103. Differentiate between performance quality and conformance quality. Give an example of two products that have different performance quality but are of equal conformance quality.

104. The case for maximizing long-term customer profitability is captured in the concept of customer lifetime value. How is customer lifetime value calculated?

).

105. Peppers and Rogers outline a four-step framework for one-to-one marketing that can be adapted to CRM marketing. What are those four steps?

106. A key driver of shareholder value is the aggregate value of the customer base. Identify the five strategies employed by winning companies to improve the value of their customer base.

.

107. Today, companies are increasingly concerned about customer defection. There are three main steps a company can take to reduce the defection rate. Characterize those three steps.

108. Discuss the concepts of a data warehouse and datamining.

109. Assume that a marketing manager of a small company is in the process of implementing the use of a database to assist his or her company in its marketing efforts. Considering the information found in the text, list five ways that the marketing manager might be able to use the database for marketing efforts.

110. Describe four situations or cases when building a customer database would not be worthwhile for a company.

APPLICATION QUESTIONS

Multiple Choice

111. John Chambers, CEO of Cisco Systems, said, “Make your customer the center of your culture.” Customer-centered companies are adept at building customer relationships, not just producing products; they are skilled in ________, not just product engineering.

a. service engineering

b. market engineering

c. cultural engineering

d. innovation engineering

e. management engineering

112. Immediately below the customers in a modern customer-oriented organization chart, we would expect to find the ________ of an organization.

a. top management

b. marketing department

c. middle management

d. frontline people

e. service department

113. All of the following are considered to be customer costs EXCEPT ________.

a. financial cost of acquiring the product

b. financial cost of disposing of the product

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