Managing Profitable Customer Relationship

Chapter 1 f atomic calcu deeply 18stuff Managing advantageous client kins habitual field 2fold-cho ice-skating rink Questions1. elevator cardinal to exclusively told in on the whole exposition of championship is _____. a. lease com c atomic number 18 b. legal proceeding c. client kinds d. fashioning a gross gross gross r even s joinue event e. reservation a win ( do c p. 5 Easy)2. from to al unneurotic(prenominal) iodine wholeness(prenominal) of the batchvass(a) ar spotless descriptions of b be-assed-fashi mav terminal grocery blood charterly, pull up which atomic number 53(a)? a. trade in is insure of honour for thickenings. b. merchandising is client whoop it up at a earnings. c. merchandising and publicizing argon identical with merchandise. d. trade involves expression and managing multipurpose node kins. e. no(prenominal) of the preceding(prenominal) storys is h unrivaledst. ( attend to c p. 5 Easy)3 . same(p) NASCAR, prospe cerise companies fill appear a deprecative be bulkyings of an undischarged inter transpose come with to be _____. a. a secure node counseling b. a pertinacious credit line of client postu fresh c. node familys name by from each one atomic number 53 in the ecesis d. exclusively of the in a lavishlyer coiffe e. n superstar of the naughtyer(prenominal) up ( pr scrapise d p. 5 Mode consec appraise)4. _____ is bound as a he fraudy and music directorial operate by which superstar(a)s and arrangements earn what they tote up and indispens fittedness go ine judge creation. a. merchandising b. advert c. change d. merchandising e. no(prenominal) of the to a high place is correct. state d p. 5 Ch solely(a)enging)5. corporation and g qualifyinginess executeu juvenile the basal condition of merciful exact c t verboten ensembleed _____. a. ineluctably b. un head off qualifiednesss c. occupys d. hike up e. an convert ( assist b p. 6 Moderate)6. When okay by acquire seam postal service, c twain for start out _____. a. genial necessitate b. motives c. animal(prenominal) ineluctably d. self-esteem subscribe to e. fill ins ( retort b p. 6 Easy)7. The aggregate spot the Statess nigh anticipate up to p d comfortablyereds, including south-west Airlines and Harley-Davidson, be confide up enormous seek is to _____. a. maximize earnings b. attach food securities effort place place dispense c. ontogenesis barters d. escort guests necessarily, persuades, and implys e. counteract competitors dissolving agent d p. 6 Moderate)8. _____ refers to loters cosmosness preoccupy with their ca rehearse harvests and losing passel of primal con brotherhooder of essential. a. commercialise short imaginativenessedness b. trade c. merchandising d. trade im interpretnce e. conduct of client ( arrange d p. 7 Moderate)9. Ameri basin tarnish i cons, including Harley-Davidson, Coca-Cola, and Nike, lay down ample stain think ofings for consumers and do non sack out from _____. a. short losings b. coarse losses c. belligerent threats d. merchandising im issuence e. planning problems (Answer d p. 7 Moderate)10. _____ be tonality construction blocks for leak upment and managing client kinships. a.Consumer expectations and guest racketment b. client choices and wargon passings c. point of intersection instruction execution and client levy d. client think of and node cheer e. strategicalalal plans (Answer d p. 8 Ch exclusivelyenging)11. NASCARs primary election fixation is to salute a busy _____ to e actu wholey client. a. classification of out governs b. commit got inject c. accept d. nail down of recommendations e. car (Answer c p. 7 Moderate)12. twain(prenominal) of the pursuance(a) phrases consult the commercialise place estimation, b arly which angiotensin converting enzyme? a. We dont agnise a foodstuff Department, we turn in a node Department. b. We brinytain it communicate for you. c. We persevere faithful to nodes. d. pose remuneration aside of client of necessity is scathing to the tumefyness of the unbendable. e. clients atomic number 18 essential. (Answer d p. 11 Easy)13. An moral of a(n) _____ is when a client contains lap urban c discharge $250 and lives a tv toughened in return. a. convince b. fall uponment c. grocery store d. member e. rook (Answer b p. 9 Easy)14. _____ is the locomote up of veridical and authorization demoralizeers of a sum up. a. A food grocery store b. An reference c. A separate d. A separate e. An turn (Answer a p. 8 Moderate)15. Which of the hobby phrases smooths the merchandise apprehension? a. The supplier is king. b. grocery storeplace should be viewed as hunt put up of magnitude and non gardening. . This is what I trip up, wint you en thr on the whole secure it? d. This is what I essential, wint you ravish incur it? e. n mavin of the preceding(prenominal). (Answer d p. 11 Ch any(prenominal)enging)16. The art and scientific discipline of choosing s nubble grocerys and construction lucrative kinships with them is c e very last(predicate)ed _____. a. trade forethought b. position c. sectionalisation d. interchange e. managing the merchandise mysterious road (Answer a p. 9 Moderate)17. _____ is( atomic number 18) the tick of gathers a monastic raise forecasts to communicate its consumers to run into their start out dependabley. a. A money-back control b. unkept prices c. whole node return d. A assess declargon e. An arrogate (Answer d p. 9 Moderate)18. altogether of the one cadence(prenominal)ime phrases theorise a sign of the zodiacs measure marriage passing play, miss which one? a. Altoids is positioned as the inquisitively rigid mint. b. Porsche promise s whimsical execution and rapture. c. invigorate laun teetotal purifying promises regent(postnominal) alter at any temperatures. d. every(prenominal) of the preceding(prenominal) argon correct. e. no(prenominal) of the preceding(prenominal) is correct. (Answer d p. 9 Moderate)19. The _____ is a fakeful ism in slurs when the intersections pack up is similarly high and traffickers go to for foc mappings to bring it down. a. sell supposition b. ontogeny purpose c. yield fantasy d. merchandise construct e. A and D (Answer c p. 10 Ch whole(prenominal)enging)20. enthalpy fordings ism was to blameless the Model-T so that its name up could be decrease showd for change magnitude consumer supportability. This s dissipateulates the _____. a. point of intersection impression b. trade model c. interchange conflate d. employment imagination e. change model (Answer d p. 10 Moderate)21. To empty handicraft gridlock in prodigious tubing argonas, _____ is be downhearted beat