【文章內(nèi)容簡介】 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. petency of a travel agent Answer: a Page: 152 Level of difficulty: Medium 32. All of the following would be among the Peppers and Rogers’s fourstep framework for onetoone 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 pany e. identify your prospects and customers Answer: c Page: 154 Level of difficulty: Hard Part 3: Connecting with Customers 126 33. Winning panies improve the value of their customer base by excelling at strategies listed below EXCEPT ________. a. eliminating lowprofit customers immediately b. reducing the rate of customer defection c. increasing the longevity of the customer relationship d. making lowprofit customers more profitable or terminating them e. focusing disproportionate efforts on highvalue customers Answer: a Page: 154 Level of difficulty: Medium 34. Which of the following is a characteristic of onetoone marketing? a. Mass promotion b. Standard product c. Twoway messages d. Share of market e. Customer attraction Answer: c Page: 155 Level of difficulty: Medium 35. Another term for high customer ________ is customer churn. a. retention b. defection c. value d. perception e. belief Answer: b Page: 155 Level of difficulty: Easy 36. Markets can be characterized by their longterm buying dynamics and how easily and often customers can enter and leave. In ________, customers can leave and e back. a. permanent capture markets b. simple retention markets c. advocate markets d. simple petitive markets e. customer migration markets Answer: e Page: 156 Level of difficulty: Medium 37. 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 Answer: b Page: 157 Level of difficulty: Medium Chapter 5: Creating Customer Value, Satisfaction, and Loyalty 127 38. Most pany’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 Answer: c Page: 157 Level of difficulty: Easy 39. 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 Answer: b Page: 157 Level of difficulty: Medium 40. 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 Answer: e Page: 158 Level of difficulty: Hard 41. When panies 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 Answer: b Page: 159 Level of difficulty: Easy 42. Frequency marketing is an acknowledgment of the fact that 20 percent of a pany’s customers might account for ________ percent of its business. a. 50 b. 70 c. 40 d. 80 e. 90 Answer: d Page: 159 Level of difficulty: Medium Part 3: Connecting with Customers 128 43. Companies who try to increase a customer’s likelihood to repurchase a product may try to create longterm contracts, turn the product into a longterm 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 Answer: c Page: 162 Level of difficulty: Medium 44. An anized collection of prehensive 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 Answer: a Page: 162 Level of difficulty: Medium 45. 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 Answer: c Page: 162 Level of difficulty: Easy 46. A _____________ is simply a set of names, addresses, and telephone numbers. a. customer database b. customer mailing list c. callwaiting list d. psychographic list e. demographic list Answer: b Page: 163 Level of difficulty: Easy 47. 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 petitive strengths and weaknesses Answer: e Page: 163 Level of difficulty: Medium Chapter 5: Creating Customer Value, Satisfaction, and Loyalty 129 48