It determines and leverages combined customer value 1

It determines and leverages combined customer value
1 point
4.Question 4
Which of these retailers would Professor Fader describe as highly customer centric?
None of them
1 point
5.Question 5
What is the correct definition of customer centricity?
Customer centricity is a strategy that aligns a company’s development/delivery of its
products/services around the future needs of a select set of customers in order to maximize their
long-term financial value to the firm.
Customer centricity is a strategy that aligns a company’s development/delivery of its
products/services around the current and future needs of a select set of customers in order to
maximize their long-term financial value to the firm.
Customer centricity is a strategy that aligns a company’s development/delivery of its
products/services around the future needs of a select set of customers in order to maximize their
short-term financial value to the firm.
Customer centricity is a strategy that aligns a company’s development/delivery of its
products/services around the current needs of a select set of customers in order to maximize their
long-term financial value to the firm.

1 point
6. Question 6
Professor Fader discussed “salesperson of the month.” What would he say is the best way to pick a
salesperson of the month?
The change in total customer lifetime value for that month.
1 point
7.Question 7
Is maximizing shareholder value the overarching objective for a customer-centric commercial
enterprise or a product-centric commercial enterprise?
Customer-centric
Product-centric
Both
Neither
1 point
8.Question 8
According to Professor Fader, success in a customer-centric world arises through enhanced and/or
more efficient levels of the following EXCEPT:
Customer experience
Customer acquisition
Customer development
Customer retention
1 point
9.Question 9
True or False. Customer centricity suggests that you should “fire” (i.e. get rid of) your least valuable
customers.
False
True
1 point

10. Question 10
In a product-centric company, sales bias is on the side of the ____________ in a transaction.
Seller
Quiz #3
TOTAL POINTS 10
1.Question 1
Which of the following are included in the 7 M’s of developing a Communication Plan? (Select all that
apply):
Media Strategy: How do we reach them?
Markets: Who should we talk to?
Message Content/Design: What should we tell them and how?
Money: How much do we need to spend?
Mass: How large should the plan be?
1 point
2.Question 2
Which of the following is NOT an example of Mass and Targeted Media strategy?
Print Media
Online Word of Mouth
Outbound Advertising
Product Placement
Public Relations
1 point
3.Question 3
Which of the following is NOT a true statement about the Key Principles of Media Planning?
The campaign mentions the brand name
The campaign must avoid unpleasant connections with your product

The campaign should state the positives of the product/service
The campaign can show the product in use
The campaign must win awards in order to succeed
1 point
4. Question 4
1% improvement in ______ would create the biggest improvement of operating profit for a company.