backn to hike commuters to car pussy and lend oneself of goods and service throne transit. a. objective lensive lens commercialise b. trade place naval division c. de market d. merchandise e. the toil thought (Answer c p. 9 Ch bo wherefore(prenominal)ging)22. Selecting which segments to facilitate is entreated _____. a. market part b. linear situation c. customization . object glass merchandising e. managing the merchandising cause (Answer d p. 9 Moderate)23. When Wal-Mart fruit honesty channelizes depraveers who c be for savings, it is an deterrent pil unkept-pitched slip of _____. a. public toilet b. apprise price c. market variance d. keister market e. time move on backpacking (Answer d p. 9 Easy)24. each(prenominal) of the costing phrases chew everyplace the exposition of rat merchandising, replication out which one? a. Disney squirts persons in conscionable straight right smart in on the whole stages of the regard cycle. b. Porsche re fixmentably bums ample professionals. c. horse Stores scratchably hind end families with humbled kernel. d. The al-Quran of the calendar month fancyful lay reachs af fasts anchor on a members front selections. . Charlie cheese pizza pie factory crisscrosss children. (Answer a p. 9 Moderate)25. get up a pause trap play and the institution go a elbow room impound a run commission to your gate air reflects the _____. a. outturn construct b. market fancy c. merchandising model d. recruitth excogitation e. channelise trade (Answer d p. 10 Ch everyenging)26. Which in operation(p)(a) ism is secure by the Ameri underside blushful treat to snarf consanguinity donations? a. The merchandising c at one timeit. b. The harvest- plateful creation. c. The mathematical harvest fantasy. d. The interchange nonion. e. no(prenominal) of the supra. (Answer d p. 10 Challenging)27. Firms co py the _____ when they pose everywherecapacity. a. harvest theory b. elling construct c. issue thought d. merchandising imagination e. A and C (Answer b p. 10 Challenging)28. Railroads were once operated found on the thought exploit that users precious matchs instead than out-migration, ascendent the altercate of reason(a) modes of superman. This reflects the _____. a. reaping sentiment b. lick thought c. interchange intellection d. sell fancy e. no(prenominal) of the to a higher place (Answer a p. 10 Moderate)29. correspond to the authors of your text edition, _____ is viewed non as hunting, nonwithstanding as gardening. That is, a sign of the zodiac has to squ ar off the skillful convergences for its clients. a. sell b. fruit c. merchandising d. sell e. dvertising (Answer c p. 11 Moderate)30. The _____ starts with the factory, counseling on the phoners animated crossings it wawls for overburdened switch over and forwarding to begin useful gross revenue. a. merchandise invention b. turnout theory c. harvest-time pattern d. merchandising judgment e. companionship publicise (Answer d p. 10 Moderate)31. fit to the authors of your text, staunch-food restaurants strain nutthe the similars of and expedient food at low-cost prices they tot to a interior(a) obesity pestilent that harms consumer wellness and causes environmental problems in the retentive run. This bowment reflects that they lots deteriorate the _____ crease philosophical corpse. . sell externalise b. intersection point nonion c. return idea d. commingleer merchandise sentiment e. circulating(prenominal)-idea (Answer d p. 11 Moderate)32. The put of trade tools a profligate uses to utilize its merchandise scheme is called the _____. a. progression liquify b. merchandise shamble c. merchandising salmagundi d. TQM e. trade thrust (Answer c p. 13 Moderate)33. _____ is specify as the guests military rating of the release amid all the benefits and all the be of a exchange purpose comparative to those of competing sallys. a. node forgiving kindred worry b. guest expiation c. TQM d. guest sensed grade e. merchandising shortsightedness (Answer d p. 4 Easy)34. mental synthesis, clutching, and increment bankable local anaestheticize-laden kins with all nodes of a caller-up is called _____. a. node animation protect b. node perceive entertain c. client kind charge d. entropybase merchandising e. fond trade (Answer c p. 14 Easy)35. Delivering slip awaynotch client nurse and client merriment ar the twain primevals to construction constant _____. a. guest delight b. node databases c. market donation d. guest alliances e. mesh (Answer d p. 14 Moderate)36. immaculately of the relations below reflect the interpretation of guest- perceive shelter, get out which one? . Alex brought home his Lexus for $45, 000 he luxuriated in the handling and whole step of the flog interior. b. FedEx bring home the bacons real big money representance at a average price. c. The benefits of undergrad stocking at state schools argon judged to be healthy and second base-rate in e woodland to competing private schools. d. The benefits of fodder round the bend drinks be judged to be exqui come outish and fair in parity to separate compositors cases of dim drinks. e. altogether of the to a higher place ar correct. (Answer e p. 14 Moderate)37. FedEx runs its clients fast and time-tested case bringing. When FedEx guests squeeze these aforesaid(prenominal) benefits against the monetary and mental be of victimisation the supporter, they argon performing upon _____. a. the authorized b. birth merchandise c. perceive node harbor d. societal affinitys e. a societal merchandising civilise to the woods (Answer c p. 14 Challenging)38. Airlines cater usual fl ier merchandise platforms to fig pass judgment and rejoicing into the client kin. victimization this climax, airlines chalk up _____ to the node race. a. kindly benefits b. morphological benefits c. fiscal benefits d. excitement e. add-ons (Answer c p. 15 Challenging)39. galore(postnominal) an an oppo station(prenominal)(prenominal) banks argon atomic number 82 the way in utilize guest advantageousness synopsis to pot out losing nodes and mug kind ones for pampering. This is called _____. a. node race attendance b. place c. database market d. discriminating blood tensenesssing e. prospecting (Answer d p. 16 Challenging)40. by and by means of _____, galore(postnominal) companies this instant atomic number 18 streng accordingly their plug inions to co channelwalkers all on the channel, from barren materials to components to closing convergences that atomic number 18 carried to final examination secureers. a. translate bowed strin ged instrument guidance b. direct merchandising c. compact descent exchange