In the practice of relationship marketing, the definition of a customer is taken to another level. Which of the following best illustrates how a company practicing relationship marketing is different from a traditional transaction-based marketer?
a. The city pool allows kids 12 years and younger to swim for free on Fridays.
b. A local coffee shop distributes coupons for $.50 off each cup of coffee.
c. The purchasing department of a defense contractor invites its suppliers to attend an annual golf outing.
d. The heads of the financial departments meet with the Chief Financial Officer to discuss year-end financial reporting.
Answer: C
International Business
- By converting indifferent customers into loyal ones through relationship marketing, companies can:
- Mobile marketing refers to:
- Interactive marketing refers to:
- An example of interactive marketing would be:
- The application of relationship marketing requires attention to levels of customer loyalty. Which of the following is the highest level as defined by this type of marketing?
- What is the ultimate objective of relationship marketing?
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- The revenues and intangible benefits accrued to the firm, minus the investment to attract and keep a customer is known as the:
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- Which of the following is a combination of person, cause, and organization marketing?
- As an official sponsor of the Olympics, the Coca-Cola Company engages in _____ marketing.
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- Fred Foods Inc. provides free cereals and biscuits to support a program that aims to end hunger in various emerging nations. This is an example of _____ marketing.
- Some Florida drivers have license plates that say "Save the Manatee." This is an example of _____ marketing.
- Phoebe was asked to bring a can of food for the local food bank as the "price of admission" for a certain ceremony. This is an example of _____.
- Wild Escape advertises jungle safaris, chimpanzee tracking, and gorilla tracking tours. This is an example of _____.
- State bureaus of tourism and conventions typically engage in _____ marketing.
- The basic objective of place marketing is to:
- Melissa is campaigning for Janet, her friend, who is contesting for the presidency of the student council at Riverdale Junior College. Melissa's effort is an example of _____ marketing.
- Which of the following is an example of person marketing?
- In not-for-profit organizations, _____ may interfere with the organization's marketing program.
- The term 'bottom line' is a reference to:
- The most obvious distinction between not-for-profit and for-profit organizations is:
- An alliance between a not-for-profit organization and a for-profit organization: