Marketing Final Exam

Quality and value based price are met or exceeded is

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Unformatted text preview: rvice quality, and value-based price are met or exceeded, _____ is created. a. a value line b. a quality rift c. planning excellence d. customer satisfaction e. expectation satisfaction ANS: D Customer satisfaction is the customers’ evaluation of a good or service in terms of whether that good or service has met their needs and expectations. PTS: 1 REF: 8 Thinking KEY: CB&E Model Customer OBJ: 01-3 TOP: AACSB Reflective MSC: BLOOMS Comprehension 65. Ninety-six percent of USAA home insurance policy holders report that USAA representatives meet their commitment in calling back customers quickly about claims. The most likely result of USAA’s efforts is: a. management empowerment b. retailer-customer synergy c. customer satisfaction d. transactional marketing e. disintermediation ANS: C When customer expectations regarding product quality, service quality, and value-based price are met or exceeded, customer satisfaction is created. PTS: 1 Thinking REF: 8 OBJ: 01-3 TOP: AACSB Reflective KEY: CB&E Model Customer MSC: BLOOMS Application 66. Xerox emphasizes _____ by replacing at its own expense any dissatisfied customer’s equipment within a period of three years after purchase. a. management empowerment b. management-customer synergy c. customer satisfaction d. transactional marketing e. direct selling ANS: C When customer expectations regarding product quality, service quality, and value-based price are met or exceeded, customer satisfaction is created. PTS: 1 REF: 8 Thinking KEY: CB&E Model Customer OBJ: 01-3 TOP: AACSB Reflective MSC: BLOOMS Application 67. _____ is a strategy that focuses on keeping and improving relationships with current customers. a. Commitment selling b. Relationship marketing c. Transactional marketing d. Market engineering e. Organization-customer synergy ANS: B This is the definition of relationship marketing. PTS: 1 REF: 9 Thinking KEY: CB&E Model Customer OBJ: 01-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 68. Networkcar.com sells a plug-in device that connects to computer diagnostic ports that are standard on cars. The device beams signals to dealers who can remotely diagnose or spot trouble, allowing car dealerships to maintain a closer bond with their customers by offering maintenance before a problem leaves customers with an inoperable or possibly dangerous car. With the device, dealers can better engage in: a. management empowerment b. management-customer synergy c. relationship marketing d. transactional marketing e. direct selling ANS: C Relationship marketing is a strategy that entails forging long-term partnerships with customers. PTS: 1 REF: 9 Thinking KEY: CB&E Model Customer OBJ: 01-3 TOP: AACSB Reflective MSC: BLOOMS Application 69. Kellogg’s gives consumers the chance to receive a free DVD. Consumers who buy five boxes of specially marked cereal can cut out the coupons and mail in their completed official form to get a free DVD. Kellogg’s is engaging in: a. transactional marketing b. sport...
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This document was uploaded on 09/29/2013.

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