kotler05_tif - Chapter 5 Creating Customer Value...

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Chapter 5: Creating Customer Value, Satisfaction, and Loyalty Chapter 5: Creating Customer Value, Satisfaction, and Loyalty GENERAL CONCEPT QUESTIONS Multiple Choice 1. ________ are adept at building customer relationships, not just products; they are skilled in market engineering, not just product engineering. a. Profit-centered companies b. Customer-centered companies c. Production-centered companies d. Sales-centered companies e. Promotion-centered companies Answer: b Page: 139 Level of difficulty: Easy 2. The opening vignette on Washington Mutual indicates that, as the Washington Mutual experience shows, successful marketers are the ones that fully ________. a. understand promotional strategy b. diversify their product line c. divorce themselves from a production mentality d. satisfy their customers e. understand the sales concept Answer: d Page: 140 Level of difficulty: Medium 3. In the modern customer-oriented organizational chart, which of the following is considered to be at the top of the organizational pyramid? 119
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Part 3: Connecting with Customers 4. ________ is the difference between the prospective customer’s evaluation of all the benefits and all the costs of an offering and the perceived alternatives. 5. Total customer value is the perceived monetary value of the bundle of economic, functional, and ________ benefits customers expect from a given market offering. 6. The bundle of costs customers expect to incur in evaluating, obtaining, using, and disposing of the given market offering, including monetary, time, energy, and psychic costs is called the ________. a. organizational expense ratio b. shopper’s fatigue c. total customer cost d. analysis paralysis e. comparison shopping to comparison buying ratio Answer: c Page: 141 Level of difficulty: Medium
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