Question 1

A consumer goods company is trying to develop a relationship with its customers by implementing marketing strategies that focus on developing interdependence between the company and its customers.These marketing strategies indicate that the company is at the _____ level of relationship marketing.

Accepted Answer

A)  third
B)  second
C)  first
D)  fourth

Question 2

​Like most companies,yours relies on reactive methods of collecting customer feedback.You hope to change this by introducing the proactive element(s) of:

Accepted Answer

A)  ​Monitoring social media sites
B)  ​Compiling online customer comments
C)  ​Answering customer emails
D)  ​Emailing satisfaction surveys to customers
E)  ​Calling customers after a sale

Question 3

Which of the following firms is most likely to enter into a vertical strategic alliance with Boeing?

Accepted Answer

A)  Airbus, a European consortium of aircraft manufacturers
B)  Pratt & Whitney, an aircraft engine manufacturer
C)  Cessna, an American airplane manufacturer
D)  Gulfstream Aerospace, a jet aircraft producer

Question 4

Companies use knowledge obtained from databases to track customer buying patterns and to customize offerings and sales promotions.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following is true regarding relationship marketing compared to transaction marketing?​

Accepted Answer

A)  ​it is based in cooperation and trust between parties
B)  ​ranks profitability as a high priority
C)  ​is focused on the short-term
D)  ​emphasizes achieving sales goals

Question 6

​Which of the following is a limitation of trend analysis?

Accepted Answer

A)  ​It is expensive and time consuming.
B)  ​It can communicate marketing plans to the competitors before the firm introduces a product to the total market.
C)  ​It is unable to make reliable forecasts during periods of steady growth and stable demand.
D)  ​It assumes that the future events will continue in the same manner as the past.

Question 7

Lateral partnership is a relationship that involves customers within an organization.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following statements is true about the benefits of buyer-seller relationships in business-to-business marketing?​

Accepted Answer

A)  ​They increase cash flows for both parties.
B)  ​They lead to improved quality and reliability.
C)  ​They reduce inventory management costs.
D)  ​They eliminate the need for transaction financing for either party.
E)  ​They guarantee the availability of supplies.

Question 9

Match each item with the correct statement below.
-The _____ is defined as the revenues and intangible benefits that a customer brings to the seller over an average lifetime of their relationship,less the amount the company must spend to acquire,market to,and serve the customer.

Accepted Answer

A)  strategic alliance
B)  relationship marketing
C)  cobranding
D)  frequency marketing
E)  value chainF) database marketingG) exponential smoothingH) customer relationship managementI) trend analysisJ) internal customersK) comarketingL) quick-response merchandisingM) affinity programN) lifetime value of a customerO) Delphi techniqueP) national account sellingQ) transaction-based marketingR) customer churnS) buzz marketingT) grassroots marketing

Question 10

​You've been hired to implement a CPFR system for the Core Corporation.While you recognize the benefits of such systems,you informed the CEO not to expect:

Accepted Answer

A)  ​Collaborative forecasting between Core and its vendors
B)  ​Collaborative planning between Core and its vendors
C)  ​Collaborative advertising between Core and its vendors
D)  ​Any of the above
E)  ​All of the above

Question 11

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.

Accepted Answer

A) True 
 B)False

Question 12

What are the problems associated with customer relationship management systems?

Accepted Answer

The problems associated with customer re...

Question 13

The grassroots marketing approach relies on conventional and traditional marketing strategies.

Accepted Answer

A) True 
 B)False

Question 14

A marketing effort sponsored by an organization that solicits responses from individuals who share common interests and activities is called _____ marketing.

Accepted Answer

A)  frequency
B)  affinity
C)  internal
D)  inclusive

Question 15

Customer win-back is a customer relationship management strategy that focuses on acquiring new customers.

Accepted Answer

A) True 
 B)False

Question 16

The buyer and seller exchanges in transaction-based marketing are characterized by limited communications and little or no ongoing relationships.

Accepted Answer

A) True 
 B)False

Question 17

A video renting outlet offers free movies for customers,if they rent a certain number of movies within a specified time periods,in order to encourage them to spend more on renting movies from the outlet.This type of marketing strategy is an example of _____.

Accepted Answer

A)  frequency marketing
B)  viral marketing
C)  internal marketing
D)  buzz marketing

Question 18

You are the new head of marketing for a large consumer products company in Texas.You have spent your first two months on the job observing what the company does well and not so well in terms of marketing.One area that you recognize is a major deficiency is the company's internal marketing approach and emphasis.You are a strong proponent of effective internal marketing and you plan to emphasize it in your new role.You are making a presentation to the executive management team on what internal marketing is and how it will benefit the company. ​
​Which of the following statements are you going to make in your presentation to the executive management team about internal marketing?

Accepted Answer

A)  ​It is the same as integrated marketing.
B)  ​It emphasizes quick short-term results that investors like.
C)  ​It guarantees a firm's profitability.
D)  ​Employee knowledge and involvement are important goals.
E)  ​It is a replacement for e-marketing.

Question 19

The sale of a product to a customer via a vending machine is typical of a transaction-based relationship.

Accepted Answer

A) True 
 B)False

Question 20

At the second level of relationship marketing,the focus is on:

Accepted Answer

A)  price and other financial incentives.
B)  reaching out to the customer with social interaction.
C)  structurally transforming the relationship into an interdependent partnership.
D)  analyzing data from the initial purchase to determine the chance of a repeat sale.

