14 Aug 104. Nike lets consumers customize athletic shoes for $10 more. A shopper with

104.
Nike
lets consumers customize athletic shoes for $10 more.
A shopper with two different size feet can even get a non-matching pair. This
would be an example of which of the
following?
a.
Mass marketing.
b. Environmental marketing.
c. Mass customization.
d. Individualization.
e. Niche marketing.
105.
3M
makes it easy for dialog to occur with its customers. 3M claims that over
two-thirds of its product improvement
ideas come from listening to ________.
a. customer suggestions
b. entrepreneurial product ideas
c. customer complaints
d. media feedback
e. customer reactions to competitive products

106.
With
respect to the CRM Imperative, you
get it when ________.
a.
you eliminate all your strong competitors
b.
you have selected the most beneficial promotion
channels
c.
you have learned how to outsource
d.
you develop a Web presence
e.
you have identified your most valuable customers
107.
The
skillful use of database marketing and ________ has made catalog house
Fingerhut one of the nations largest direct-mail marketers.
a.
everyday
low prices
b.
expanded
home delivery options
c.
relationship
building
d.
competitors mistakes
e.
retailer alliances

Short Answer

108.
What do managers believe is their companys only true profit center?

109.
Customer
delivered value is based on two components.
What are those components?

110.
What is the definition for customer perceived value
(CPV)?

.

111.
Using European automobile
giant Volvo as your illustration, create a value proposition for the company. Be sure to base your proposition on
established company core positions
and values.

135.
Define the termquality.

136.
Sherden suggests amending the 20-80 rule to read the
20-80-30 rule. Interpret the meaning of
20-80-30.

137.
What are the three ways that customer profitability
can be assessed?

138.
What are the four classifications (tiers) of
customers in customer profitability analysis using Activity-Based Costing?

139.
According to Rust, Zeithaml, and Lemon, what are
the three drivers of customer equity?

140.
Explain the concept of mass customization.

Level
of difficulty: Easy

141.
What is a customer touch point?

142.
If characteristics of mass marketing were average
customer, share of market, and customer attraction, what would be the associated
one-to-one marketing characteristics that would match?

143.
Markets can be characterized by their long-term
buying dynamics and how easily and often customers can enter and leave. List
and briefly characterize three such markets.

144.
Explain the concept of proactive marketing.

145.
Explain how a company frequency program might work.

146.
Using information provided in the text, create
three suggestions for creating structural ties with a customer.

147.
Describe the process of database marketing.

148.
According to information provided in the text, give
one of the three forms of estimate with respect to increasing customer share of
requirements.

149.
Give an illustration of how a company can use a customer database to reactivate
customer purchases.

150.
According to information provided in the text, what
are the four main perils of CRM?

104.
Nike
lets consumers customize athletic shoes for $10 more.
A shopper with two different size feet can even get a non-matching pair. This
would be an example of which of the
following? a.
Mass marketing.b. Environmental marketing.c. Mass customization.d. Individualization.e. Niche marketing.105.
3M
makes it easy for dialog to occur with its customers. 3M claims that over
two-thirds of its product improvement
ideas come from listening to ________. a. customer suggestions b. entrepreneurial product ideas c. customer complaintsd. media feedbacke. customer reactions to competitive products 106.
With
respect to the CRM Imperative, you
get it when ________. a.
you eliminate all your strong competitorsb.
you have selected the most beneficial promotion
channelsc.
you have learned how to outsourced.
you develop a Web presencee.
you have identified your most valuable customers107.
The
skillful use of database marketing and ________ has made catalog house
Fingerhut one of the nations largest direct-mail marketers. a.
everyday
low pricesb.
expanded
home delivery optionsc.
relationship
buildingd.
competitors mistakese.
retailer alliances 108.
What do managers believe is their companys only true profit center? 109.
Customer
delivered value is based on two components.
What are those components? 110.
What is the definition for customer perceived value
(CPV)? . 111.
Using European automobile
giant Volvo as your illustration, create a value proposition for the company. Be sure to base your proposition on
established company core positions
and values. 135.
Define the termquality. 136.
Sherden suggests amending the 20-80 rule to read the
20-80-30 rule. Interpret the meaning of
20-80-30. 137.
What are the three ways that customer profitability
can be assessed? 138.
What are the four classifications (tiers) of
customers in customer profitability analysis using Activity-Based Costing? 139.
According to Rust, Zeithaml, and Lemon, what are
the three drivers of customer equity? 140.
Explain the concept of mass customization. Level
of difficulty: Easy 141.
What is a customer touch point? 142.
If characteristics of mass marketing were average
customer, share of market, and customer attraction, what would be the associated
one-to-one marketing characteristics that would match?143.
Markets can be characterized by their long-term
buying dynamics and how easily and often customers can enter and leave. List
and briefly characterize three such markets. 144.
Explain the concept of proactive marketing. 145.
Explain how a company frequency program might work.146.
Using information provided in the text, create
three suggestions for creating structural ties with a customer. 147.
Describe the process of database marketing. 148.
According to information provided in the text, give
one of the three forms of estimate with respect to increasing customer share of
requirements. 149.
Give an illustration of how a company can use a customer database to reactivate
customer purchases. 150.
According to information provided in the text, what
are the four main perils of CRM?

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