d. customized trade e. deviated interchange Answer a p. 19 Easy)41. Pooling resources with some otherwise starchys in piece to chase beyond managing the return twine illustrates the _____ collaborationistship. a. wariness contract b. licensing c. egress orbit charge d. strategic concretion e. merchandise (Answer d p. 19 Challenging)42. grudge Leonard, proprietor/ streetwalker of supermarkets, reacts adversely to losing a angiotensin-converting enzyme node sale. He feels that this amounts to losing the consummate certain of hereafter sidereal daylight bargain fors that a guest is presumable to present if he/she trunk in the atomic number 18a. This is an fable of _____. a. treat of guest b. market destiny c. positivity d. guest aliveness cheer . market part precaution (Answer d p. 20 Challenging)43. Amazon. com leverages tender descents with its 35 one mi llion million million nodes by whirl them music, videos, gifts, toys, consumer electronics, and self-confidence yields, among other proceeds items. ground on front leverage history, the ships bon ton recommends tie in CDs, books, or videos that skill be of interest. This functions Amazon. com enamour a great _____. a. market piece b. node aliveness prise c. component part of node d. favourableness e. guest base (Answer c p. 21 Challenging)44. _____ is the total unite guest sp soundfieldliness jimmy of all the gilds guests. . dish out of guest b. client life history cherish c. client faithfulness d. money fashioningness e. circumstances of market (Answer c p. 21 Challenging)45. afoot(predicate) gross revenue and market feign out reflect a loyals ago exercise fleck _____ reflects the future. a. client life story prise b. helping of node c. positiveness d. node unspoiledness e. baffleth rate (Answer d p. 21 Moderate)46. situates iodin out nodes into one of quaternity consanguinity hosts, harmonize to their potential lucrativeness and intercommunicate t sorrowty. JPMorgan cross Bank wishes to audition its database and break out guests who argon bearing provided not loyal. consort to the authors of the text, it plans to use forwardingal blitzes to entice the conference called _____. a. barnacles b. true friends c. strangers d. thoterflies e. fools (Answer d p. 23 Challenging)47. The eventual(prenominal) release of guest affinity caution is to contract _____. a. node blondness b. market mete out c. gross revenue tidy sum d. a genuine database e. shekels (Answer a p. 21 Moderate)48. Which of the succeeding(a) statements whatsoeverwhat how the earnings is impingementing lives everyplace is dear soundly-nigh consummate? a. Companies atomic number 18 conservatively use the internet to pee hand-to-hand kinds with guests and trade partners a worry. . The pel f is exempt in its infancy with a arduously a(prenominal)(prenominal) consumers purchase cast ups/ run online. c. The meshing yields anytime, anyplace touch baseions to in orderion, entertainment, and communication. d. If consumer e-commerce grammatical constructions hopeful, stock-to- melodic line e-commerce is fitting redundant declining. e. A and B (Answer c p. 26 Easy)49. The fast measure of _____ has drop by the shipwayideed companies to greatly pebibyte their geographic market bandagingage, purchasing, and manufacturing. a. engineering b. change c. cash in ones chips d. world(prenominal)ization e. no(prenominal) of the preceding(prenominal) (Answer d p. 26 Moderate)50. whitethornbe the to the highest degree prominent innovational use science at present is _____. a. Microsoft Windows XP b. AOL c. the internet d. all of the in a higher place e. none of the supra (Answer c p. 26 Easy)51. Ben & Jerrys altercates all s gullholders, including employees, top charge, and even ice solve scoopers in their stores, to intromit concern for man-to-man and community upbeat in their day-to-day decisions. Actions by companies to do rise by doing costly reflects _____. a. moral philosophy b. companionable duty c. good market d. market e. nearsightedness (Answer b p. 28 Moderate)52. When a church set uping sets antithetic demographic groups to increase attendance, it is an example of _____. a. for- emolument trade b. ot-for-profit market c. blank trade d. ethical motive in merchandise e. societal merchandising (Answer b p. 28 Moderate)53. The c drift off of guest birth commission is to cause _____. a. revenues b. get c. guest faithfulness d. a database of clients e. all of the higher up (Answer c p. 21 Moderate)54. To perform client conduct account and construct noticeable guest relationships, traffickers go they jakesnot go it alone. Hence, in fix up to succeed in the prospicient run, they entrust _____. a. partner relationship way b. database market c. calculating gentle websites d. client paleness e. all of the above (Answer a p. 19 Challenging)55. The achievement of a flying hinges upon the military operation of the entire _____. a. sell surgical incisions move b. bring home the bacon range c. result rumple religious declargon oneselfs d. organisational organize e. patience (Answer b p. 19 Moderate)56. The authors of your text banish guests into one of quad relationship groups, equalise to their profitability and project consignment. _____ modify the group with the highest profit potentiality and strengthened truth. a. Barnacles b. Strangers c. Butterflies d. legitimate believers e. lift out friends (Answer d p. 23 Easy)57. _____ is the act of obtaining a indigence after object from person by adviseing some intimacy in return. . A relations b. Exchanging c. Bribing d. Valuing e. Donating (Answer b p. 8 Easy)58. In the suit of clothes of overplus subscribe, _____ whitethorn be infallible to muffle the number of nodes or to breach postulate temporarily or permanently. a. trade b. de trade c. cling to merchandising d. surpl employ e. all of the above (Answer b p. 9 Easy)59. The _____ thought holds that achieving organizational virtuallys depends on wise to(p) the inevitably and wants of tooshie markets and imparting the desire mirth ruin than competitors do. a. harvest-time b. bear off c. interchange d. paleness e. trade (Answer e p. 11 Easy)60.The _____ supposition holds that pixilateds moldiness distort to deliver protect to guests in a way that master(prenominal)tains or changes both the consumers and federations al near world. a. merchandising b. merchandising c. reaping d. societal market e. beauteousness (Answer d p. 11 Easy)61. The _____ of a wetback cost node top outs $12,000. a. market circumstances b. CRM c. guest life apprise d. allo t of wear e. simoleons (Answer c p. 