14 Aug Essay 101. Compare and contrast the traditional organizational chart for an or

Essay

101. Compare and contrast the traditional organizational
chart for an organization against the modern
customer-oriented organization chart.

102. Provide a customer-centered definition of
the term quality.

103. Describe the concept of competitive advantage. Discuss the differences between
competitive advantage and
leverageable advantage.

104. Discuss the differences among customer equity, value equity, brand equity,
and
relationship equity.

105.
Characterize
the five levels of investment in customer relationship building that a company can follow.

106.
Today,
companies are increasingly concerned
about customer defection. There are five main steps
a company can take to reduce the
defection rate. Characterize those five steps.

107.
Discuss
the concepts of a data warehouse and datamining.

108.
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.

109.
Describe
four situations or cases when building a customer database would not be
worthwhile for a company.

.

APPLICATION QUESTIONS

Multiple Choice

110.
John
Chambers, CEO of Cisco Systems, said Make your customer the center of your
culture. Customer-centered companies are adept at building customer relationships, not just producing products; they are skilled in
________, not just product engineering.
a.
service
engineering
b.
market
engineering
c.
cultural
engineering
d.
innovation
engineering
e.
management
engineering

111.
Next
to the customers in a modern
customer-oriented organization chart, we would expect to find the ________ of
an organization.
a.
top
management
b.
marketing
department
c.
middle
management
d.
front-line
people
e.
service
department

112.
eBay
sees listening, adapting, and enabling as its main roles. This is clear in one
of the companys most cherished institutions: ________.
a. the Midnight
Madness Bid
b. ecological concern
c. truth in advertising
d. the Voice of the Customer program
e. the Immediate Buyback Program

113.
If you
were to write a good working definition of the term total customer value,
you should write ________.
a. the sum of value times (X) expectation
b. the sum of customer perceived value and
actualized value
c. the perceived monetary value of the bundle
of economic, functional, and psychological benefits customers expect from a
given market offering
d. the difference between the prospective
customers evaluation of all the benefits and all the costs of an offering and
the perceived alternatives
e. the concept is simply a bundle of costs and
expectations

114.
When a
consumer considers a product or service, he or she will choose whichever
product or service delivers the highest ________.
a. customer perceived value
b. customer perceived cost
c. consumer discount
d. consumer relationship
e. consumer synergy

115.
Buyers
do not always make logical or rational decisions. They might purchase the most expensive and least quality item for example. Which of the following would be another good
example of this behavior?
a. The buyer is not
seen by the seller as being very intelligent.
b. The buyer might
be under orders to buy at the lowest price.
c. The buyer might be underage.
d. The buyer might be under pressure to resist
sales messages.
e. The buyer refuses to listen to or read any
advertising.

116.
If a
company were to focus its marketing
efforts on all the experiences the customer will have on the way to obtaining
and using the offering, it would be focusing its marketing efforts on the
customers ________.
a.
perception system
b.
cost versus benefit system
c.
demand
d.
psychological system
e.
value-delivery system
117.
Whether
the buyer is satisfied after purchase depends on the offers performance in
relation to the ________.
a. buyers reactions
b. buyers expectations
c. sellers delivery
d. sellers expectations
e. both the buyers and sellers demands

118. All of the following are ways that a buyer
forms his or her expectations EXCEPT
________.
a. from past buying experience
b. from friends and associates
advice
c. from marketers information
d. from competitors
information
e. from inherited traits

119.
JetBlue
Airways has significantly raised customer expectations by following what
JetBlue calls the Values. All of the following would be considered to be among those Values EXCEPT ________.
a.
safety
b.
frugality
c.
caring

d.
integrity
e.
fun

120.
The
Field Grocery system is considering using _________ to pose as potential buyers
and report on strong and weak points experienced in the buying the companys and competitors
products.
a.
intelligence
agents
b.
covert
operatives
c.
mystery
shoppers
d.
market
mavens
e.
opinion
leaders

121.
All of
the following companies have been
deemed to be leaders in their respective industries because of high consumer
satisfaction scores (e.g., American Satisfaction Index [ACSI]) EXCEPT ________.

a. Dell (78)
b. Cadillac (87)
c. Google (82)
d. Yahoo! (78)
e. U.S. Post Office (75)

122.
Marketing
managers have two responsibilities in a quality-centered company. First, they must participate in formulating
strategies and policies to help the company
win through total quality excellence. Second, ________.
a. they must always have the lowest price in
their industry
b. they must deliver marketing quality
alongside production quality
c. they must have been approved by the J.D.
Power and Associates
d. they must use six-Sigma
e. they must provide instant feedback from
consumers

123.
Advocates
of ________ would be in favor of improving
quality only on those dimensions that produce tangible customer benefits, lower
costs, or increase sales.
a. TQM (total quality management)
b. PLC (product life cycle management)
c. ROI (return on investment)
d. ROQ (return on quality)
e. ROP (return on promotion)
124.
According
to research done by American Express, the best customers outspend those that
are considered to be the best customers by significant margins. For example, in retailing the best customers outspend other
customers by a ratio of ________.
a.
16 to 1
b.
13 to 1
c.
12 to 1
d.
5 to 1
e.
3 to 1
125.
With
respect to customer profitability analysis (CPA), the ________ customers are
the most likely dropped as customers
because of poor profitability.
a.
granite
b.
wood
c.
iron
d.
plastic
e.
lead

