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general business data bank




Question;Essay;101. Compare and contrast the traditional organizational;chart for an organization against the modern;customer-oriented organization chart.;102. Provide a customer-centered definition of;the term quality.;103. Describe the concept of competitive advantage. Discuss the differences between;competitive advantage and;leverageable advantage.;104. Discuss the differences among customer equity, value equity, brand equity;and;relationship equity.;105.;Characterize;the five levels of investment in customer relationship building that a company can follow.;106.;Today;companies are increasingly concerned;about customer defection. There are five main steps;a company can take to reduce the;defection rate. Characterize those five steps.;107.;Discuss;the concepts of a data warehouse and datamining.;108.;Assume;that a marketing manager of a small company;is in the process of implementing;the use of a database to assist his or her company;in its marketing efforts. Considering the information found in the text, list;five ways that the marketing manager might be able to use the database for;marketing efforts.;109.;Describe;four situations or cases when building a customer database would not be;worthwhile for a company..;APPLICATION QUESTIONS;Multiple Choice;110.;John;Chambers, CEO of Cisco Systems, said ?Make your customer the center of your;culture.? Customer-centered companies are adept at building customer relationships, not just producing products, they are skilled in;not just product engineering.;a.;service;engineering;b.;market;engineering;c.;cultural;engineering;d.;innovation;engineering;e.;management;engineering;111.;Next;to the customers in a modern;customer-oriented organization chart, we would expect to find the ________ of;an organization.;a.;top;management;b.;marketing;department;c.;middle;management;d.;front-line;people;e.;service;department;112.;eBay;sees listening, adapting, and enabling as its main roles. This is clear in one;of the company?s most cherished institutions: ________.;a. the Midnight;Madness Bid;b. ecological concern;c. truth in advertising;d. the Voice of the Customer program;e. the Immediate Buyback Program;113.;If you;were to write a good working definition of the term total customer value;you should write ________.;a. the sum of value times (X) expectation;b. the sum of customer perceived value and;actualized value;c. the perceived monetary value of the bundle;of economic, functional, and psychological benefits customers expect from a;given market offering;d. the difference between the prospective;customer?s evaluation of all the benefits and all the costs of an offering and;the perceived alternatives;e. the concept is simply a bundle of costs and;expectations;114.;When a;consumer considers a product or service, he or she will choose whichever;product or service delivers the highest ________.;a. customer perceived value;b. customer perceived cost;c. consumer discount;d. consumer relationship;e. consumer synergy;115.;Buyers;do not always make logical or rational decisions. They might purchase the most expensive and least quality item for example. Which of the following would be another good;example of this behavior?;a. The buyer is not;seen by the seller as being very intelligent.;b. The buyer might;be under orders to buy at the lowest price.;c. The buyer might be underage.;d. The buyer might be under pressure to resist;sales messages.;e. The buyer refuses to listen to or read any;advertising.;116.;If a;company were to focus its marketing;efforts on all the experiences the customer will have on the way to obtaining;and using the offering, it would be focusing its marketing efforts on the;customer?s ________.;a.;perception system;b.;cost versus benefit system;c.;demand;d.;psychological system;e.;value-delivery system;117.;Whether;the buyer is satisfied after purchase depends on the offer?s performance in;relation to the ________.;a. buyer?s reactions;b. buyer?s expectations;c. seller?s delivery;d. seller?s expectations;e. both the buyer?s and seller?s demands;118. All of the following are ways that a buyer;forms his or her expectations EXCEPT;a. from past buying experience;b. from friends? and associates?;advice;c. from marketers? information;d. from competitors?;information;e. from inherited traits;119.;JetBlue;Airways has significantly raised customer expectations by following what;JetBlue calls the Values. All of the following would be considered to be among those Values EXCEPT ________.;a.;safety;b.;frugality;c.;caring;d.;integrity;e.;fun;120.;The;Field Grocery system is considering using _________ to pose as potential buyers;and report on strong and weak points experienced in the buying the company?s and competitors?;products.;a.;intelligence;agents;b.;covert;operatives;c.;mystery;shoppers;d.;market;mavens;e.;opinion;leaders;121.;All of;the following companies have been;deemed to be leaders in their respective industries because of high consumer;satisfaction scores (e.g., American Satisfaction Index [ACSI]) EXCEPT ________.;a. Dell (78);b. Cadillac (87);c. Google (82);d. Yahoo! (78);e. U.S. Post Office (75);122.;Marketing;managers have two responsibilities in a quality-centered company. First, they must participate in formulating;strategies and policies to help the company;win through total quality excellence. Second, ________.;a. they must always have the lowest price in;their industry;b. they must deliver marketing quality;alongside production quality;c. they must have been approved by the J.D.;Power and Associates;d. they must use six-Sigma;e. they must provide instant feedback from;consumers;123.;Advocates;of ________ would be in favor of improving;quality only on those dimensions that produce tangible customer benefits, lower;costs, or increase sales.;a. TQM (total quality management);b. PLC (product life cycle management);c. ROI (return on investment);d. ROQ (return on quality);e. ROP (return on promotion);124.;According;to research done by American Express, the best customers outspend those that;are considered to be the best customers by significant margins. For example, in retailing the best customers outspend other;customers by a ratio of ________.;a.;16 to 1;b.;13 to 1;c.;12 to 1;d.;5 to 1;e.;3 to 1;125.;With;respect to customer profitability analysis (CPA), the ________ customers are;the most likely dropped as customers;because of poor profitability.;a.;granite;b.;wood;c.;iron;d.;plastic;e.;lead


Paper#47244 | Written in 18-Jul-2015

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