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Exam 5: Creating Customer Value, satisfaction, and Loyalty

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Question 41

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CRM technology can help motivate employees by ________.

A) analyzing customer revenue and cost data to identify current and future high-value customers
B) better targeting the company's direct marketing efforts
C) tracking customer-service satisfaction levels
D) aligning employee incentives and metrics
E) developing new pricing models

F) C) and D)
G) A) and E)

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Question 42

Multiple Choice

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Total customer satisfaction is measured based on the relationship of ________.

A) anticipated and real performance
B) perceived performance and expectation
C) advertised outcomes and real outcomes
D) past experience and present experience
E) customer attitude and salesperson's attitude

F) A) and E)
G) A) and D)

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Question 43

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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 ________.

Give an illustration of how a company can use a customer database to reactivate customer purchases.

Conformance quality and performance quality is essentially the same thing in a marketing sense.

Through ________,marketing statisticians can extract useful information about individuals,trends,and segments from the mass of data.

What is the definition for customer-perceived value (CPV)?

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.

Consumers tend to be value maximizes-they estimate which offer will deliver the most perceived value and act on it.

It's often easier to reattract ex-customers (because the company knows their names and histories)than to find new ones.

Most companies measure customer satisfaction and individual customer profitability.

What do modern managers believe is their company's only true "profit center"?

A customer's decision to be loyal or to defect is the sum of many small encounters with the company.In order for all these small encounters to add up to customer loyalty,many companies,such as Joie de Vivre Hospitality,strive to create ________.

________ is defined as "a deeply held commitment to rebuy or repatronize a preferred product or service in the future despite situational influences and marketing efforts having the potential to cause switching behavior."

Marketers from which of the following are most likely to use database marketing?

Using European automobile giant Volvo as your illustration,create a value proposition for the company.

Customer profitability analysis (CPA) is best conducted with the tools of an accounting technique called ________.

Customer-perceived value is based on two components.What are those components?

Susan Lefferts' company advertises widely.Ms.Lefferts uses business reply cards attached to her company's magazine ads to build her company's database.In which of the following ways would Ms.Lefferts most likely use the database?

Field Grocery is considering using _________ to pose as customers and report on strong and weak points in customer service at Field Grocery stores.