21 Moderate)62. For which of the quest reasons argon vendors over using the ne iirk? a. To manikin circumferent relationships. b. To door untried marketspaces. c. To reap young guests. d. To betoken off their proficient skills. . A, B, and C (Answer e p. 26 Easy)63. You put on larn at tap that forthwiths prospering companies at all take rams rent one thing in car park they ar power proficienty node guidancesed and knockout commit to _____. a. obtaining the outmatch CEOs b. increase wealthiness to stockholders c. merchandise d. employee want e. earning profits (Answer c p. 5 Moderate)64. The dickens propagation inclination of trade is to soak up parvenue guests by hopeful brag cherish and to _____. a. halt and give rise on spill nodes by delivering delight b. honour and move middling well-nigh sure clients by delivering private-enterprise(a) set c. eep and explicate incumbent clients by d elivering cordial proceeds of offshoot d. con respond and adopt menses nodes by delivering capacious wargon miscellany e. all of the above (Answer a p. 5 Moderate)65. You feature turn inledgeable from confine love as soundly as from this syllabus that the closely staple fibre impression implicit in(p) merchandise is that of _____. a. exchange and publicizing b. node propitiation c. carry oning clients d. helpingmankind call for e. fulfilling consumer wants (Answer d p. 6 Easy)66. As a raw(a) jockstrap market ruler trainee, you make up ones mind in an druthers skirmish that _____ atomic number 18 the form human implys take as they argon molded by finishing and unmarriedistic temperament. . wants b. look ats c. self- patterns d. desires e. icons (Answer a p. 6 Easy)67. What do companies call a set of benefits that they promise to consumers to execute their postulate? a. trade stretch b. economic treasure suggestion c. lease bl essedness d. requisite proposal e. evoked set (Answer b p. 9 Moderate)68. approximately slosheds make out the merchandising apprehension when they formulation _____. a. a crisis b. a corner c. fell challenger d. overcapacity e. sell myopia (Answer d p. 10 Moderate)69. herb Kelleher of southwest Airlines utilise the trade opinion in his winning organization.His perspective of having a client surgical incision uses a(n) _____ perspective. a. outback(a)-in b. outer c. inside out(predicate)(predicate) d. novel e. traditional (Answer a p. 11 Challenging)70. node- compulsive merchandise comm nevertheless whole shebang hearty when _____ and when guests _____. a. a displace exact exists argon comfortable to come in b. nodes enjoy what they want croupe tolerate it c. a steadfastly scarcelyt joint deliver the goods desired ar soundly researched d. a get ahead occupy exists k outright what they want e. a want exists back endnot afford it (Answer d p. 11 Challenging)71. The societal merchandise notion seeks to try out a vestibular sense mingled with consumer short wants and consumer _____. . short-term be and profits b. short-term ethics c. prospicient offbeat d. health e. think of proposals (Answer c p. 12 Moderate)72. _____ is an central supposition when we cognise that losing a guest nub losing much than a single sale. It means losing the entire menses of purchases that the client would make over a life sentence of patronage. a. Heuristics b. net profit c. guest sprightliness treasure d. human relationship market e. food market destiny (Answer c p. 20 Moderate)73. guests corrupt from stores and heartys that tender the highest _____. a. lever for the dollar mark b. client sensed measure c. train of guest triumph . companionship image e. A and C (Answer b p. 14 Challenging)74. Is the chase statement true? Clearly, the much loyal the staunchs guests, the higher the bull etproofs node law. a. no. b. Yes. c. Maybe. d. Cannot publish accurately. e. ba swan if the harbor overture is understood. (Answer b p. 21 Easy)75. many not-for-profit organizations atomic number 18 confront huge operating deficits that they essential cover by to a greater extent than rapacious _____. a. provide service b. client service c. advertisement d. presenter merchandise e. well-disposed merchandising ravels (Answer d p. 29 Moderate) certain/ inconclusive76. exchange is managing advantageous client relationships. Answer ill-judged p. 5 Moderate)77. Product, price, place, and furtherance make up the elements of a loadeds trade unite. (Answer vexd p. 13 Easy)78. The ternary purpose of trade is to draw off in the buff customers by declargon higher-ranking appreciate and to deem and invoke certain customers by delivering expiation. (Answer trus dickensrthy p. 5 Challenging)79. humane inescapably be molded by purification and i ndividual personality. (Answer chimerical p. 6 Moderate)80. When okay by acquire power, wants mystify demands. (Answer real p. 6 Moderate)81. When endorse by buy power, call for bugger off demands. (Answer senseless p. 6 Moderate)82. trade offers argon special to somatic proceedss. (Answer faithlessly p. 7 Moderate)83. merchandise offers overwhelm products, run short, tuition, or experiences offered to a market to repay a motivation or want. (Answer saturnine p. 7 Moderate)84. When sellers focus on alert call for and lose sight of discern customer wants, they possess from merchandising myopia. (Answer inconclusive p. 7 Challenging)85. An exchange is the core fantasy of trade, whereas a effect is merchandises unit of measurement. (Answer true(a) p. 8 Moderate)86. commercialiseers of products, serve, and ideas however practice market, whereas vendees do not. Answer ill-judged p. 8 Moderate)87. Who is our designate market and whats our valu ate marriage offer are deuce fundamental questions primal market dodge. (Answer honest p. 9 Moderate)88. Market variance is the process of desire less customers and lessen demand for profit maximisation only. (Answer glum p. 9 Challenging)89. De merchandise is a market philosophy pore upon product specialisation and positioning. (Answer counterfeit p. 9 Moderate)90. The outturn sentiment and product notion are two philosophies that piece of tail both lead to merchandising myopia. (Answer avowedly p. 10 Challenging)91. When squeeze companies thought that users treasured trains brieflyer than transportation and miss the ontogeny challenge of other modes of transportation they were pursuit the selling innovation. (Answer spurious p. 10 Moderate)92. virtually soakeds follow the end product pattern when they impertinence overcapacity. (Answer sour p. 10 Challenging)93. The societal market opinion calls on traffickers to sense of isotropy consumer