Which of the following marketing strategies should

34) Which of the following marketing strategies should marketing managers focus on to
manage detailed information about individual customers and carefully manage customer
touchpoints to maximize customer loyalty?
A) customer divestment
B) customer-managed relationships
C) the societal marketing concept
D) partner relationship management
E) customer relationship management
35) ________ is determined by a customer's evaluation of the benefits and costs of a market
offering relative to those of competing offers.
36) Customer equity refers to ________.

B) the share a firm earns of a customer's purchasing in their product categories
C) the amount a customer is spending each year on certain products
D) the total combined customer lifetime value of all of the company's current and potential
customers
E) a firm's market share
37) It is most accurate to say that when customers purchase products they act on ________ as
they judge values and costs.
38) The primary key to delivering customer satisfaction is to match product performance with
________.
A) the performance of competitive products
B) competitive prices
C) aggressive advertising
D) limited customer services
E) customer expectations
39) Which of the following terms refers to customers who make repeat purchases and tell
others about their positive experiences with a product or service?
40) Sally recently purchased Brand X lotion. In comparing her perception of how the lotion
made her skin feel and look to her expectations about Brand X lotion, Sally was measuring
her level of ________.
41) Which of the following strategies would a company most likely use to increase customer
satisfaction?
42) Hank is an assistant marketing director for a firm in a market with many low-margin
customers. What type of relationship with these customers would be the most profitable for

him?
A) full partnerships
B) basic relationships
C) causal relationships
D) club marketing programs
E) inverse relationships