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Exam 5: Creating Long term Loyalty Relationships

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Question 61

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Which of the following is the best example of what is called a leverageable advantage?

A) TD Canada Trust ranking number one in customer satisfaction
B) Microsoft's use of its operating system to supply networking applications
C) Dell avoiding selling its products in retail stores
D) UPS targeting mid-size shippers
E) Apple winning design awards and producing unique commercials

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Question 62

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CRM tends to be used less often by ________, although some have built databases for certain brands.

A) companies whose customers have highly differentiated needs
B) consumer packaged-goods companies
C) service providers
D) companies that do a lot of cross-selling
E) business marketers

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Question 63

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Buyers do not always make logical or rational decisions. They might purchase the most expensive and least quality item for example. Which of the following would be another good example of this behaviour?

Name five customer touch points that Four Seasons hotels could use to maximize customer loyalty.

If Loblaws hired staff to pose as potential buyers and report on strong and weak points experienced in buying the company's and competitors' products, they would be engaging in which satisfaction measurement strategy?

The value proposition is stated in the price of a product and readily recognized by the average consumer.

Which of the four key principles of Canada's Personal Information Protection and Electronic Documents Act ensures that firms only collect and use information appropriate to the transaction being undertaken?

Total customer value is the perceived monetary value of all the purchases a customer makes on an annual basis.

Which of the following represents the type of information typically found in a customer database?

Which of the following can a company do to reduce defection?

The final step of customer value analysis is to _______

A ________ customer is a person, household, or company that over time yields a revenue stream that exceeds by an acceptable amount the company's cost stream of attracting, selling, and servicing that customer.

List four items a business database should contain.

Provide a customer-centred definition of the term quality, explain why it is the key to value creation and customer satisfaction, as well as the two responsibilities marketing managers have in a quality-centred company.

A Lexus rides smoother, goes faster, and lasts longer. Yet both a Lexus and a Hyundai deliver the same ______ if all the units deliver their respective promised quality.

The modern customer-oriented organization chart places top management at the top of the pyramid as long as they can think like consumers.

________ can be defined as a deeply held commitment to rebuy or repatronize a preferred product or service in the future despite situational influences and marketing efforts having the potential to cause switching behavior.

A profitable customer is a person, household, or company that over time yields a revenue stream that exceeds by an acceptable amount the company's cost stream of attracting, selling, and servicing the customer.

In ________ marketing, the salesperson contacts the customer from time to time with suggestions about improved product uses or new products.

James Everett is a telemarketer. He can use his company's ________ to respond to customer inquiries more effectively because of his ability to see a total picture of the customer relationship.