FiltersDone

Question type

Essay

Multiple Choice

Short Answer

True False

Matching

Exam 17: Relationship Marketing and Customer Relationship Management CRM

Show Answer

Share

---

All types

Filters

Study FlashcardsPractice ExamLearn

Question 31

Short Answer

Review LaterAdd Note

Review Later

Match each item to the statement or sentence listed below. a.transaction-based marketing b.relationship marketing c.internal marketing d.frequency marketing e.affinity marketing f.database marketing g.application service providers (ASPs) h.customer relationship management i.partnership j.co-branding k.co-marketing l.electronic data interchange (EDI) m.supply chain n.lifetime value of a customer o.strategic alliance p.value chain q.web services r.internal customers s.seller partnership t.national account selling u.grassroots marketing v.quick-response merchandising -The _____ is the sequence of suppliers that contribute to the creation and delivery of a product.

Correct Answer

verified

Show Answer

Question 32

Short Answer

Review LaterAdd Note

Review Later

Match each item to the statement or sentence listed below. a.transaction-based marketing b.relationship marketing c.internal marketing d.frequency marketing e.affinity marketing f.database marketing g.application service providers (ASPs) h.customer relationship management i.partnership j.co-branding k.co-marketing l.electronic data interchange (EDI) m.supply chain n.lifetime value of a customer o.strategic alliance p.value chain q.web services r.internal customers s.seller partnership t.national account selling u.grassroots marketing v.quick-response merchandising -is a relationship involving long-term exchange of goods or services in return for cash or other valuable consideration.

Correct Answer

verified

Show Answer

Question 33

True/False

Review LaterAdd Note

General Foods offers a "Box Tops for Education" program that rewards schools with funds to purchase needed supplies. The funds are accrued through submitted box tops found on specially marked products. This charitable program provides added value to families and encourages stronger customer relationships. It is, in essence, affinity marketing.

A biotechnology company and a university have formed a partnership to develop a new class of cancer-fighting drugs. What type of partnership is this?

What is the ultimate expression of relationship marketing in the business-to-business sector?

Lifetime value calculations involve matching the costs of acquiring and maintaining customer relationships with the profit produced by those customers over the length of time they can be expected to do business with the company.

Cannondale Bicycles has an owner's group called "The Chain Club." Members receive e-mails listing cycling-related tips, as well as access to a special website. What level of relationship marketing is this an example of?

Large retailers pay special attention to suppliers from whom they buy millions of dollars in merchandise each year. To solidify their commitment to these suppliers, a retailer's buying office is often located near the supplier's home office.

What type of interaction is usually created by a second-level relationship marketing program?

In relationship marketing, the focus is on enticing a buyer to make an immediate purchase based on factors such as low price, convenience, or packaging.

What do third-level relationship marketing programs usually aim to create?

In seller partnerships, companies want to sell as much product as quickly as possible without dealing with long-term business relationships.

Organizations may embrace dissimilar values and still partner successfully in the long run.

A proactive approach to customer feedback involves initiating the interface through telephone calls, visiting, surveys, and technological interfacing that will provide a company with data.

It costs millions in advertising to lure new customers to cosmetic counters. A cosmetics company CEO recognized that women prefer to be loyal to their cosmetic brands and, in doing so, would need products that take a woman through her lifetime, changing as her skin changes. By following this philosophy, the company began practicing one of the main tenets of relationship marketing.

What type of marketing is described as managerial actions that enable all members of an organization to understand, accept, and fulfill their respective roles in implementing marketing strategy?

Briefly explain each of the three levels of the relationship marketing continuum.

Since the Industrial Revolution, most manufacturers have focused on making products and then promoting them to customers in hopes of selling enough to cover costs and earn a profit.

Match each item to the statement or sentence listed below. a.transaction-based marketing b.relationship marketing c.internal marketing d.frequency marketing e.affinity marketing f.database marketing g.application service providers (ASPs) h.customer relationship management i.partnership j.co-branding k.co-marketing l.electronic data interchange (EDI) m.supply chain n.lifetime value of a customer o.strategic alliance p.value chain q.web services r.internal customers s.seller partnership t.national account selling u.grassroots marketing v.quick-response merchandising -The employees or departments within an organization whose success depends on the work of other employees or departments are referred to as _____.

What is created when partners in a strategic alliance form a new business unit to implement their plans?