MKT2013 (CHAPTER 2)

Through _______, companies today are strengthening their connections with all partners, from providers of raw materials and components to those involved in the delivery of final goods and services.

• supply chain management

• direct marketing

• customer relationship marketing

• inventory management

Customers can be classified into four relationship groups based on their profitability and projected loyalty. Which customer type is associated with low profitability and long-term loyalty?

• true friend

• butterfly

• barnacle

• stangers

The primary key to delivering customer satisfaction is to match product performance with _________.  

• limited customer services

• competitive prices

• aggressive advertising

• customer expectations

In the second step of the marketing research process, research process, research objectives should be translated into specific _________.

• marketing goals

• informations needs

• dollar amounts

• research method

Causal research is used to ________.

• Test hypotheses about cause-and effect relationships

• Gather preliminary information that will help define problems

• Uncover information at the outset in an unstructured way

• Describe marketing problems or situations

Salbiah recently purchased Brand X lotion. In comparing her perception of how the lotion made her skin feel and look to her expectations about Brand X lotion, Salbiah was measuring her level of ________.

• customer lifetime value

•   customer-perceived value

• customer equity

• customer satisfaction

Customer-perceived value is defined as the customer’s evaluation of the difference between all the benefits and all the costs of a market offering relative to those of competing offers.

• TRUE

• FALSE

Organizations choose to use only a few available online and social media. Using multiple social media results in confused fans. 

• TRUE

• FALSE

In interpreting and reporting the findings, it is the best managers and researchers work together closely, and share responsibility for the research process and resulting decisions.

• TRUE

• FALSE

Part of characteristic for customer-driven marketing is when customers know what they want.

• TRUE

• FALSE