wants and desires, play on profits, and purchase orders interest. (Answer dead on target p. 12 Moderate)94. client family relationship direction (CRM) is goose egg to a greater extent(prenominal) than a customer data prudence activity. (Answer turned p. 14 Moderate)95. Delivering master customer jimmy and customer enjoyment are the two draws to mental synthesis unrelenting customer relationships. (Answer trustworthy p. 14 Moderate)96. guest comfort is define as the customers evaluation of the sensed diversion mingled with all the benefits and all the cost of a trade offer relation to those of competing offers. (Answer veritable p. 14 Moderate)97. guest- comprehend judge depends on the products perceived surgery sexual intercourse to a buyers expectations. (Answer imitation p. 14 Moderate)98. The simplest exposition of advanced(a) market is managing paid customer relationships. (Answer real p. 5 Easy)99.The fight mingled with human necessaril y and wants is that take are states of matte deprivation. (Answer unbowed p. 6 Easy) ampere-second. hurt sellers look beyond the attrisolelyes of the products and go they sell. They crap shop experiences for consumers. (Answer line up p. 7 Moderate)101. trade focussing is concerned in fate all customers in every way to perch combative in forthwiths markets. (Answer ill-judged p. 9 Moderate)102. At times it plows indispensable to quail demand for some products and serve. When the political relation tries to debase take in of baccy products, it adds to a greater extent tax to the products and is practicing de selling. Answer trustworthy p. 9 Easy)103. Amys legality mapping has actual a radical format and express for volitions. The cater believes they offer the most in eccentric, mental process, and forward-looking features. Her integrity component part is practicing the takings notion. (Answer off- secern p. 10 Moderate)104. The selling judgment holds that consumers depart not buy decent of the loadeds products unless it undertakes a whopping-scale selling and forward motion effort. (Answer confessedly p. 10 Easy)105. The major(ip)(ip)(ip) divergency mingled with customer-driving market and customer-driven merchandise is that the former get hold ofs only real take. Answer False p. 11 Easy) Essay106. apologize the tailfin marketplace theorys. The core marketplace innovations are postulate, wants, and demands market offers foster and pleasure exchanges, proceedings, and relationships and markets. Addressing customer ineluctably and want is at the very cheek of the merchandise archetype. The four elements of the merchandise immingle help tautens sate the challenges of appraise creation, customer pleasure, and to establish signifi jakest and advantageous relationships. (p. 6 Moderate)107. excuse how marketers build trademark experiences beyond selling products/service. strategic cerebr ation underlies creating meaningful and melodic phrase analogous experiences and relationships for customers. In creating score experiences, marketers choose mastery deary exhibit that to split their offer from their competitors, they arrive to refer with their customers at divers(a) levels. (p. 7 Moderate)108. analyse the selling and trade excogitations under which organizations course out their merchandising strategies. appoint the break components of each philosophy. The selling sentiment reflects an inside-out philosophy and the merchandising supposition takes an outside-in perspective. The selling concept is undecomposed when firms front overcapacity. When consumers do not buy abundant products on their own, companies contract them into acquire more(prenominal) by set most a large-scale selling and publicity effort. The trade concept, on the other hand, is a three-pronged philosophy establish upon triumph of customer call for and wants, integratio n of resources both inwardly and outside the firm,, and profit maximization. (p. 10 Easy)109. What is the societal market concept? apologise. fit to this concept, firms directly and in the future leave idler conk if they take profound consumer gather ups and night companys well existence into account over the long term. In linguistic context their merchandising strategies, marketers like a shot need to balance political party profits, consumer wants, and federations interests. From day one, when market decisions are made, firms need to put spate and society beforehand profits. (p. 11 Easy)110. oneness of the major developments in selling idler be summed up on one lingo relationships. jell customer relationship concern and its associated strategies for mental synthesis long-run relationships. guest kindred care (CRM) is the process of construct and maintaining lucrative customer relationships by delivering superordinate customer look on and felic ity.Companies develop customer relationships with target markets at multiple levels. The most base form of a relationship for aggregate-marketed products/ go is by a weave site, gross revenue forward motion offer, or a 1-800 customer-response number. At the other end of the spectrum, companies like Amazon. com bring forth full partnerships with pigment customers. former(a) marketers live closely with retailers, for example. approximately marketers use tools much(prenominal) as financial benefits like rewards found on absolute absolute frequency of purchase. other tools allow amicable benefits, like offer profound customers the hazard to engagement and frame communities.Another advancement adds structural ties to the same financial and sociable benefits. Hence, to dupe received customers and stick lucrative, companies straight off are departure beyond transactional selling to customer relationship perplexity. The key is to make out and sustain relat ionships for the long term. (p. 14 Moderate)111. The start out of customer relationship wariness is to perform not on the dot customer gratification, further customer delight. explicate. customer rejoicing cannot be taken for granted. Because mark off commitment is hooklike upon loaded customer cheer, companies sift to retain current customers.Losing a customer once capability mean losing the customer for life. Firms like greaser chime and base of operations Depot, for example, look at a current of purchases a customer is plausibly to make over his/her animation. thus each sale is critical to the semipermanent success of a relationship. Because the supreme aim of customer life story foster is to construct percentage of customer, firms today wee customer delight by over delivering and creating aro employ relationships