By converting indifferent customers into loyal ones through relationship marketing, companies can:

By converting indifferent customers into loyal ones through relationship marketing, companies can:

a. increase the cost of maintaining existing customers.
b. start a process by which customers become bound contractually to the business.
c. avoid the necessity of improving customer service in the long run.
d. generate repeat sales.









Answer: D

Mobile marketing refers to:

Mobile marketing refers to:

a. running promotional campaigns on transport media like trains and airplanes.
b. marketing messages transmitted via wireless technology.
c. promoting associated products or services alongside mobile technologies.
d. the use of online social media as a communications channel for marketing messages.










Answer: B

Interactive marketing refers to:

Interactive marketing refers to:

a. sequential marketing efforts beginning with frontline salespersons and proceeding to detailed instructions by a technical expert.
b. marketing efforts vis-a-vis interactive programs where customers can post their queries directly to the management.
c. buyer-seller communications in which the customer controls the amount and type of information received from a marketer.
d. software-controlled marketing strategy which uses central databases to segment the market on various demographic and psychographic factors.











Answer: C

An example of interactive marketing would be:

An example of interactive marketing would be:

a. a customer creating their own products, as in the case of Subway or Build-a-Bear.
b. an intermediary wholesaler who links sale of goods from manufacturer to consumer.
c. buyer-seller communication through the Internet and virtual reality kiosks.
d. sponsoring local sports teams.









Answer: C

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?

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?

a. Loyal supporter of the company and its goods and services.
b. Advocate who not only buys the products but recommends them to others.
c. Regular purchaser of the company's products.
d. Stockholder who literally buys into the organization and its mission.












Answer: B

What is the ultimate objective of relationship marketing?

What is the ultimate objective of relationship marketing?

a. Find new customers
b. Create regular purchasers
c. Turn customers into advocates
d. Turn customers into loyal supporters










Answer: C

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?

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

Many hotel chains offer free stays and other perks to repeat customers. This is an example of:

Many hotel chains offer free stays and other perks to repeat customers. This is an example of:

a. relationship marketing.
b. transaction-based marketing.
c. interactive marketing.
d. social marketing.










Answer: A

The revenues and intangible benefits accrued to the firm, minus the investment to attract and keep a customer is known as the:

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

A university sells customized sweat shirts, pull overs, and jerseys to its students and staff. 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 _____. 

a. cause marketing
b. organization marketing
c. person marketing
d. event marketing











Answer: B

Which of the following is a combination of person, cause, and organization marketing?

Which of the following is a combination of person, cause, and organization marketing?

a. Tiger Woods' endorsement of Nike, a sports company and Accenture, a consulting company
b. The Nobel Peace Prize for Al Gore for his work on global warming
c. UNICEF's work to improve the living conditions of children across the world
d. Angelina Jolie's role as a UN Goodwill Ambassador for refugees











Answer: D

As an official sponsor of the Olympics, the Coca-Cola Company engages in _____ marketing.

As an official sponsor of the Olympics, the Coca-Cola Company engages in _____ marketing.

a. place
b. event
c. person
d. organization










Answer: B

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:

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:

a. event marketing.
b. organization marketing.
c. person marketing.
d. place marketing.










Answer: A

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.

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. 

a. organization
b. person
c. cause
d. place










Answer: C

Some Florida drivers have license plates that say "Save the Manatee." This is an example of _____ marketing.

Some Florida drivers have license plates that say "Save the Manatee." This is an example of _____ marketing.

a. organization
b. cause
c. place
d. event












Answer: B

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 _____.

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 _____. 

a. person marketing
b. organization marketing
c. ownership utility
d. cause marketing











Answer: D

Wild Escape advertises jungle safaris, chimpanzee tracking, and gorilla tracking tours. This is an example of _____.

Wild Escape advertises jungle safaris, chimpanzee tracking, and gorilla tracking tours. This is an example of _____.

a. form utility creation
b. place marketing
c. organization utility
d. sports marketing










Answer: B

State bureaus of tourism and conventions typically engage in _____ marketing.

State bureaus of tourism and conventions typically engage in _____ marketing.

a. organization
b. person
c. place
d. cause









Answer: C

The basic objective of place marketing is to:

The basic objective of place marketing is to:

a. attract visitors or new businesses to a particular area.
b. influence others to accept the goals of the sponsoring organization.
c. convince people to attend a sporting or cultural event.
d. bring to the attention of the public some charitable issue.










Answer: A

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.

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.

a. cause
b. person
c. place
d. organization










Answer: B