14 Aug 1. Through ________, marketing statisticians can extract useful information abou

1. Through ________, marketing statisticians
can extract useful information about individuals, trends, and segments from the
mass of data.
a. data accumulation
b. target market information supplied by the
government
c. datamining
d. data management
e. data marketing

2. ________ involves the use of sophisticated
statistical and mathematical techniques such as cluster analysis, automatic
interaction detection, predictive modeling,
and neural networking.
a. Data management
b. Data marketing
c. Target market analysis
d. Data accumulation
e. Datamining

3. In general, companies
can use their databases in all of the following ways EXCEPT ________.
a. to predict competitive
strategies and plans
b. to identify prospects
c. to decide which customers should receive a
particular offer
d. to deepen customer loyalty
e. to avoid serious customer mistakes
4.
Susan Lefferts company
advertises widely. In each magazine ad, a business reply card is attached. Ms.
Lefferts uses these cards to build her companys
database. In which of the following ways would Ms. Lefferts most likely be using the newly constructed database?

a. To deepen customer loyalty.
b. To reactivate customer purchases.
c. To avoid serious customer mistakes.
d. To determine if up-selling is appropriate.
e. To identify prospects.

5. Phil Langston has just ordered a number of
expensive executive gifts that he will be sending as an appreciation token to a
select few customers from his client database. In which of the following ways
is Mr. Langston most likely using
his database?
a. To identify prospects.
b. To decide which customers should receive a
new sales offer.
c. To deepen customer loyalty.
d. To avoid serious customer mistakes.
e. To beat the competition
to a sale.

6. Royal Caribbean
uses its ________ to offer spur-of-the-moment
cruise packages to fill all the berths on its ships.
It focuses on retired people and single people because they are more able to make quick commitments.
a. advertising
b. database
c. mail catalogs
d. public relations department
e. radio advertising

7. Which of the following is considered to be
one of the four problems that can deter a firm from using CRM (customer
relationship marketing)?
a. Competitors
can often hack into CRM systems.
b. Building and maintaining a customer
database requires a large investment.
c. It is very difficult to find and train
database employees.
d. Long-term results of such systems are still
unproven.
e. Focusing too much on databases separates a
company from its customers.

8. Building a database would not be worthwhile
for a company in all of the
following cases EXCEPT ________.
a. where the product is a one-in-a-lifetime
purchase
b. where customers show little loyalty to a
brand
c. where the company
already has an above average relationship with its customers
d. where the unit sale is very small
e. where the cost of gathering the information
is too high

9. A study estimated the average return on
investment for a data warehouse over the course of three years is more than ________.
a. 400 percent
b. 200 percent
c. 100 percent
d. 85 percent
e. 75 percent
10. All of the following are considered to be among the main perils of CRM EXCEPT ________.
a. implementing
CRM before creating a customer strategy
b. the enormous
cost that might eventually drain significant profits from the organization
c. rolling out CRM before changing the
organization to match
d. assuming more
CRM technology is better
e. stalking, not wooing customers

True/False

61. Managers who believe the customer is the companys
only true profit center consider the traditional organization chart to be
obsolete.

62. The modern
customer-oriented organization chart places top management at the top of the
pyramid as long as they can think like consumers.
63. There are two determinates of customer delivered-value: total
customer value and total customer cost.

64. Customer perceived value (CPV) is the
difference between the prospective customers evaluation of all the benefits
and all the costs of an offering and the perceived alternatives

65. Total customer value is the perceived monetary value of all the purchases a customer makes
on an annual basis.

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 companys
benefit.

67. The value proposition is stated in the price of
a product and readily recognized by the average consumer.
68. The value-delivery
system includes all the experiences the customer will have on the way to
obtaining and using the offering.

69. For a consumer to be delighted with a product or service he or she
must perceive that performance exceeds expectations.

70. The ultimate goal of the customer-centered firm is to create high
customer satisfaction.
71. The key to customer retention is customer
satisfaction.

