The revenues and intangible benefits accrued to the firm, minus the investment to attract and keep a customer is known as the:
a. gradient of return on investment.
b. intangible benefit stream.
c. investment-benefit differential.
d. lifetime value of the customer.
Answer: D
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?
- 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?
- Many hotel chains offer free stays and other perks to repeat customers. This is an example of:
- A university sells customized sweat shirts, pull overs, and jerseys to its students and staff. This is an example of _____.
- 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.
- The Tour de Cure is a bicycle ride, not a race, to raise money for the American Diabetes Association and is held in 40 states nationwide. This is an example of:
- 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: