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general business data bank




Question;1. The three drivers of customer equity are;value equity, brand equity, and ________ equity.;a. relationship;b. revenue;c. quality;d. price;e. product;2. Sub-drivers of relationship equity include;all of the following EXCEPT ________.;a. loyalty programs;b. special recognition and treatment programs;c. community building programs;d. knowledge-building programs;e. price protection programs;3. An alternative formulation to customer;equity is provided by Blattberg, Getz, and Thomas. They view customer equity as;being driven by three components;acquisition, ________, and add-on selling.;a. satisfaction;b. retention;c. perceived value;d. quality;e. pricing;4. ________ is seen as the cumulative value of;the firm?s network of relationships;with its customers, partners, suppliers, employers;and investors.;a. Responsive equity;b. Market equity;c. Relational equity;d. Strategic equity;e. Satisfaction equity;5. The ability of a company;to meet each customer?s requirements?to prepare on a mass basis individually;designed products, services, programs, and communications, is referred to as ________.;a. proactive customer service;b. individualization;c. mass customization;d. competitive;advantage;e. target market customization;6. A customer touch point in the airline industry would include an item such as ________.;a. reservations;b. mechanics ability to service the airplanes;c. ease of access to the airport;d. the value of air travel versus surface;transportation;e. competency;of a travel agent;7. All of the following would be among the Peppers and Rogers?s four-step framework for one-to-one;marketing that can be adapted to CRM marketing EXCEPT ________.;a. customizing products, services, and;messages to each customer;b. interacting with individual customers to;learn their needs;c. always offering the lowest price;d. differentiating customers in terms of their;needs and value to the company;e. identify your prospects and customers;8. Winning companies;improve the value of their customer;base by excelling at strategies listed below EXCEPT ________.;a. eliminating low-profit customers;immediately;b. reducing the rate of customer defection;c. increasing the longevity of the customer;relationship;d. making low-profit customers more profitable or terminating them;e. focusing disproportionate efforts on;high-value customers;9. Which of the following is a characteristic;of one-to-one marketing?;a. Mass promotion;b. Standard product;c. Two-way messages;d. Share of market;e. Customer attraction;10. Another term for high customer ________ is customer;churn.;a. retention;b. defection;c. value;d. perception;e. belief;11. Markets can be characterized by their;long-term buying dynamics and how easily and often customers can enter and;leave. In ________, customers can leave and come back.;a. permanent capture markets;b. simple;retention markets;c. advocate markets;d. simple;competitive markets;e. customer migration markets;12. In ________ marketing, the salesperson;contacts the customer from time to time with suggestions about improved product uses or new products.;a. accountable marketing;b. proactive marketing;c. reactive marketing;d. partnership marketing;e. basic marketing;13. Most company?s;practice only ________ when their markets contain many customers and their unit;profit margin(s) are small.;a. reactive marketing;b. partnership marketing;c. basic marketing;d. proactive marketing;e. accountable marketing;14. In markets with few customers and high;profit margins, most sellers will move toward ________ marketing.;a. reactive marketing;b. partnership marketing;c. basic marketing;d. proactive marketing;e. accountable marketing;15. The CRM (customer relationship management);imperative is characterized by five;steps or factors. All of the;following would be among those steps or factors EXCEPT ________.;a. acquiring the right customer;b. crafting the right value proposition;c. instituting the best processes;d. motivating employees;e. learning to make profits through marginal;customers;16. When companies;provide rewards to customers who buy frequently and in substantial amounts, this is referred to as ________.;a. benefit programs;b. frequency programs;c. satisfaction programs;d. loyalty programs;e. quality programs;17. Frequency marketing is an acknowledgment of;the fact that 20 percent of a company?s;customers might account for ________ percent of its business.;a. 50;b. 70;c. 40;d. 80;e. 90;18. Companies;who try to increase a customer?s likelihood to repurchase a product may try to;create long-term contracts, turn the product into a long-term service, and ________.;a. send frequent surveys;b. offer coupons;c. charge lower prices to customers who;purchase large supplies;d. request the customer join their loyalty;program;e. encourage customers to purchase in greater;frequency;19. An organized collection of comprehensive information about individual customers;or prospects that is current, accessible, and actionable for such marketing;purposes as lead generation, lead qualification, sale of a product or service;or maintenance of customer relationships;is called ________.;a. a customer database;b. a customer mail list;c. target market segments;d. customer segments;e. relationship markets;20. The process of building, maintaining, and;using customer databases and other databases for the purpose of contacting;transacting, and building customer relationships;is called ________.;a.;data warehousing;b.;datamining;c.;database marketing;d.;custom marketing;e.;electronic marketing;21. A _____________ is simply;a set of names, addresses, and telephone numbers.;a. customer database;b. customer mailing list;c. call-waiting list;d. psychographic list;e. demographic;list;22. A customer database should contain all of;the following EXCEPT ________.;a. a customer?s past purchases;b.;demographics;c.;psychographics;d.;mediagraphics;e.;an assessment of competitive strengths and weaknesses;23. A ________ would contain such items as past;volumes, prices, profits, buyer team names, status of current contacts, and an;assessment of competitive strengths;and weaknesses.;a. customer mailing list;b. contact list;c. customer database;d. business database;e. general corporate database;24. Savvy companies;are capturing information every time a customer comes into contact with any of;its departments. As a marketing manager all of the following would be available;customer touch points for your consideration EXCEPT ________.;a. a customer purchase;b. an online query;c. a mail-in rebate card;d. an ad run on a national television network;e. a customer-requested service call;25. James Everett is a telemarketer. He can use;his company?s ________ to respond to;customer inquiries more effectively;because of his ability to see a total picture of the customer relationship.;a. data warehouse;b. call back list;c. call rejection list;d. corporate database;e. Better Business Bureau contacts


Paper#47228 | Written in 18-Jul-2015

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