream
Trang 1028) Customer profitability analysis (CPA) is best conducted with the tools of an accounting technique called
29) Which of the following is true for activity-based costing (ABC)?
A) ABC considers the real costs associated with each product
B) With ABC, the company can estimate all costs coming from the customer, less revenue.C) The tools of ABC can be used to conduct customer profitability analysis
D) It identifies the costs of products and services based on the revenue they generate
E) ABC allocates indirect costs in proportion to direct costs
B) Customer lifetime value
C) Customer value analysis
Trang 1132) is the process of carefully managing detailed information about individual
customers and all customer "touch points" to maximize loyalty
A) Customer relationship management
B) Customer lifetime value
C) Customer profitability analysis
D) Customer satisfaction analysis
33) A customer is any occasion on which a customer encounters the brand and product
—from actual experience to personal or mass communications to casual observation
34) A customer touch point for Abacus Airlines would be an item such as
A) ease of access to the airport
B) a mechanic's ability to service the airplanes
C) the reservations desk
D) the value of air travel versus surface transportation
E) competency of a travel agent
Trang 1235) Rachel and Josh are on vacation in Hawaii When they arrived at the hotel, they were offeredchilled juice Their check-in formalities were handled by the staff When they entered their room,they saw that chocolates had been placed on the pillows and a flower arrangement on the table The hotel's actions are an example of .
A) customer lifetime value
B) customer perceived value
C) customer value analysis
D) customer profitability analysis
E) a customer touch point
36) Customer relationship management enables companies to provide excellent real-time
customer service through the effective use of
A) reports from mystery shoppers
B) survey data from customers who have defected
C) market research
D) individual account information
E) demographic trend data
37) is based on the premise that marketers can no longer use "interruption marketing"
via mass media campaigns
Trang 1338) is the practice of sending messages only when consumers express a willingness to
become more involved with the brand
A) Identify the lifetime value of lost customers
B) Define and measure the retention rate of customers
C) Offer the lowest price for a particular product
D) Distinguish the causes of customer attrition
E) Customize products, services, and messages to each customer
Trang 1441) Which of the following can a company do to reduce defection?
A) Attract new customers to try out the company's products
B) Increase customer lifetime value by increasing the non-monetary costs of products
C) Enhance the growth potential of existing customers through cross-selling and upselling.D) Distinguish the causes of customer attrition and identify those that can be managed better E) Make low-profit customers more profitable or terminate the relationship
Answer: D
Page Ref: 140
Objective: 3
Difficulty: Easy
The Marketing Funnel (Scenario)
Amy and Jack were loyal customers of GreenFoods, a local grocery store However, after a couple of incidents where they had to return products that were stale and out of date, the couple decided to try out VeggiesNmore, a chain store that recently opened in town Both Amy and Jack must move through each stage in the marketing funnel before becoming loyal customers
42) Jack has shopped at VeggiesNmore He was happy with the experience and thought that this could be an alternative to GreenFoods However, he is also keen to try out other stores in the neighborhood He is in the stage of the marketing funnel as far as shopping at
43) Amy is in the "aware" stage of the marketing funnel when she says
A) she can try shopping at VeggiesNmore while simultaneously exploring other stores in the neighborhood
B) she was informed about VeggiesNmore by her colleague at work
C) she regularly shops from VeggiesNmore
D) she shops from VeggiesNmore as far as the store is easily accessible
E) she was happy with the experience of shopping at VeggiesNmore
Trang 1544) Satisfied customers constitute the company's
A) customer relationship capital
A) reducing the rate of customer defection
B) increasing the longevity of the customer relationship
C) enhancing the growth potential of each customer through cross-selling
D) making low-profit customers more profitable
E) terminating low-profit customers
A) trying to increase the retention rate for low-profit customers
B) terminating the relationship with low-profit customers
C) enhancing the growth potential of each customer through up-selling
D) increasing the longevity of the customer relationship
E) reducing the rate of customer defection
Trang 1647) Many banks and phone companies now charge fees for once-free services to ensure
minimum customer revenue levels This helps the banks to
A) reduce the rate of customer defection
B) make low-profit customers more profitable
C) enhance the growth potential for each customer through cross-selling
D) increase the longevity of the customer relationship
E) focus disproportionate effort on high-value customers
D) 2Wheels allows existing customers to upgrade to a newer model at less than the sticker price
by trading in their older model
E) 2Wheels encourages customers to send in their suggestions for product improvement
D) 2Wheels allows existing customers to upgrade to a newer model at less than the sticker price
by trading in their older model
E) 2Wheels encourages customers to send in their suggestions for product improvement
Trang 1750) Which of the following is a policy a store can adopt to make low-profit customers more profitable?
A) 2Wheels sends birthday greetings to its best customers and gives them discounts on
merchandise
B) 2Wheels has a club for its regular customers, organizing cycling events and parties for them.C) Though 2Wheels previously offered free delivery, it now charges for deliveries made outside the city
D) 2Wheels allows existing customers to upgrade to a newer model at less than the sticker price
by trading in their older model
E) 2Wheels encourages customers to send in their suggestions for product improvement
B) the fast follower, the second to introduce a program in an industry
C) the industry sales leader
D) the niche player in the industry
E) the low-cost leader in the industry
Trang 1853) Club membership programs that are open to everyone who purchases a product or service
A) are more powerful long-term loyalty builders than limited-membership clubs
B) will not help a company attract customers from competitors
C) prevent those with only a fleeting interest in a company's products from joining
D) are useful for building a database of customers but are not very good as long-term loyalty builders
E) are useless unless there are fees and membership conditions
B) value delivery system
C) club membership program
D) activity-based costing program
Trang 1956) A is an organized collection of comprehensive information about individual customers or prospects that is current, accessible, and actionable for lead generation, lead qualification, sale of a product or service, or maintenance of customer relationships.
Trang 2059) Using the information in his company's lets a telemarketer respond to customer inquiries more effectively because he or she can see a total picture of the customer relationship A) data warehouse
B) call back list
C) call rejection list
Trang 2162) Susan Lefferts' company advertises widely Ms Lefferts uses business reply cards attached toher company's magazine ads to build her company's database In which of the following ways would Ms Lefferts most likely use the database?
A) to deepen customer loyalty
B) to reactivate customer purchases
C) to avoid serious customer mistakes
D) to determine if up-selling is appropriate
63) Phil Langston has just ordered a number of expensive executive gifts that he will be sending
as an appreciation token to a select few customers from his client database In which of the following ways is Mr Langston most likely using his database?
A) to identify prospects
B) to decide which customers should receive a new sales offer
C) to deepen customer loyalty
D) to avoid serious customer mistakes
E) to beat the competition to a sale
A) everyday low prices
B) expanded home delivery options