29 Jun Amy and Jack were loyal customers of GreenFoods
Question
1.Amy and Jack were loyal customers of GreenFoods, a local grocery store. However, after a couple of incidents where they had to return products that were stale and out of date, the couple decided to try out VeggiesNmore, a chain store that recently opened in town. Both Amy and Jack must move through each stage in the marketing funnel before becoming loyal customers.
Jack has shopped at VeggiesNmore. He was happy with the experience and thought that this could be an alternative to GreenFoods. However, he is also keen to try out other stores in the neighborhood. He is in the ________ stage of the marketing funnel as far as shopping at VeggiesNmore is concerned. (Points : 5)
aware
open to trial
most often used
nonrejecter
regular user
Question 2. 2.Frederick Herzberg developed a ________ that distinguishes dissatisfiers and satisfiers. (Points : 5)
trait-role theory
psychological constraint theory
probability scale
leadership model
two-factor theory
Question 3. 3.The aim of customer relationship management (CRM) is to produce high customer ________. (Points : 5)
value
loyalty
profitability
satisfaction
equity
Question 4. 4.Consumption may be shaped by ________ (such as marriage, childbirth, or divorce). (Points : 5)
the psychological life cycle
the product life cycle
the life/death life cycle
postpuberty cycles
critical life events or transitions
Question 5. 5.Cognitive psychologists believe that memory is ________, so that once information becomes stored in memory, its strength of association decays very slowly. (Points : 5)
very limited
somewhat limited
fluid
often reflective
extremely durable
Question 6. 6.Consumers often choose and use brands that have a brand personality consistent with how they see themselves, also known as the ________. (Points : 5)
actual self-concept
ideal self-concept
others’ self-concept
prohibitive self-concept
suggestive self-concept
Question 7. 7.Through ________, marketing statisticians can extract useful information about individuals, trends, and segments from the mass of data. (Points : 5)
data accumulation
target market information supplied by the government
datamining
data management
data marketing
Question 8. 8.A person’s ________ consist(s) of all the groups that have a direct (face-to-face) or indirect influence on his/her attitudes or behavior. (Points : 5)
culture
subculture
psychographics
reference groups
demographics
Question 9. 9.The ________ says people have a general tendency to attribute success to themselves and failure to external causes. (Points : 5)
availability heuristic
trait-role theory
awareness set
anchoring heuristic
hedonic bias
Question 10. 10.Total quality is the key to value creation and customer satisfaction. A marketing manager has several roles to play in a quality-centered company, including ________. (Points : 5)
participating in cross-functional team building
correctly identifying customers’ needs and requirements
ensuring costs are adequately controlled during order fulfillment
setting expectations both internally and externally
working closely with the sales team to create a dynamic sales message
Question 11. 11.Total customer satisfaction is measured based on the relationship of ________. (Points : 5)
anticipated and real performance
perceived performance and expectation
advertised outcomes and real outcomes
past experience and present experience
customer attitude and salesperson’s attitude
Question 12. 12.CRM technology can help motivate employees by ________. (Points : 5)
analyzing customer revenue and cost data to identify current and future high-value customers
better targeting the company’s direct marketing efforts
tracking customer-service satisfaction levels
aligning employee incentives and metrics
developing new pricing models
Question 13. 13.All of the following are methods to form strong customer bonds EXCEPT ________. (Points : 5)
creating superior products, services, and experiences for the target market
making it easy for customers to reach the appropriate company personnel and express their needs, perceptions, and complaints
organizing and making accessible a database of information on individual customer needs, preferences, contacts, purchase frequency, and satisfaction
running award programs recognizing outstanding employees
concentrating the planning and management of the customer satisfaction and retention process within the marketing department
Question 14. 14.________ portrays the “whole person” interacting with his or her environment. (Points : 5)
Attitude
Reference group
Lifestyle
Culture
Subculture
Question 15. 15.Even if consumers form brand evaluations, two general factors can intervene between the purchase intention and the purchase decision. One of these is unanticipated situational factors. What is the other factor? (Points : 5)
Amount of purchasing power
Attitudes of others
Short-term memory capabilities
Ability to return merchandise
The self-concept
Question 16. 16.Harley-Davidson sells more than motorcycles and accessories. Its dealerships also sell branded clothing and licensed goods. This expansion of dealership sales offerings is an attempt to increase the value of the customer base by ________. (Points : 5)
reducing the rate of customer defection
increasing the longevity of the customer relationship
enhancing the growth potential of each customer through cross-selling
making low-profit customers more profitable
terminating low-profit customers
Question 17. 17.Using his company’s ________ lets a telemarketer respond to customer inquiries more effectively because he or she can see a total picture of the customer relationship. (Points : 5)
data warehouse
call back list
call rejection list
corporate database
Better Business Bureau contacts
Question 18. 18.Which of the following is considered to be one of the four problems that can deter a firm from using CRM (customer relationship marketing)? (Points : 5)
Competitors can often hack into CRM systems.
Building and maintaining a customer database requires a large investment.
It is very difficult to find and train database employees.
Long-term results of such systems are still unproven.
Focusing too much on databases separates a company from its customers.
Question 19. 19.Of customers who register a complaint, ________. (Points : 5)
the majority will do business with the company again because they are unwilling to dedicate the effort required to find another vendor
none will do business with the company again
customers whose complaints are satisfactorily resolved spread more word of mouth than those who continue to be dissatisfied
the speed of resolution has no impact on the likelihood of repeat business
between approximately half and three-quarters will do business with the company again if their complaint is resolved
Question 20.20.With respect to consumer purchase intention, all of the following would be among the subdecisions made by consumers EXCEPT ________. (Points : 5)
emotional value
brand
dealer
timing
payment method
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