Creating Customer Value Satisfaction and Loyalty习题及答案详解.docx
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Creating Customer Value Satisfaction and Loyalty习题及答案详解.docx
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CreatingCustomerValueSatisfactionandLoyalty习题及答案详解
Chapter5:
CreatingCustomerValue,Satisfaction,andLoyalty
GENERALCONCEPTQUESTIONS
MultipleChoice
1.________areadeptatbuildingcustomerrelationships,notjustproducts;theyareskilledinmarketengineering,notjustproductengineering.
a.Profit-centeredcompanies
b.Customer-centeredcompanies
c.Production-centeredcompanies
d.Sales-centeredcompanies
e.Promotion-centeredcompanies
Answer:
bPage:
139Levelofdifficulty:
Easy
2.TheopeningvignetteonWashingtonMutualindicatesthat,astheWashingtonMutualexperienceshows,successfulmarketersaretheonesthatfully________.
a.understandpromotionalstrategy
b.diversifytheirproductline
c.divorcethemselvesfromaproductionmentality
d.satisfytheircustomers
e.understandthesalesconcept
Answer:
dPage:
140Levelofdifficulty:
Medium
3.Inthemoderncustomer-orientedorganizationalchart,whichofthefollowingisconsideredtobeatthetopoftheorganizationalpyramid?
a.Salesareatthetopoftheorganizationalpyramid.
b.Thepresidentisatthetopoftheorganizationalpyramid.
c.Front-linepeopleareatthetopoftheorganizationalpyramid.
d.Customersareatthetopoftheorganizationalpyramid.
e.Middlemanagement,becauseoftheirimportance,isatthetopoftheorganizationalpyramid.
Answer:
dPage:
140Levelofdifficulty:
Medium
4.
________isthedifferencebetweentheprospectivecustomer’sevaluationofallthebenefitsandallthecostsofanofferingandtheperceivedalternatives.
a.Perceivedusefulness
b.Failureavoidancerate
c.Reportrating
d.Customerperceivedvalue
e.Competitorsmarketsharerate
Answer:
dPage:
141Levelofdifficulty:
Medium
5.Totalcustomervalueistheperceivedmonetaryvalueofthebundleofeconomic,functional,and________benefitscustomersexpectfromagivenmarketoffering.
a.psychological
b.intangible
c.realized
d.fabricated
e.advertised
Answer:
aPage:
141Levelofdifficulty:
Hard
6.Thebundleofcostscustomersexpecttoincurinevaluating,obtaining,using,anddisposingofthegivenmarketoffering,includingmonetary,time,energy,andpsychiccostsiscalledthe________.
a.organizationalexpenseratio
b.shopper’sfatigue
c.totalcustomercost
d.analysisparalysis
e.comparisonshoppingtocomparisonbuyingratio
Answer:
cPage:
141Levelofdifficulty:
Medium
7.Inapplyingacustomer’sperceivedvaluetoadecision,asellerwhoisatacustomerperceivedvaluedisadvantagehastwoalternatives:
toincreasetotalcustomervalueor________.
a.increaseacash-backbonus
b.decreasecost
c.losethesaletothecompetitor
d.advertisemorefrequently
e.offeranextendedwarranty
Answer:
bPage:
143Levelofdifficulty:
Medium
8.The________consistsofthewholeclusterofbenefitsthecompanypromisestodeliver;itismorethanthecorepositioningoftheoffering.
a.customerpromise
b.missionstatement
c.corporatepledge
d.corporateperceivedvalue
e.valueproposition
Answer:
ePage:
143Levelofdifficulty:
Medium
9.Totalcustomersatisfactionismeasuredbasedontherelationshipof________.
a.anticipatedandrealperformance
b.perceivedperformanceandexpectation
c.advertisedoutcomesandrealoutcomes
d.pastexperienceandpresentexperience
e.customerattitudeandsalesperson’sattitude
Answer:
bPage:
144Levelofdifficulty:
Hard
10.BuyersformtheirexpectationsfromallofthefollowingEXCEPT________.
a.pastbuyingexperience
b.friendsandassociatesadvice
c.marketers’information
d.competitors’information
e.governmentalnewsletters
Answer:
ePage:
144Levelofdifficulty:
Easy
11.JetBlueisabletomeetorexceedcustomerexpectationsoflowpriceairtravelinparttoafewcorporatecommandmentslike:
safety,caring,integrity,funandpassion.JetBluereferstotheseas________.
a.teamworkparables
b.values
c.satisfactionindices
d.customerfocusstatements
e.JetBluebenefits
Answer:
bPage:
144Levelofdifficulty:
Medium
12.Acustomer’sdecisiontobeloyalortodefectisthesumofmanysmallencounterswiththecompany.ConsultingfirmForumCorporationsaysthatinorderforallthesesmallencounterstoadduptocustomerloyalty,companiesneedtocreate________.
a.arewardprogram
b.acomprehensivecustomerdatabase
c.abrandedcustomerexperience
d.strongword-of-mouthpromotions
e.atop-notchadvertisingcampaign
Answer:
cPage:
144Levelofdifficulty:
Hard
13.Onekeytocustomerretentionis________.Itwouldbewiseforacompanytomeasurethisfactorfrequently.
a.heavypromotion
b.deepdiscountsforintermediaries
c.tohaveanethicsofficer
d.customersatisfaction
e.tohavecustomersontheboardofdirectors
Answer:
dPage:
145Levelofdifficulty:
Medium
14.
