29 Jun Probity, equity, reliability, and satisfaction
Question
Probity, equity, reliability, and satisfaction are foundations for:
Select one:
a. building financial commitments with suppliers
b. establishing a profitable business
c. appraisal of products and services offered through mass marketing channels
d. establishing trust
At the heart of a relationship-based company, relationship marketing relies on the following EXCEPT:
Select one:
a. Quality of the organisational culture
b. Empowering employees to take decisions without referring back to management
c. Financial capacity of the organisation
d. Policies and practices that characterise the organisation
Loyalty cards have been created to reward customers for their repeat purchases from organisations. Why is this form of customer commitment regarded by some commentators as unsustainable?
Select one:
a. The financial risk to the purchaser is high with Fast Moving Consumer Goods (FMCG)
b. Customers who buy household consumables are mainly focused on low price and convenience
c. This type of advertising program just gets more expensive over time
d. Customers get tired of buying the same store
Customer service, in RM literature, is regarded as a separate though related concept to service marketing. This is because:
Select one:
a. Customer service is seen to be directly and indirectly connected to the customer satisfaction process
b. Both customers and the selling organisation benefit from the arrangement
c. Services marketing is an Australian technique for deterring competitor intrusion in the customer relationship
d. Customers will eventually come back even if customer service has been terrible
Relationship marketing can add value in many modes of buyer-seller exchanges. Situations where it is not relevant or valuable include:
Select one:
a. When the seller wants to reduce reliance on a buyer or group of buyers
b. When the product is a commodity
c. When the product is hard to obtain
d. When dealing with savvy consumers such as millennials
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