【正文】 otal customer value and total customer cost. Answer: True Page: 141 Level of difficulty: Hard 64. Customer perceived value (CPV) is the difference between the prospective customer’s evaluation of all the benefits and all the costs of an offering and the perceived alternatives Answer: True Page: 141 Level of difficulty: Medium 65. Total customer value is the perceived moary value of all the purchases a customer makes on an annual basis. Answer: False Page: 141 Level of difficulty: Medium 66. Professional buyers and purchasing agents operate under various constraints and occasionally make choices that give more weight to their personal benefit than to the pany’s benefit. Answer: True Page: 142 Level of difficulty: Medium 67. The value proposition is stated in the price of a product and readily recognized by the average consumer. Answer: False Page: 143 Level of difficulty: Medium 68. The valuedelivery system includes all the experiences the customer will have on the way to obtaining and using the offering. Answer: True Page: 143 Level of difficulty: Medium 69. For a consumer to be delighted with a product or service he or she must perceive that performance exceeds expectations. Answer: True Page: 144 Level of difficulty: Easy 70. The ultimate goal of the customercentered firm is to create high customer satisfaction. Answer: False Page: 144 Level of difficulty: Hard 71. The key to customer retention is customer satisfaction. Answer: True Page: 145 Level of difficulty: Easy Chapter 5: Creating Customer Value, Satisfaction, and Loyalty 133 72. At the top of the package delivery industry with a satisfaction index score of 82 is FedEx. Answer: True Page: 146 Level of difficulty: Medium 73. Priceperception is the totality of features and characteristics of a product or service that bear on its ability to satisfy stated or implied needs. Answer: False Page: 146 Level of difficulty: Medium 74. Conformance quality and performance quality is essentially the same thing in a marketing sense. Answer: False Page: 147 Level of difficulty: Medium 75. Total quality management (TQM) is a production department approach to continuously improving the quality of all the production processes. Answer: False Page: 147 Level of difficulty: Medium 76. Marketers have found that the most essential role to be played in defining and delivering highquality goods and services to target customers is that of price (., price it right and it will sell). Answer: False Page: 148 Level of difficulty: Easy 77. The midsize customers for most anizations receive good service, pay nearly full price for the products and services they purchase, and are often the most profitable. Answer: True Page: 148 Level of difficulty: Medium 78. A profitable customer is a person, household, or pany that over time yields a revenue stream that exceeds by an acceptable amount the pany’s cost stream of attracting, selling, and servicing the customer. Answer: True Page: 149 Level of difficulty: Medium 79. Most panies measure customer satisfaction and individual customer profitability. Answer: False Page: 149 Level of difficulty: Medium 80. Unprofitable customers who defect to a petitor should be encouraged to do so. Answer: True Page: 149 Level of difficulty: Medium 81. Customer profitability analysis (CPA) is best conducted with the tools of an accounting technique called ActivityBased Costing (ABC). Answer: True Page: 149 Level of difficulty: Medium 82. According to customer profitability analysis (CPA), platinum customers spend the most money with the anization thereby making them valuable. Answer: False Page: 149 Level of difficulty: Hard 83. Any petitive advantage must be seen by customers as a customer advantage. Answer: True Page: 150 Level of difficulty: Medium Part 3: Connecting with Customers 134 84. Customer lifetime value (CLV) describes the present value of the stream of future profits expected over the customer’s lifetime purchases. Answer: True Page: 150 Level of difficulty: Medium 85. Carl Sewell, in Customers for Life, estimated that a customer entering his car dealership for the first time represents a potential lifetime value of over $300,000. Answer: True Page: 150 Level of difficulty: Medium 86. The aim of customer relationship management is to keep the costs of meeting and tracking consumers as low as possible. Answer: False Page: 151 Level of difficulty: Medium 87. Brand equity is the customer’s objective assessment of the utility of an offering based on perceptions of its benefits relative to its costs. Answer: False Page: 151 Level of difficulty: Hard 88. Customer equity is driven by three ponents: acquisition, retention, and add on selling. Answer: False Page: 151 Level of difficulty: Medium 89. A good illustration of a personal touch in the hotel business would be if the hotel employees (., registration, maid service, et cetera) call a guest by his or her name. Answer: True Page: 152 Level of difficulty: Easy 90. A customer touch point is the time when the customer makes a purchase. Answer: False Page: 152 Level of difficulty: Medium 91. A key driver of shareholder value is the aggregate value of the customer base. Answer: True Page: 154 Level of difficulty: Medium 92. One of the characteristics of mass marketing is using a oneway message in promotions. Answer: True Page: 155 Level of difficulty: Easy 93. Customer churn is how rapidly a store can move customers through its checkout facility or process. Answer: False Page: 155 Level of difficulty: Medium 94. Niysix percent of dissatisfied customers don’t plain。 they just stop buying. Answer: True