72. At the top of the package delivery industry with a satisfaction
index score of 82 is FedEx.

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

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

75. Total quality management (TQM) is a production department approach
to continuously improving the
quality of all the production processes.
1. Through ________, marketing statisticians
can extract useful information about individuals, trends, and segments from the
mass of data. a. data accumulationb. target market information supplied by the
governmentc. dataminingd. data managemente. data marketing 2. ________ involves the use of sophisticated
statistical and mathematical techniques such as cluster analysis, automatic
interaction detection, predictive modeling,
and neural networking. a. Data managementb. Data marketingc. Target market analysisd. Data accumulatione. Datamining 3. In general, companies
can use their databases in all of the following ways EXCEPT ________. a. to predict competitive
strategies and plansb. to identify prospectsc. to decide which customers should receive a
particular offerd. to deepen customer loyaltye. to avoid serious customer mistakes4.
Susan Lefferts company
advertises widely. In each magazine ad, a business reply card is attached. Ms.
Lefferts uses these cards to build her companys
database. In which of the following ways would Ms. Lefferts most likely be using the newly constructed database?
a. To deepen customer loyalty.b. To reactivate customer purchases.c. To avoid serious customer mistakes.d. To determine if up-selling is appropriate.e. To identify prospects. 5. Phil Langston has just ordered a number of
expensive executive gifts that he will be sending as an appreciation token to a
select few customers from his client database. In which of the following ways
is Mr. Langston most likely using
his database? a. To identify prospects.b. To decide which customers should receive a
new sales offer.c. To deepen customer loyalty.d. To avoid serious customer mistakes.e. To beat the competition
to a sale. 6. Royal Caribbean
uses its ________ to offer spur-of-the-moment
cruise packages to fill all the berths on its ships.
It focuses on retired people and single people because they are more able to make quick commitments. a. advertisingb. databasec. mail catalogsd. public relations departmente. radio advertising 7. Which of the following is considered to be
one of the four problems that can deter a firm from using CRM (customer
relationship marketing)? a. Competitors
can often hack into CRM systems.b. Building and maintaining a customer
database requires a large investment.c. It is very difficult to find and train
database employees.d. Long-term results of such systems are still
unproven.e. Focusing too much on databases separates a
company from its customers. 8. Building a database would not be worthwhile
for a company in all of the
following cases EXCEPT ________. a. where the product is a one-in-a-lifetime
purchaseb. where customers show little loyalty to a
brandc. where the company
already has an above average relationship with its customersd. where the unit sale is very smalle. where the cost of gathering the information
is too high 9. A study estimated the average return on
investment for a data warehouse over the course of three years is more than ________. a. 400 percentb. 200 percentc. 100 percentd. 85 percente. 75 percent10. All of the following are considered to be among the main perils of CRM EXCEPT ________. a. implementing
CRM before creating a customer strategyb. the enormous
cost that might eventually drain significant profits from the organizationc. rolling out CRM before changing the
organization to matchd. assuming more
CRM technology is bettere. stalking, not wooing customers61. Managers who believe the customer is the companys
only true profit center consider the traditional organization chart to be
obsolete. 62. The modern
customer-oriented organization chart places top management at the top of the
pyramid as long as they can think like consumers. 63. There are two determinates of customer delivered-value: total
customer value and total customer cost. 64. Customer perceived value (CPV) is the
difference between the prospective customers evaluation of all the benefits
and all the costs of an offering and the perceived alternatives 65. Total customer value is the perceived monetary value of all the purchases a customer makes
on an annual basis. 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 companys
benefit. 67. The value proposition is stated in the price of
a product and readily recognized by the average consumer. 68. The value-delivery
system includes all the experiences the customer will have on the way to
obtaining and using the offering. 69. For a consumer to be delighted with a product or service he or she
must perceive that performance exceeds expectations. 70. The ultimate goal of the customer-centered firm is to create high
customer satisfaction. 71. The key to customer retention is customer
satisfaction. 72. At the top of the package delivery industry with a satisfaction
index score of 82 is FedEx. 73. Price-perception is the totality of features and characteristics of
a product or service that bear on its ability to satisfy stated or implied needs. 74. Conformance quality and performance quality is essentially the same
thing in a marketing sense. 75. Total quality management (TQM) is a production department approach
to continuously improving the
quality of all the production processes.

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