Question 61. Marketers interested in offering customer value can:

61. Marketers interested in offering customer value can:
a. offer products that perform
b. give the consumer facts
c. offer organization-wide commitment to service and after-the-sale support
d. avoid unrealistic pricing
e. do all of these
62. Chaz loves to play a Disney online pirate game in which he gets to create a pirate by
choosing hair-color, skin-color, clothing, and physical features. Then he gets to choose
from a variety of quests and can sail a ship, dig for treasure, fight skeleton pirates, or fight
the British Navy. This game provides what element of value?
a. offering products that perform
b. earning his trust
c. avoiding unrealistic pricing
d. giving him facts
e. co-creation
63. Which of the following is the customer’s evaluation of a good or service in terms of whether
that good or service has met his or her needs and expectations?
a. value
b. perception
c. attitude
d. dissonance
e. satisfaction
.
64. When customer expectations regarding product quality, service quality, and value-based
price are met or exceeded, _____ is created.
a. a value line
b. a quality rift
c. planning excellence
d. customer satisfaction
e. expectation satisfaction
65.Ninety-six percent of USAA home insurance policy holders report that USAA
representatives meets their commitment in calling back customers quickly about claims.
The most likely result of USAA’s efforts is:
a. management empowerment
b. retailer-customer synergy
c. customer satisfaction
d. transactional marketing
e. disintermediation
.
66. Xerox emphasizes _____ by replacing at its own expense any dissatisfied customer’s
equipment within a period of three years after purchase.
a. management empowerment
b. management-customer synergy
c. customer satisfaction
d. transactional marketing
e. direct selling
67. _____ is a strategy that focuses on keeping and improving relationships with current customers.
a. Commitment selling
b. Relationship marketing
c. Transactional marketing
d. Market engineering
e. Organization-customer synergy
68. Networkcar.com sells a plug-in device that connects to computer diagnostic ports that are
standard on cars. The device beams signals to dealers who can remotely diagnose or spot
trouble. The device al-lows car dealerships to maintain a closer bond with their customers
by offering maintenance before a problem leaves customers with an inoperable or possibly
dangerous car. With the device, dealers can better engage in:
a. management empowerment
b. management-customer synergy
c. relationship marketing
d. transactional marketing
e. direct selling
69. Kellogg’s gives consumers the chance to receive a free DVD. Consumers who buy five
boxes of spe-cially marked cereal can cut out the coupons and mail in their completed
official form to get a free DVD. Kellogg’s is engaging in:
a. transactional marketing
b. sports distribution
c. relationship marketing
d. one-to-one marketing
e. customer transformation
.
70. Frequent-flyer programs are an example of financial incentives to customers in exchange
for their con-tinuing patronage. After flying a certain number of miles or flying a specified
number of times, the fre-quent-flyer program participant earns a free flight or some other
award such as free lodging. Airlines that use frequent-flyer programs are practicing:
a. commitment selling
b. transaction marketing
c. transformational marketing
d. marketing engineering
e. relationship marketing
73. Greenberg Smoked Turkey, Inc., is a nationwide mail-order business that operates without any adver-tising. It does not accept credit cards, has no toll-free number for customers to call, and does not have a
Web site. This hopelessly old-fashioned company is also very profitable with thousands of devoutly loyal
customers–some of whom have ordered Greenberg smoked turkeys every year for the last fifty years.
Greenberg more than likely uses _____ to maintain these long-term ties to its customers.
a. reactive marketing
b. synergistic management
c. relationship marketing
d. a sales orientation
e. management empowerment
72. The Geek Squad is a tech support station located inside every Best Buy electronics retail
store. Best Buy gives intensive training to the Geeks. The purpose of this training is to:
a. improve customer service
b. give higher education benefits to employees
c. promote the company image by increasing public awareness
d. reduce the need of empowerment
e. increase employment levels
73. Some market-oriented firms give employees expanded authority to solve customer
problems on the spot. This is known as:
a. training
b. deregulation
c. empowerment
d. commissioning
e. mediating
74. _____ gives customers the feeling their concerns are being addressed and at the same
time gives em-ployees the feeling their expertise matters to management.
a. Management-employee synergy
b. Organizational entropy
c. Managerial reciprocity
d. Empowerment
e. Delegation
Empowerment is the delegation of authority to solve customers’ problems quickly, usually by
the first person that the customer notifies regarding a problem.
75. The Ritz Carlton has Service Values which guide employees in providing its Gold
Standard service. One of the service values states “I own and immediately resolve guest
problems.” The Ritz Carlton management uses _____ to provide customer service.
a. training
b. deregulation
c. empowerment
d. commissioning
e. mediating
.
76. As part of instituting an empowerment program, a marketing director should:
a. hire college graduates who have the latest training in marketing management techniques
b. create a customer-service department and place a key staff person in charge of
the depart-ment
c. train the company’s staff to judge the quality of the products the firm produces
d. allow non-management employees to resolve problems on their own without
prior ap-proval from their immediate supervisors
e. conduct a survey of the company’s marketing staff to learn about employee morale
.
77. _____ is the collaborative efforts of people to achieve common objectives.
a. Effort training
b. Teamwork
c. Empowerment
d. OJT training
e. Mediation
.

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