Marketing Final Exam

Distribution c relationship marketing d one to one

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Unformatted text preview: s distribution c. relationship marketing d. one-to-one marketing e. customer transformation ANS: C Relationship marketing is a strategy that entails forging long-term partnerships with customers. PTS: 1 REF: 9 OBJ: 01-3 Thinking KEY: CB&E Model Customer | CB&E Model Promotion TOP: AACSB Reflective MSC: BLOOMS Application 70. Frequent-flyer programs are an example of financial incentives to customers in exchange for their continuing patronage. After flying a certain number of miles or flying a specified number of times, the frequent-flyer program participant earns a free flight or some other award such as free lodging. Airlines that use frequent-flyer programs are practicing: a. commitment selling b. transaction marketing c. transformational marketing d. marketing engineering e. relationship marketing ANS: E The strategy that entails forging long-term partnerships with customers is called relationship marketing. PTS: 1 REF: 9 Thinking KEY: CB&E Model Customer OBJ: 01-3 TOP: AACSB Reflective MSC: BLOOMS Application 71. Greenberg Smoked Turkey, Inc. is a nationwide mail-order business that operates without any advertising. It does not accept credit cards, has no toll-free number for customers to call, and does not have a Web site. This hopelessly old-fashioned company is also very profitable with thousands of devoutly loyal customers––some of whom have ordered Greenberg smoked turkeys every year for the last 50 years. Greenberg more than likely uses _____ to maintain these longterm ties to its customers. a. reactive marketing b. synergistic management c. relationship marketing d. a sales orientation e. management empowerment ANS: C Relationship marketing is a strategy that entails forging long-term partnerships with customers. PTS: 1 REF: 9 OBJ: 01-3 TOP: AACSB Reflective Thinking KEY: CB&E Model Customer MSC: BLOOMS Application 72. The Geek Squad is a tech support station located inside every Best Buy electronics retail store. Best Buy gives intensive training to the Geeks. The purpose of this training is to: a. improve customer service b. give higher education benefits to employees c. promote the company image by increasing public awareness d. reduce the need of empowerment e. increase employment levels ANS: A Leading marketers recognize the role of employee training in customer service. PTS: 1 REF: 10 Thinking KEY: CB&E Model Strategy OBJ: 01-3 TOP: AACSB Reflective MSC: BLOOMS Application 73. Some market-oriented firms give employees expanded authority to solve customer problems on the spot. This is known as: a. training b. deregulation c. empowerment d. commissioning e. mediating ANS: C Empowerment is the delegation of authority to solve customer problems quickly, usually by the first person the customer notifies regarding a problem. PTS: 1 REF: 10 Thinking KEY: CB&E Model Strategy OBJ: 01-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 74. _____ gives customers the feeling their concerns are being addressed and at the...
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This document was uploaded on 09/29/2013.

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