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Exam 14: Customer Satisfaction and Customer Relationships

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Question 1

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Mary visits her local shopping mall to purchase some much needed additions to her wardrobe.In selecting the items she wants to purchase, Mary is concerned primarily with factors such as color, size, style, and price.Clothing items can best be described as __________ goods.

A) qualitative
B) search
C) experience
D) credence

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Question 2

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Recently, companies are charging their loyal customers more, figuring that the loyals like the brand so much that they're price insensitive.

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Question 3

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

The most desirable customers have low recency, high frequency, and high monetary values.

Discount Clothing Store is concerned that it is not satisfying its customers.The firm should consider mapping the shopping experience in order to fully understand its employees' perspective of how to best serve customers.

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

CRM databases contain demographics, lifestyle data, and Internet info, but they should not contain contact information because of privacy laws.

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

If marketers want to be listened to by the top executives, they need to translate marketing metrics into finance metrics.

Maria is going on vacation, and she used a travel agent to purchase her tickets and hotel room.This is an example of an experiential purchase.

The VP of Customer Experience at an international hotel chain is constantly looking for ways to improve customer service, whether it be at check-in, room service, concierge services, check-out, etc.This is important because customers generally evaluate companies and brands based on

A customer's perception of quality and satisfaction can't be measured with precision.

For __________ purchases, the comparative evaluation process is typically quite deliberative and conscious.

Verizon is running two TV ads to attract new customers.Ad A is run once a week, and it costs $20 per showing.Ad B is run once a month and costs $100 per showing.The total annual acquisition cost is $2,240.

Marketers talk of three kinds of expectations.What are they?

Evan visits a travel website to book a trip to Europe.While he is fairly certain he has selected good flights and exciting destinations, he cannot fully evaluate his trip until he actually arrives.The components of Evan's trip can best be described as __________ goods.

If the core part of the purchase is

Sara wants to buy a new bike.She evaluates the bike on color, size, price, number of gears, and other features.The bike is an example of a credence good.

In marketing, the abbreviation CRM represents customer relationship modeling.

Satisfied customers contribute to the bottom line.