Quiz
Chapter 13 - Managing relationships and building loyalty
Questions in this quiz (10)
1Companies have been moving from focusing on customer ________ and ________ towards a customer ________ focus.
- Aservice; delivery; revenue generating
- Bacquisition; transaction; relationship
- Cacquisition; service delivery; retention
- Dservice delivery; satisfaction; marginal costing
- Ecosts; revenue; relationship
2Which of the following is NOT an example of common CRM applications?
- AData collection
- BData analysis
- CMarket reinvestment
- DSales force automation
- ECall centre automation
3Reichheld and Sasser (1990) have suggested that annual profits per customer increase every year over seven years because of various factors. Which of the following is NOT one of the factors that they discovered created incremental profits?
- AIncreased sales through price discounts to customers
- BProfit from referrals to other customers
- COpportunities to cross-sell other services
- DProfit from increased purchases
- EProfit from reduced operating costs
4Which of the following is NOT a segment identified in Knox’s Diamond of Loyalty?
- ALoyals
- BRetainers
- CHabituals
- DMultibranders
- ESwitchers
5Short-term hard sell campaigns, managed for transactions not relationships, work best for ________ while partnership and preferred access programs work best for ________.
- Amultibranders; switchers
- Bswitchers; multibranders
- Cloyals; switchers
- Dhabituals; loyals
- Eswitchers; loyals
6Good customer relationships begin with a good fit between ________ and ________.
- Aprofit expectations; revenue generated
- Bcustomer needs; service expectations
- Ccustomer needs; service offerings
- Dbusiness objectives; profitability
7Recent research has found a number of specific types of relational benefits that motivate customers to become regular customers of one service provider. Which category of benefits has been found by research to be the least important to customers in terms of value?
- ASocial benefits
- BSpecial-treatment benefits
- CRelationship benefits
- DLoyalty benefits
- EConfidence benefits
8In terms of socio-cultural traits that impact on buyer-seller relationships, which of the following statements is correct?
- AAs compared to low-context cultures, high-context cultures put more emphasis on direct communication.
- BAs compared to high-context cultures, low-context cultures spend more time on discussing issues and non-task information.
- CAs compared to high-context cultures, low-context cultures tend to avoid confrontation and prefer harmony.
- DAs compared to low-context cultures, high-context cultures take a longer time to establish relationships.
- EAs compared to low-context cultures, high-context culture put less emphasis on face-to-face encounters.
9Recent research by Fornell and his colleagues found an association between a firm’s score in the American Customer Satisfaction Index and which of the following?
- AHigher prices for the firm’s services
- BHigher prices for the firm’s stock
- CLower profits for the firm
- DMore word of mouth for the firm’s brand
- EStronger customer loyalty
10A coffee shop is considering a customer loyalty program. According to research by Reinhartz and Kumar, what should the owners keep in mind when setting up the program?
- AMany heavy users are multibrand loyal.
- BLong-life customers are more costly to serve.
- CHigh lifetime revenues drive duration, not profit.
- DLong-term customers are less price sensitive.
- ELong-life customers pay higher average prices.
Information
- Description
- Services Marketing
- Author
- Lorisse Bazley
- Language
- English
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- 169
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