Essay
101. Compare and contrast the traditional organizational
chart for an organization against the modern
customer-oriented organization chart. 102. Provide a customer-centered definition of
the term quality. 103. Describe the concept of competitive advantage. Discuss the differences between
competitive advantage and
leverageable advantage. 104. Discuss the differences among customer equity, value equity, brand equity,
and relationship equity. 105.
Characterize
the five levels of investment in customer relationship building that a company can follow. 106.
Today,
companies are increasingly concerned
about customer defection. There are five main steps
a company can take to reduce the
defection rate. Characterize those five steps.
107.
Discuss
the concepts of a data warehouse and datamining. 108.
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. 109.
Describe
four situations or cases when building a customer database would not be
worthwhile for a company. . 110.
John
Chambers, CEO of Cisco Systems, said Make your customer the center of your
culture. Customer-centered companies are adept at building customer relationships, not just producing products; they are skilled in
________, not just product engineering. a.
service
engineeringb.
market
engineeringc.
cultural
engineeringd.
innovation
engineeringe.
management
engineering111.
Next
to the customers in a modern
customer-oriented organization chart, we would expect to find the ________ of
an organization. a.
top
managementb.
marketing
department c.
middle
managementd.
front-line
peoplee.
service
department112.
eBay
sees listening, adapting, and enabling as its main roles. This is clear in one
of the companys most cherished institutions: ________. a. the Midnight
Madness Bidb. ecological concernc. truth in advertisingd. the Voice of the Customer programe. the Immediate Buyback Program 113.
If you
were to write a good working definition of the term total customer value,
you should write ________. a. the sum of value times (X) expectationb. the sum of customer perceived value and
actualized valuec. the perceived monetary value of the bundle
of economic, functional, and psychological benefits customers expect from a
given market offering d. the difference between the prospective
customers evaluation of all the benefits and all the costs of an offering and
the perceived alternativese. the concept is simply a bundle of costs and
expectations114.
When a
consumer considers a product or service, he or she will choose whichever
product or service delivers the highest ________. a. customer perceived valueb. customer perceived costc. consumer discountd. consumer relationshipe. consumer synergy115.
Buyers
do not always make logical or rational decisions. They might purchase the most expensive and least quality item for example. Which of the following would be another good
example of this behavior? a. The buyer is not
seen by the seller as being very intelligent.b. The buyer might
be under orders to buy at the lowest price.c. The buyer might be underage.d. The buyer might be under pressure to resist
sales messages.e. The buyer refuses to listen to or read any
advertising. 116.
If a
company were to focus its marketing
efforts on all the experiences the customer will have on the way to obtaining
and using the offering, it would be focusing its marketing efforts on the
customers ________. a.
perception systemb.
cost versus benefit systemc.
demandd.
psychological systeme.
value-delivery system117.
Whether
the buyer is satisfied after purchase depends on the offers performance in
relation to the ________. a. buyers reactionsb. buyers expectationsc. sellers deliveryd. sellers expectationse. both the buyers and sellers demands118. All of the following are ways that a buyer
forms his or her expectations EXCEPT ________. a. from past buying experienceb. from friends and associates
advicec. from marketers informationd. from competitors
informatione. from inherited traits 119.
JetBlue
Airways has significantly raised customer expectations by following what
JetBlue calls the Values. All of the following would be considered to be among those Values EXCEPT ________. a.
safetyb.
frugalityc.
caring
d.
integritye.
fun120.
The
Field Grocery system is considering using _________ to pose as potential buyers
and report on strong and weak points experienced in the buying the companys and competitors
products. a.
intelligence
agentsb.
covert
operativesc.
mystery
shoppersd.
market
mavense.
opinion
leaders 121.
All of
the following companies have been
deemed to be leaders in their respective industries because of high consumer
satisfaction scores (e.g., American Satisfaction Index [ACSI]) EXCEPT ________.
a. Dell (78)b. Cadillac (87)c. Google (82)d. Yahoo! (78)e. U.S. Post Office (75)122.
Marketing
managers have two responsibilities in a quality-centered company. First, they must participate in formulating
strategies and policies to help the company
win through total quality excellence. Second, ________. a. they must always have the lowest price in
their industryb. they must deliver marketing quality
alongside production qualityc. they must have been approved by the J.D.
Power and Associatesd. they must use six-Sigmae. they must provide instant feedback from
consumers123.
Advocates
of ________ would be in favor of improving
quality only on those dimensions that produce tangible customer benefits, lower
costs, or increase sales. a. TQM (total quality management) b. PLC (product life cycle management)c. ROI (return on investment) d. ROQ (return on quality)e. ROP (return on promotion) 124.
According
to research done by American Express, the best customers outspend those that
are considered to be the best customers by significant margins. For example, in retailing the best customers outspend other
customers by a ratio of ________. a.
16 to 1b.
13 to 1c.
12 to 1d.
5 to 1e.
3 to 1125.
With
respect to customer profitability analysis (CPA), the ________ customers are
the most likely dropped as customers
because of poor profitability. a.
graniteb.
woodc.
irond.
plastice.
lead

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