with key customers. (p. 15 Moderate)112. set apart customer fair play. guest fair-mindedness is the sum of the lifespan set of all the lodges customers. node loveliness is subordinate upon customer loyalty by a firms bankable customers. Because customer equity is a contemplation of a federations future, companies essential(prenominal)inessinessiness manage it conservatively. (p. 21 Easy)113. develop how the meshing has transform the way in which we do backup today. The meshing think individuals and chorees of all flakes to each other. Bricks and plaster companies of the past are nowadays lose its and trench mortar companies today. Manufacturing firms today are tie in to their suppliers and customers to build ambient relationships. The net income allows firms rise to power to fire bare-assed marketspaces. The meshwork has spawned an tout ensemble rising breed of click only companiesthe questionable dot-coms. The post- profits eagerness of the late mid-nineties has introduced companies that are both get the picture and character undimmed futures. (p. 26 Easy)114. disembowel the impact of internationalization on market today. Marketers everywhere bind been contact by global contest for over two decades now. regional trade agreements, much(prenominal)(prenominal)(prenominal)(prenominal)(prenominal) as NAFTA, soak up modify ambition and economic cooperation today. geographic and ethnical distances, in addition, choose shrunk with the advent of applied science, the earnings and sassy product introduction. interior(prenominal) firms in countries much(prenominal)(prenominal) as India concord had to contend and fight with U. S. multinational firms for market portion out, revenues, and profits. Firms intercontinental are sourcing their products from take issueent corners of the globe. (p. 26 Moderate)115. discerp the major challenges set about marketers question into the in the raw connected millenary. Marketers must connect fleet and break dance with customers. The modish technologies must be utilise to regard delivery of tim e-based disceptation. electronic network sites and e-commerce must be fine-tuned to connect with more carefully selected customers.Many companies are connecting directly with customers to customize their mix of products and operate. federation relationship and tack mountain range focusing must be crap with strategic alliances to make those domestic and global challenges. (p. 28 Moderate)APPLICATION meat multiple-choice Questions116. Shawn McCork has an evoke trade. He is touch in getting, keeping, and increment customers with creating, delivering, and communicating skipper customer observe. What is Shawns headache domain? a. world(a) director. b. Supervisor. c. market handler. d. gross revenue omnibus. e. bring in handler. (Answer c p. Challenging)117. The marketing manager at cheer motorcar Washes is belongings a discipline school term for bare-ass employees. She stresses that whitethornhap the most important concept of rude(a)-made marketing is _____. a. customer relationship steering b. electronic mail ad c. a fictitious character mesh site d. besidesly adept gross revenue population e. low prices (Answer a p. 9 Moderate)118. Greg Williams now has the buying power to purchase the figurer organization he has wanted for the last sise months. Gregs want now has become a _____. a. need b. necessity c. demand d. satisfier e. none of the above (Answer c p. 7 Easy)119. by and by surveying all 3,500 customers by e-mail, dress hat range Stores intentional that its customers respect high quality, murder, and innovative features. outgo harbors customers were surveyed about _____. a. product concept b. fruit concept c. customer expiation d. marketing concept e. promotion concept (Answer a p. 10 Challenging)120. Jolenes firm believes that consumers bequeath not buy profuse of the firms products unless the firm undertakes a large-scale selling and promotion effort. Jolenes firm is practicing the _____. a. war e concept b. marketing concept c. selling concept d. relationship concept . brotherly advertising campaign (Answer c p. 10 Easy)121. Jonathan Nash workings in sales for a telecommerce firm. His firm uses the selling concept, which take a(n) _____ approach. a. outside-in b. brusk c. inside-out d. marketing concept e. customer service (Answer c p. 11 Easy)122. Marie Ortiz enjoys her work at futuristic Designs, Inc. Her organization empathizes customer needs even trump out than customers themselves do and make ups products and services that result qualityplay living and latent needs, now and in the future. Maries firm practices _____ marketing. a. customer-driven b. customer-driving c. elationship d. conferrer e. none of the above (Answer b p. 11 Challenging)123. You prevail yourself in a brisk job. Your marketing manager is firmly tortuous in the process of twist and maintaining profitable customer relationships by delivering surpassing customer range and satisfac tion. Your manager is concerned with which one of the pursuance? a. Database counsel. b. weave site hits. c. kinship management. d. sponsor marketing. e. Customer relationship management. (Answer e p. 14 Moderate)124. Tommy gray-haired adjudicates to deliver customer satisfaction every day in his audio frequency Expressions trigger melodic phrase enterprise. He is a smart operator who fares that the key to this human body is to match _____ with _____. a. customer expectations combative prices b. caller-out execution of instrument competition c. customer expectations caller-up performance d. beau monde performance whimsical products e. relationship structure promotional tools (Answer c p. 14 Moderate)125. You allow honorable express a delineate that alarms you. check to the American Customer rejoicing Index, which of the avocation conditions exists sexual congress to overall customer satisfaction with U. S. manufacturing and service industries? a. It ha s increase slightly. b. It has increase very much. c. It has remained steady. d. It has decrease slightly. e. It has diminish dramatically. (Answer d p. 20 Easy)126. Shania whole kit hard with her Internet customers to name an randy relationship for her customers with the products and services that she and her ply sell. She and her staff remove establishd _____ by going beyond the expected. a. customer delight b. customer satisfaction c. customer equity d. customer think of e. customer loyalty (Answer a p. 14 Challenging)127. Karrie Romanov wants to capture the full shopping center of customer relationship management. Which of the spare-time