Is a strategy that focuses on keeping and improving

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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 PTS: 1 REF: 9 OBJ: 01-3 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Customer 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. The device al- lows 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:
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69. Kellogg’s gives consumers the chance to receive a free DVD. Consumers who buy five boxes of spe- cially marked cereal can cut out the coupons and mail in their completed official form to get a free DVD. Kellogg’s is engaging in: PTS: 1 REF: 9 OBJ: 01-3 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Customer | TB&E Model Promotion 70. Frequent-flyer programs are an example of financial incentives to customers in exchange for their con- tinuing patronage. After flying a certain number of miles or flying a specified number of times, the fre- quent-flyer program participant earns a free flight or some other award such as free lodging. Airlines that use frequent-flyer programs are practicing: PTS: 1 REF: 9 OBJ: 01-3 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Customer 71. Greenberg Smoked Turkey, Inc., is a nationwide mail-order business that operates without any advert- ising. 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 fifty years. Greenberg more than likely uses _____ to maintain these long-term ties to its customers. a. reactive marketing b. synergistic management c. relationship marketing d. a sales orientation e. management empowerment ANS: C Relationship management is a strategy that entails forging long-term partnerships with customers.
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