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| 1 | |
_____ marketing focuses on keeping and improving current customers, rather than concentrating on acquiring new customers. |
| | A) | Transaction |
| | B) | Expansion |
| | C) | Relationship |
| | D) | Strategic |
| | E) | Benefit |
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| 2 | |
Following the acquaintance relationship in the evolution of customer relationships is the customers as _____ stage. |
| | A) | allies |
| | B) | associates |
| | C) | friends |
| | D) | partners |
| | E) | supporters |
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| 3 | |
As a result of relationship marketing, customers experience specific relational benefits. These include: |
| | A) | social support, esteem benefits, and self-actualization benefits |
| | B) | the upper level benefits described on Maslow's hierarchy |
| | C) | confidence benefits, special treatment benefits, and social benefits |
| | D) | trust, value, and no switching costs |
| | E) | social relationships and utilities |
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| 4 | |
According to the 80/20 rule,: |
| | A) | only 80 percent of a company's customers deserve good service |
| | B) | 20 percent of a company's customers produce 80 percent of the company's profit |
| | C) | 20 percent of a company's customers should be classified as defect-prone |
| | D) | only 80 percent of a company's customers will be affected by service encounters |
| | E) | 20 percent of a company's customers will require little or no service |
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| 5 | |
The development of strong customer relationships is strongly influenced by: |
| | A) | legal barriers to loyalty programs |
| | B) | the composition of the buying center |
| | C) | barriers the customer faces in leaving a relationship |
| | D) | differences in organizational cultures |
| | E) | all of the above |
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| 6 | |
Molly and Tom are getting married. Last month they hired a caterer for the wedding reception. This month they attended a wedding for which their chosen caterer had provided food, dishes, and flowers. Neither thought the food was good, and Molly worried that the dishes looked cheap. However, they feel they cannot change caterers at this date due to the large deposit required by the catering company when it took the job. Molly and Tom do not want to pay: |
| | A) | extraneous expenses |
| | B) | opportunity costs |
| | C) | switching costs |
| | D) | fixed costs |
| | E) | retained costs |
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| 7 | |
Retention strategies based on social bonds: |
| | A) | build long-term relationships through social and interpersonal as well as financial bonds |
| | B) | use a strategy of mass customization |
| | C) | are concerned about maintaining customer intimacy |
| | D) | are the most difficult of the retention strategies to initiate |
| | E) | create high opportunity costs |
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| 8 | |
The Marriott Hotel introduced Express Check-Out service in response to customer frustration at waiting in long checkout lines. A guest's credit card receipt and hotel bill is left under his or her room door the morning of his or her scheduled departure. After checking the accuracy of the bill the guest simply leaves his or her room key in the room or in one of the key drop boxes at the front desk before leaving the hotel. Marriott's Express Check-Out allows the hotel to engage in: |
| | A) | mass customization |
| | B) | mass marketing |
| | C) | niche marketing |
| | D) | focused marketing |
| | E) | transactional marketing |
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