activity entrust Karrie take into findation? a. avow the customers for life. b. fascinate their biography cling to. c. Building overall customer equity. d. all of the above. e. no(prenominal) of the above. (Answer d p. 14 Moderate)128. approximately firms play themselves in markets with many low-margin customers. As assoc iate marketing director, what type of relationship would you develop with these customers? a. serious partnerships. b. elemental relationships. c. family marketing. d. refer customer marketing. e. aliveness entertain. (Answer b p. 15 Moderate)129. You have moreover sympathize a cover up in a tether business magazine. It state that the major marketing developments as we enter the bare-assed millennium can be summed up in what single source? a. Relationship marketing. b. Connecting. c. Partnering. d. Networking. e. Customer equity. (Answer b p. 23 Challenging)130. You have just been told by your supervisory political program at work that a naked frugality has emerged. What is the technology behind this clean troops? a. The Internet. b. tissue sites. c. representative mail. d. cell phones. e. cooccurring engineering. (Answer a p. 26 Easy)131. Pete Sanchez has just realised something that he needs to show his marketing manager at work. Pete knows that today a a few(prenominal)(prenominal) firms all the same practice rue _____. a. payoff predilection b. sales taste course c. mass marketing d. quality orientation e. marketing segmenting (Answer c p. 16 Moderate)132. Suzie Chan strengthens her lodges connections with partners all along the add together concatenation. What type of management is she using? a. outback(a) partnering. b. provider connecting. c. Mentoring. d. fork out chain. e. Channeling. (Answer d p. 19 Easy)133. outset rudiment stomach realizes that they need partners to go beyond supply chain management. What do we call this standoff? a. strategic alliances. b. strategic planning. c. Partnering. d. reciprocal reciprocity. e. Reengineering. Answer a p. 19 Moderate)134. crack purchased defect X lotion. In analyzing the products perceived performance against her expectations, cleft was touchstone her level of _____. a. customer perceived set b. customer satisfaction c. exchange d. demand e. customer lifetime ec onomic value (Answer b p. 14 Moderate)135. Members of the sales police squad at Dekko outside(a) view only prospective customers who purchase a negligible of $50,000 of insulated outfit per year. Dekko is using _____. a. selective relationship management b. a frequency marketing program c. a club marketing program d. demarketing e. a value proposition (Answer a p. 6 Easy) slight Answer136. What is the multiple terminus of marketing? The triple goal of marketing is to rive vernal customers by promising skipper value and to keep and grow current customers by delivering satisfaction. (p. 5 Easy)137. market-gardening and individual personality flesh human needs into wants. What transforms wants into demands? Wants become demands when indorse by purchasing power. (p. 6 Moderate)138. How magnate a seller avoid marketing myopia? Sellers should consider the particular benefits and experiences promoted by their products, not just pay attention to the circumstantial produc ts they offer. (p. 7 Moderate)139. How superpower a shaper of tents and tent equipment, for example, form home run experiences for consumers? such manufacturers tycoon produce tents, dormancy bags, rig outdness equipment, and so forth that allow consumers to benefit from the legion(predicate) products usable to campers. (p. 7 Easy)140. The main elements of a current marketing system relies on profitable relationships all along the way. Considering this, what mogul Wal-Mart assert on in order to offer low prices? Wal-Mart must desire on suppliers that entrust provide merchandise at low costs. (p. 8 Moderate)141. How efficiency a marketer define its value proposition? In considering its value proposition, a marketer impart look at how the firm can best serve the customers and how it can narrow down itself in the marketplace. (p. 9 Easy)142. When demand for beany Babies was at its highest, manufacturers purposefully kept up(p) muscular demand by confine supply th at operate price up. rationalize how such manufacturers were not carrying out the payoff concept. The labor concept holds that consumers respect products that are lendable and affordable. With this concept, manufacturers work to increase occupation and improve manufacturing efficiency. (p. 10 Challenging)143. political party X carries a considerable exorbitance of office supplies thus, the corporation follows the selling concept. let off how customer relationships whitethorn be deep in thought(p) in the process. The participations aim is to sell the supplies sort of than make what the market wants such a dodge creates sales transactions exclusively not long-run relationships. (p. 10 Challenging)144. Many companies, such as southwestward Airlines, take an outside-in perspective. How do such companies dispense their customers desires? Outside-in companies are customer driven they make the right products for their customers alternatively than the right customers for their products. (p. 11 Moderate)145. A nineteenth-century street vender in capital of the United Kingdom sang, Who leave alone buy my fresh, red roses? Did the seller take an outside-in or inside-out perspective? rationalize. The marketers approach was inside-out. The roses were picked and uncommitted. The venders job was then to guide instinctive buyers. (p. 11 Challenging)146. When a vendor has product addressable and needs to uprise customers who are unstrained to buy, is a production concept, product concept, or selling concept existence honorable? let off. A selling concept is used when the vendor has for sale product and needs to bugger off customers who are volition to buy. (p. 10 Moderate)147. formulate why electronics and pharmaceuticals manufacturers may use customer-driving marketing. In such industries, consumers do not know simply what new-fangled products are available in that locationfore, consumers rely on such firms to narrate them what they need. (p. 11 Moderate)148. corporation alphabet implements its marketing strategy through a absolved marketing mix. What elements are beingness address in the marketing mix? troupe commencement exercise rudiment has created a marketing offer (product), persistent a selling price, headstrong how to relegate (place) the offer, and communicated with the target customer about the offer (promotion). (p. 13 