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Exam 14: Customer Satisfaction and Customer Relationships

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Question 1

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Michael stayed at a Hampton Inn last weekend. What are the 2 categories of the purchase that he considers and give an example of each category?

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The 2 categories are the core of the pur...

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Question 2

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When customers become dissatisfied, what is the primary means of regaining the customer?

A) through an empowered frontline employee
B) a free sample
C) a discount
D) through interviews

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Question 3

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What do customers evaluate when making a purchase?

Supplemental services typically do not affect satisfaction or dissatisfaction.

Company ABC is trying to reach more consumers, and in doing so decides to ignore social media and instead focuses on other marketing efforts. Company ABC's decision is logical because social media is slowing and is likely to exert less influence on customer behavior in the future.

Marketers talk of three kinds of expectations. Which of the following is NOT one of them?

Identify and discuss the three possible outcomes of customer evaluations.

Bic Inc. has a new ad to attract new customers. This ad is categorized as a(n) .

Computing customer lifetime value (CLV) involves three kinds of components: (1) numbers about money, (2) numbers about time, and (3) financing finesse.

Edgar tells the product design team that it is important to design a reliable product to increase the likelihood of Consumer Reports giving it a positive evaluation. In turn, this would be important because third-party communications help consumers form expectations based on objective ratings on issues such as quality and value.

When we have a situation where we do not have much experience with a brand, we seek people .

Science Tech Inc. is a company that provides lab supplies like scales and beakers. In order to find their most valuable customers, they have implemented a CRM program with RFM. One of their customers is Virginia Tech labs (VT Labs). Science Tech has decided to weight recency with a 4, frequency with a 2, and monetary with a

Research shows that satisfied customers results in .

Jody wants to launch a CRM program as a tool her company can use to track spending, and she tells her boss that a CRM program does not need to segment customers into different levels of loyalty, nor does it need to reward certain customers. Jody is correct.

The comparative evaluation process is thought to operate in which of the following types of purchases?

Experiences are always direct; they cannot be indirect.

If the core part of the purchase is .

cultures are more likely to be satisfied when the quality of reliability and service provider responsiveness are strong.

In marketing, the abbreviation CRM represents customer relationship modeling.

When a consumer does not have much personal experience with a realtor (for example, a first-time home buyer) , he will form expectations from .