Marketing Final Exam

Defines relationship marketing based on the creation

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Unformatted text preview: social bonds includes staying in touch with customers, learning about their needs, and designing services to meet those needs. PTS: 1 REF: 195 Thinking KEY: CB&E Model Strategy OBJ: 12-5 TOP: AACSB Reflective MSC: BLOOMS Application 77. Building value-added services that are not readily available from other firms into the delivery system defines relationship marketing based on the creation of: a. financial bonds b. social bonds c. service delivery paradigms d. personal communication channels e. structural bonds ANS: E This is level 3 of relationship marketing and includes the financial and social bonds from previous levels but adds value-added services to create structural bonds. PTS: 1 REF: 195 Thinking KEY: CB&E Model Strategy OBJ: 12-5 TOP: AACSB Reflective MSC: BLOOMS Knowledge 78. Hyatt Regency’s Platinum Card Program allows members to bypass any line at the check-in desk and get immediate check-in service. In this example, _____ are developed by offering valueadded services that are not readily available from other hotel chains. a. price incentives b. social bonds c. service delivery paradigms d. personal communication channels e. structural bonds ANS: E This example is similar to the USA Network example in the text. PTS: 1 REF: 195 Thinking KEY: CB&E Model Strategy OBJ: 12-5 TOP: AACSB Reflective MSC: BLOOMS Application 79. Relationship marketing programs that are based on _____ bonds have the strongest potential for sustaining long-term relationships with customers. a. financial and individual b. social and structural c. financial, social, and structural d. e. financial and patronage financial and structural ANS: C Level 3 marketing programs, which use all three components, are the strongest relationship marketing programs. PTS: 1 REF: 195 Thinking KEY: CB&E Model Strategy OBJ: 12-5 TOP: AACSB Reflective MSC: BLOOMS Comprehension 80. Treating employees as customers and developing systems and benefits that satisfy their needs is known as _____ marketing. a. organizational quality b. relationship c. internal d. job-faceted e. job-satisfaction ANS: C This is the definition of internal marketing. PTS: 1 REF: 195 Thinking KEY: CB&E Model Strategy OBJ: 12-6 TOP: AACSB Reflective MSC: BLOOMS Knowledge 81. Which country is the world’s largest exporter of services? a. Germany b. Japan c. The United States d. China e. Canada ANS: C The United States is the leading exporter of services, but competition in international services is increasing rapidly. PTS: 1 REF: 191 OBJ: 12-7 Thinking KEY: CB&E Model International Perspective Comprehension TOP: AACSB Reflective MSC: BLOOMS 82. A _____ seeks to achieve some goal other than the usual business goals of profit, market share, or return on investment. a. nonprofit organization b. synergistic entity c. company with no equity d. service provider e. patronage-oriented organization ANS: A This is the definition of a nonprofit organization. PTS: 1 REF: 196 Thinking KEY: CB&E Model Strategy OBJ: 12-8 TO...
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