The ultimate aim of customer relationship management is to produce ________.

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

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 ________.

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 ________.

A) production concept
B) marketing concept
C) selling concept
D) social marketing concept
E) societal marketing concept





Answer: C

The marketing world is embracing ________ because consumers can wield greater power and control in the marketplace through communication technologies.

The marketing world is embracing ________ because consumers can wield greater power and control in the marketplace through communication technologies. 

A) partner relationship management
B) supply chain management
C) customer-managed relationships
D) market segmentation
E) target marketing

Answer: C

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.

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.

A) supply chain management
B) direct marketing
C) partnership relationship marketing
D) customized marketing
E) equity marketing




Answer: A

The final step in the marketing process is ________.

The final step in the marketing process is ________.

A) capturing value from customers
B) creating customer loyalty
C) creating customer lifetime value
D) understanding the marketplace
E) designing a customer-driven marketing strategy





Answer: A

____ is one of the best ways to increase share of customer.

____ is one of the best ways to increase share of customer.

A) Targeting new customers
B) Using bait and switch
C) Cross-selling
D) Divesting
E) Partnership marketing

Answer: C

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 ________.

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 ________.

A) partner value
B) share of customer
C) profit margin
D) social network
E) customer loyalty






Answer: B

Customer-perceived value is determined by a customer's ________ of the benefits and costs of a market offering relative to those of competing offers.

Customer-perceived value is determined by a customer's ________ of the benefits and costs of a market offering relative to those of competing offers.

A) personal assessment (dánh giá cá nhân)
B) rational expectations
C) accurate assessment
D) objective evaluation
E) emotional understanding




Answer: A

The key to delivering customer satisfaction is to match ________ with ________.

The key to delivering customer satisfaction is to match ________ with ________.

A) company performance; the competition's performance
B) company performance; competitive prices
C) relationship building; performance tools
D) company performance; unique products
E) customer expectations; product performance

Answer: E

A room upgrade offered by a hotel to a guest who often stays in the hotel is an example of a ________.

A room upgrade offered by a hotel to a guest who often stays in the hotel is an example of a ________.

A) frequency marketing program
B) basic customer relationship
C) club marketing program
D) partner relationship management technique
E) structural benefit





Answer: 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 ________.

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 ________.

A) club marketing
B) frequency marketing
C) mass marketing
D) customer satisfaction
E) market segmentation





Answer: C

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.

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.

A) customer-driven
B) customer-driving
C) relationship
D) societal
E) social





Answer: B

When customers don't know what they want or don't even know what's possible, the most effective strategy is ________ marketing.

When customers don't know what they want or don't even know what's possible, the most effective strategy is ________ marketing.

A) customer-driven
B) customer-driving
C) societal
D) production
E) product





Answer: B

The societal marketing concept seeks to establish a balance between consumer short-run wants and consumer ________.

The societal marketing concept seeks to establish a balance between consumer short-run wants and consumer ________.

A) short-run costs and profits
B) short-run ethics
C) long-run welfare (phúc l?i lâu dài)
D) immediate health
E) value propositions




Answer: C

The three areas of consideration that should be balanced in the societal marketing concept are consumer wants, society's interests, and ________.

The three areas of consideration that should be balanced in the societal marketing concept are consumer wants, society's interests, and ________.

A) human welfare
B) want satisfaction
C) company profits
D) short-run wants
E) long-term needs

Answer: C

Building, keeping, and growing profitable relationships by delivering customer value and satisfaction is called ________.

Building, keeping, and growing profitable relationships by delivering customer value and satisfaction is called ________.

A) customer lifetime value
B) customer perceived value
C) customer relationship management
D) database marketing
E) societal marketing





Answer: C

"Build a better mousetrap and the world will beat a path to your door" reflects the ________ concept.

"Build a better mousetrap and the world will beat a path to your door" reflects the ________ concept.

A) production
B) marketing
C) selling
D) product
E) target marketing





Answer: D

According to the authors of your text, the ________ concept is a "sense and respond" philosophy rather than a "make and sell" philosophy.

According to the authors of your text, the ________ concept is a "sense and respond" philosophy rather than a "make and sell" philosophy. 

A) product
B) production
C) marketing
D) retailing
E) societal marketing





Answer: C

A firm that uses the selling concept takes a(n) ________ approach.

A firm that uses the selling concept takes a(n) ________ approach.

A) outside-in
B) passive
C) inside-out
D) societal
E) customer service

Answer: C

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.

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.

A) outside-in
B) external
C) inside-out
D) continuous improvement
E) traditional




Answer: A