Thebestsurveymethodtomeasurecustomersatisfactiondirectlyis________.
a.toemployamysteryshopper
b.themailedquestionnaire
c.tosurveyformercustomers
d.periodicsurveys
e.computethecustomerlossrate
Answer:
dPage:
146Levelofdifficulty:
Medium
15.WhichofthefollowingfirmsleadsitsindustrywithanumberonerankingforcustomersatisfactionontheACSIscale(AmericanConsumerSatisfactionIndex)withascoreof87?
a.Cadillac
b.Ford
c.Chrysler
d.Chevrolet
e.Corvette
Answer:
aPage:
146Levelofdifficulty:
Medium
16.________isthetotalityoffeaturesandcharacteristicsofaproductorservicethatbearonitsabilitytosatisfystatedorimpliedneeds.
a.Performance
b.Value
c.Quality
d.Customerretention
e.Customerloyalty
Answer:
cPage:
146Levelofdifficulty:
Easy
17.Totalqualityisthekeytovaluecreationandcustomersatisfaction.Marketingmanagershavetworolestoplayinaquality-centeredcompany.First,theymustparticipateinformulatingstrategiesandpoliciestohelpthecompanywinthroughtotalqualityexcellence.Second,theymust________.
a.participateincross-functionalteambuilding
b.delivermarketingqualityalongsideproductionquality
c.definecustomerrequirementsduringtheinnovationstageoftheproductlifecycle
d.setexpectationsbothinternallyandexternally
e.workcloselywiththesalesteamtocreateadynamicsalesmessage
Answer:
bPage:
147Levelofdifficulty:
Hard
18.________isanorganization-wideapproachtocontinuouslyimprovingthequalityofalltheorganization’sprocesses,products,andservices.
a.Totalqualitymanagement
b.Strategicmanagement
c.Profit-centeredmanagement
d.Customer-retentionmanagement
e.Totalcustomercontrolmanagement
Answer:
aPage:
147Levelofdifficulty:
Medium
19.
The20-80-30rulesreflectstheideathat________.
a.thetop20percentofcustomersgenerate80percentofthecompany’sprofits,halfofwhicharelostservingthebottom30percentofunprofitablecustomers
b.thetop20percentofcustomersarehighlysatisfied,80percentofcustomerswillrecommendthecompanytoafriend,and30percentareunsatisfied
c.20percentofcustomersareunprofitable,80percentofcustomersmakeup30percentofacompany’sprofits
d.20percentofthecompany’sprofitsaregeneratedby80percentofcustomers,and30percentofcustomersaresatisfied
e.anynewproductofferingwillbeacceptedby20percentofthecustomersimmediately,thisfigurewilleventuallyriseto30percent,however,80percentofthecustomerswillbeupforgrabsthroughouttheproductlifecyclefortheproduct
Answer:
aPage:
148Levelofdifficulty:
Hard
20.Mostcompanieshavelearnedthatthe________arethemostprofitablebecauseofserviceexpectationsandtheirwillingnesstopayalmostfullpricefortheproductstheypurchase.
a.large-sizecustomers
b.midsizecustomers
c.small-sizecustomers
d.nichecustomers
e.targetmarketcustomers
Answer:
bPage:
148Levelofdifficulty:
Medium
21.A________customerisaperson,household,orcompanythatovertimeyieldsarevenuestreamthatexceedsbyanacceptableamountthecompany’scoststreamofattracting,selling,andservicingthatcustomer.
a.profitable
b.semi-profitable
c.unprofitable
d.niche
e.target
Answer:
aPage:
149Levelofdifficulty:
Easy
22.Customerprofitabilityanalysis(CPA)isbestconductedwiththetoolsofanaccountingtechniquecalled________.
a.input-outputanalysis
b.factoranalysis
c.Revenue-BasedCosting(RBC)
d.Activity-BasedCosting(ABC)
e.FutureDateCosting(FDC)
Answer:
dPage:
149Levelofdifficulty:
Medium
23.
Whichofthefollowingisthebestexampleofwhatiscalledaleverageableadvantage?
a.Dellavoidingsellingitsproductsinretailstores.
b.Applewinningdesignawardsandproducinguniquecommercials.
c.Microsoft’suseofitsoperatingsystemtoMicrosoftOfficeasameanstosupplynetworkingapplications.
d.SouthwestAirlineswinningtheJ.D.Poweraward.
e.Americantobaccocompaniesattemptstodiversifytheirholdingsafterthefamoustobaccocaselosses.
Answer:
cPage:
150Levelofdifficulty:
Hard
24.TacoBellhasdeterminedthatkeepingcustomerssatisfiedcanbeveryprofitable.ArepeatcustomerinTacoBell’seyescanbeworthasmuchas________overthecustomer’slifetime.
a.$100,000
b.$61,000
c.$35,000
d.$11,000
e.$2,000
Answer:
dPage:
150Levelofdifficulty:
Hard
25.Theaimofcustomerrelationshipmanagement(CRM)istoproducehighcustomer________.
a.value
b.loyalty
c.profitability
d.satisfaction
e.equity
Answer:
ePage:
151Levelofdifficulty:
Medium
26.Thethreedriversofcustomerequityare:
valueequity,brandequity,and________equity.
a.relationship
b.revenue
c.quality
d.price
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