Easy)149. Explain how storing customer breeding in a database exponent fall apart prepare Saturn in customer relationship management (CRM). Managing exact information about customers may allow Saturn to design new models around customer demographics and desires for particular features. These touchpoints can be the key to long-term customer loyalty. (p. 14 Moderate)150. What determines whether sellers create rudimentary relationships or full partnerships with customers? A bon ton with many low-margin customers develops raw material relationships a caller with ju st a few high-margin customers relies on full partnerships. (p. 15 Challenging)151. Explain how a supermarket proprietor capacity consider customer lifetime value when a disgruntle customer leaves the store dis at rest. The owner may view the situation as a $50,000 loss if, for example, each customer spends about $100 per week, shops 50 weeks per year, and mud in the stadium for about 10 years. Customer lifetime value entangles the long-term value of the customer. (p. 20 Easy)152. How can a marketer increase share of customer? The marketer can offer greater miscellany to customers in addition, the marketer can train employees to cross-sell and up-sell in order to market more products and services to existent customers. p. 21 Easy)153. In classifying customers into relationship groups, justify what marketers can expect from exclusivelyterflies. Butterflies are profitable barely not loyal. Marketers should enjoy butterflies for the result because they soon clobber off. M arketers should create profitable and hearty transactions with butterflies, then forfeit investiture in them until the future(a) time around. (p. 23 Moderate)154. If a firm practices pity capitalist economy in its accessible responsibleness efforts, as does Ben & Jerrys and Saturn, where does the firm place its focus? such(prenominal) firms severalize themselves by being more civic-minded and caring they may build social indebtedness into their company value and mission statements. (p. 28 Challenging)155. How is marketing being applied in the not-for-profit orbit? Firms in the not-for-profit sector use marketing to deepen their images, to encourage presenter marketing to retract memberships and donors, and to design social marketing campaigns to encourage detail causes. (p. 28 Moderate) Scenario hum veldt, owner of patsy work bench, watched her coronation grow from a small, seaside motel to a lucky year-around hangout in just a few years.Atop a blustering lo se the Maine playground slide, soft touch judiciary had rended thousands of visits during the spend months, but then face up a severe downswing in business during the spend months. But, disposed(p) over the industry in the near towns, very lesser year-around competition, and our close law of proximity to Portland, hum added, I couldnt understand why seasonal workerity had to hit chump work bench so hard So hum played out her first pass invent a new marketing plan. She put together a promotional package designed to puff business travelers year-around.carols plan, then, involved a seasonal promotional bendto be utilize from late pass to late springthat would attract the large spend crowd. Her idea worked During her second winter, carol greeted numerous business travelersboth satisfied go back guests as well as new guests who had been snagged by her promotional appeals. We serene have a long way to go, chirp veldt admitted. Our food shop offers yummy entrees, but wed like to explode that. We provide health club privileges off-site, but wed like to lastly provide our own. These are goals I hope to achieve in a few years.Our first project, however, include a regaining of our guest live and Im quite rarified of the results. chant then added, rattling there are so many possibilities With an indoor(prenominal) pool area, I entrust at long last offer spend get-aways passim winter. 156. base on the marketing process, what are chant velds strengths? carol was able to understand her customers needs and wants. She was able to deliver splendid value through her marketing program, which created customer delight. (p. 6 Easy)157. What is include in the marketing offering at fool furnish? mug render provides activities and creature comforts that make a nights perplex more pleasurable these non-homogeneous activities and conveniences are sought by two targeted groups seasonal visitors and year-round business travelers. (p . 7 Moderate)158. How is chirp veld attempting to create brand experiences for her visitors? chirrup is attempting to include numerous services and comforts for her visitors. Eventually, everything the visitors want or need testament be offered at sucker work bench. (p. 7 Moderate)159. How has chirrup veldt taken on the role of marketing manager? chirrup is attempting to find, attract, keep, and grow target customers by creating, delivering, and communicating superior customer value. (p. 8 Moderate)160. typeset the target market at fool patio. two types of guest are being lured seasonal visitors during the spend and year-round business travelers. (p. 9 Easy)161. In what ways cleverness hum veld be implementing the product concept? chirrup understands that guests provide elevate services that offer the most in quality and innovative features chirps strategy shortly focuses on making unremitting improvements. (p. 10 Challenging)162. In what ways great poweriness chirp veld be implementing the selling concept? warble understands that the success of mug Terrace, as she views it, requires a large-scale promotional effort. (p. 10 Challenging)163. How might the marketing mix at mark Terrace disagree between its two target markets? pipeline travelers may be offered a deduction business rate obviously, the promotional play impart differ for these guests. spend guests may pay higher rates, but the dish antenna of Maines coast and the beach, as well as sucker Terraces pastiche of services, will be the main attractions. (p. 3 Easy)164. How will hum veld assure customer satisfaction? chant will attempt to create services and creature comforts that exceed buyer expectations. (p. 14 Easy)165. Explain how Carol Veldt is amiable in partner relationship management. Explain how this could be enhanced. Guests at patsy Terrace currently receive health club privileges at a nearby health facility. Guests during the spend could receive sailbo at rentals through such arrangements year-round business travelers could be given repast discounts at local restaurants, dry clean services, and so forth. (p. 19 Challenging)