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Exam 5: Creating Long-Term Loyalty Relationships

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Question 71

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The Coca-Cola Freestyle dispensing machine, which can dispense 125 sparkling and still drinks that consumers can mix via a touchscreen allowing consumers to create a beverage to suit their particular taste, is an example of permission marketing.

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Question 72

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Give an example of two products that have different performance quality but are of equal conformance quality.

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An example of two products that have dif...

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Question 73

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TBS Bikes has recently introduced a series of bikes called Surami. The core positioning of TBS Bikes is "speed." Surami is a five-gear bike, and apart from speed, the company promises to include other features such as safety, good performance, and pollution control features. This describes the ________ of the bike.

Field Grocery wants to learn the strengths and weaknesses in customer service at all the Field Grocery stores. Which of the following methods can it use for this?

________ can track customer satisfaction directly, measure repurchase intention and also gauge a consumer's willingness to recommend the company and brand to others.

Satisfied customers constitute the company's ________.

A marketer who is using a reliable marketing information system to monitor the marketing environment so s/he can assess market potential and demand is focused on capturing marketing insights.

The value delivery system includes all the experiences the customer will have on the way to obtaining and using the offering.

________ is the totality of features and characteristics of a product or service that bear on its ability to satisfy stated or implied needs.

Sammy's is a fast food chain that offers burgers, sandwiches, and shakes. It focuses its marketing efforts on all the experiences the customers will have on the way to obtaining their food order and eating it. Hence, Sammy's is focusing its marketing efforts on its ________ system.

Loyalty is a person's feelings of pleasure or disappointment that result from comparing a product's perceived performance to expectations.

Customer relationship management enables companies to provide excellent real-time customer service through the effective use of ________.

A key driver of shareholder value is the aggregate value of the customer base. Identify the five strategies employed by successful companies to improve the value of their customer base.

The value proposition is also known as the core positioning of the offering.

Which of the following is an example of focusing disproportionate effort on high-profit customers?

Unprofitable customers who defect to a competitor should be encouraged to do so.

Quality is the totality of features and characteristics of a product or service that bear on its ability to satisfy stated or implied needs.

A customer touch point is when the customer makes a purchase.

The subscription manager at Cosmopolitan magazine keeps track of the subscription renewal rate, which is a good measure of customer lifetime value.

Which of the following is the first step in customer value analysis?