The ultimate aim of customer relationship management is to produce ________.
A) customer equity
B) market share
C) sales volume
D) a reliable database
E) higher profit margins
Answer: A
MKT Chapter 1
- Jolene's firm markets preplanning services for a mortician. She finds that most of her target market wants to avoid discussing their future funeral needs, and she must somehow first get their attention. Jolene's firm most likely practices the ________.
- The marketing world is embracing ________ because consumers can wield greater power and control in the marketplace through communication technologies.
- Through ________, many companies today are strengthening their connections to all partners, from providers of raw materials to components to final products that are delivered to final buyers.
- The final step in the marketing process is ________.
- ____ is one of the best ways to increase share of customer.
- Amazon.com leverages relationships with its 35 million customers by offering them music, videos, gifts, toys, consumer electronics, and office products, among other items. Based on previous purchase history, the company recommends related CDs, books, videos, or other products that might interest a customer. This most directly helps Amazon.com capture a greater ________.
- Customer-perceived value is determined by a customer's ________ of the benefits and costs of a market offering relative to those of competing offers.
- The key to delivering customer satisfaction is to match ________ with ________.
- A room upgrade offered by a hotel to a guest who often stays in the hotel is an example of a ________.
- Pete Sanchez, a recent graduate of business school, has a different approach than his marketing manager, who believes in keeping customers at arm's length and using mass media advertising. Pete knows that today few successful firms still practice true ________.
- Marie Ortiz enjoys her work at Futuristic Designs, Inc. Her organization understands and anticipates customer needs even better than customers themselves do and creates products and services to meet current and future wants and demands. Marie's firm practices ________ marketing.
- When customers don't know what they want or don't even know what's possible, the most effective strategy is ________ marketing.
- The societal marketing concept seeks to establish a balance between consumer short-run wants and consumer ________.
- The three areas of consideration that should be balanced in the societal marketing concept are consumer wants, society's interests, and ________.
- Building, keeping, and growing profitable relationships by delivering customer value and satisfaction is called ________.
- "Build a better mousetrap and the world will beat a path to your door" reflects the ________ concept.
- According to the authors of your text, the ________ concept is a "sense and respond" philosophy rather than a "make and sell" philosophy.
- A firm that uses the selling concept takes a(n) ________ approach.
- Herb Kelleher of Southwest Airlines used the marketing concept in his successful organization. Having a customer department rather than a marketing department, as suggested by Kelleher, is an example of a(n) ________ perspective.
- Consumer research, product development, communication, distribution, pricing, and service are all core ________ activities.
- The art and science of choosing target markets and building profitable relationships with them is called ________.
- Selecting which segments of a population of customers to serve is called ________.
- According to the production concept, consumers will favor products that are ________ and ________.
- ________ are human needs as shaped by individual personality and culture.