Exam 11: Relationship Marketing and Customer Relationship Management Crm

Companies use knowledge obtained from databases to track customer buying patterns and to customize offerings and sales promotions.

Correct Answer
verified

Correct Answer
verified

Which of the following firms is most likely to enter into a vertical strategic alliance with Boeing?

Correct Answer
verified

Lateral partnership is a relationship that involves customers within an organization.

Correct Answer
verified

The buyer and seller exchanges in transaction-based marketing are characterized by limited communications and little or no ongoing relationships.

Correct Answer
verified

Customer win-back is a customer relationship management strategy that focuses on acquiring new customers.

Correct Answer
verified

You've been hired to implement a CPFR system for the Core Corporation.While you recognize the benefits of such systems,you informed the CEO not to expect:

Correct Answer
verified

At the second level of relationship marketing,the focus is on:

Correct Answer
verified

Like most companies,yours relies on reactive methods of collecting customer feedback.You hope to change this by introducing the proactive element(s) of:

Correct Answer
verified

The sale of a product to a customer via a vending machine is typical of a transaction-based relationship.

Correct Answer
verified

The grassroots marketing approach relies on conventional and traditional marketing strategies.

Correct Answer
verified

Which of the following is a limitation of trend analysis?

Correct Answer
verified

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.

Correct Answer
verified

A marketing effort sponsored by an organization that solicits responses from individuals who share common interests and activities is called _____ marketing.

Correct Answer
verified

Which of the following statements is true about the benefits of buyer-seller relationships in business-to-business marketing?

Correct Answer
verified

Match each item with the correct statement below. -The _____ is defined as the revenues and intangible benefits that a customer brings to the seller over an average lifetime of their relationship,less the amount the company must spend to acquire,market to,and serve the customer.

Correct Answer
verified

A consumer goods company is trying to develop a relationship with its customers by implementing marketing strategies that focus on developing interdependence between the company and its customers.These marketing strategies indicate that the company is at the _____ level of relationship marketing.

Correct Answer
verified

What are the problems associated with customer relationship management systems?

Correct Answer
verified
The problems associated with customer re...
View Answer

A video renting outlet offers free movies for customers,if they rent a certain number of movies within a specified time periods,in order to encourage them to spend more on renting movies from the outlet.This type of marketing strategy is an example of _____.

Correct Answer
verified

Which of the following is true regarding relationship marketing compared to transaction marketing?

Correct Answer
verified

Exam 11: Relationship Marketing and Customer Relationship Management Crm

Companies use knowledge obtained from databases to track customer buying patterns and to customize offerings and sales promotions.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following firms is most likely to enter into a vertical strategic alliance with Boeing?

Correct AnswerverifiedShow Answer

Lateral partnership is a relationship that involves customers within an organization.

Correct AnswerverifiedShow Answer

The buyer and seller exchanges in transaction-based marketing are characterized by limited communications and little or no ongoing relationships.

Correct AnswerverifiedShow Answer

Customer win-back is a customer relationship management strategy that focuses on acquiring new customers.

Correct AnswerverifiedShow Answer

​You've been hired to implement a CPFR system for the Core Corporation.While you recognize the benefits of such systems,you informed the CEO not to expect:

Correct AnswerverifiedShow Answer

At the second level of relationship marketing,the focus is on:

Correct AnswerverifiedShow Answer

​Like most companies,yours relies on reactive methods of collecting customer feedback.You hope to change this by introducing the proactive element(s) of:

Correct AnswerverifiedShow Answer

The sale of a product to a customer via a vending machine is typical of a transaction-based relationship.

Correct AnswerverifiedShow Answer

The grassroots marketing approach relies on conventional and traditional marketing strategies.

Correct AnswerverifiedShow Answer

​Which of the following is a limitation of trend analysis?

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

A marketing effort sponsored by an organization that solicits responses from individuals who share common interests and activities is called _____ marketing.

Correct AnswerverifiedShow Answer

Which of the following statements is true about the benefits of buyer-seller relationships in business-to-business marketing?​

Correct AnswerverifiedShow Answer

Match each item with the correct statement below. -The _____ is defined as the revenues and intangible benefits that a customer brings to the seller over an average lifetime of their relationship,less the amount the company must spend to acquire,market to,and serve the customer.

Correct AnswerverifiedShow Answer

A consumer goods company is trying to develop a relationship with its customers by implementing marketing strategies that focus on developing interdependence between the company and its customers.These marketing strategies indicate that the company is at the _____ level of relationship marketing.

Correct AnswerverifiedShow Answer

What are the problems associated with customer relationship management systems?

Correct AnswerverifiedThe problems associated with customer re...View AnswerShow Answer

A video renting outlet offers free movies for customers,if they rent a certain number of movies within a specified time periods,in order to encourage them to spend more on renting movies from the outlet.This type of marketing strategy is an example of _____.

Correct AnswerverifiedShow Answer

Which of the following is true regarding relationship marketing compared to transaction marketing?​

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

You've been hired to implement a CPFR system for the Core Corporation.While you recognize the benefits of such systems,you informed the CEO not to expect:

Correct Answer
verified

Correct Answer
verified

Like most companies,yours relies on reactive methods of collecting customer feedback.You hope to change this by introducing the proactive element(s) of:

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Which of the following is a limitation of trend analysis?

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Which of the following statements is true about the benefits of buyer-seller relationships in business-to-business marketing?

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The problems associated with customer re...
View Answer

Correct Answer
verified

Which of the following is true regarding relationship marketing compared to transaction marketing?

Correct Answer
verified