armstrong01 - tif

38.

According to the authors of your text, fast-food restaurants offer tasty and convenient food at affordable prices; they contribute to a national obesity epidemic which harms consumer health and causes environmental problems in the long run. This statement reflects that they often overlook the_____ business philosophy.

a. marketing concept b. product concept c. production concept

d. societal marketing concept Answer: (d) Difficulty: (2) Page: 14

39.

The set of marketing tools a firm uses to implement its marketing strategy is called the _____. a. promotion mix b. product mix c. marketing mix d. TQM

Answer: (c) Difficulty: (2) Page: 15

_____ is defined as the customer‘s evaluation of the difference between all the benefits and all the costs of a marketing offer relative to those of competing offers. a. Customer-relationship management b. Customer satisfaction c. TQM

d. Customer-perceived value Answer: (d) Difficulty: (1) Page: 16

Building, keeping, and growing profitable value-laden relationships with all stakeholders of a company is called _____. a. customer lifetime value b. customer-perceived value

c. customer relationship marketing d. database marketing

Answer: (c) Difficulty: (1) Page: 16

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Delivering superior customer value and customer satisfaction are the two keys to building lasting _____. a. customer satisfaction

b. customer databases c. market share

d. customer relationships

Answer: (d) Difficulty: (2) Page: 16

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43.

All of the phrases below reflect the definition of customer-perceived value, except which one? a. Alex brought home his Lexus for $45,000; he luxuriated in the handling and smell of the leather interior.

b. FedEx offers reliable package delivery at a reasonable price.

c. The benefits of undergraduate tuition at state schools are judged to be reasonable and fair in comparison to competing private schools. d. All of the above are correct. Answer: (d) Difficulty: (2) Page: 16

FedEx offers its customers fast and reliable package delivery. When FedEx

customers weigh these aforementioned benefits against the monetary and psychic costs of using the service, they are acting upon _____. a. loyalty

b. relationship marketing c. perceived customer value d. social relationships

Answer: (c) Difficulty: (3) Page: 16

The overnight (next-day air) package shipping industry is crowded with

marketing/logistics companies like FedEx, DHL, Airborne, U.S. Postal Service and UPS. According to the authors of your text, FedEx has a 46 percent share of the next-day air shipping business compared to the Postal Service‘s 6 percent share. According to your authors, all of the following are statements customers often use to judge product/service values objectively, except which one? a. FedEx is a large shipper judging by its market share.

b. FedEx customers receive fast and reliable package delivery. c. Few FedEx customers may perceive some status with its use.

d. U.S. Postal Service offers a comparable service to FedEx, at much lower prices.

Answer: (d) Difficulty: (3) Page: 17

Marketers must continue to generate more _____, but not ―give away the house.‖

a. profits

b. customer value and satisfaction c. market share d. revenues

Answer: (b) Difficulty: (3) Page: 17

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47.

All of the following are examples of relationship-marketing programs, except which one?

a. Harley Davidson sponsors the Harley Owners Group, giving riders an

organized way to share their passion and show their pride. b. P&G customer teams work closely with Wal-Mart.

c. Boeing partners with American Airlines in designing airplanes. d. Universities tell all incoming freshman to join student clubs. Answer: (d) Difficulty: (2) Page: 20

Airlines offer frequent flier marketing programs to build value and satisfaction into the customer relationship. Using this approach, airlines add ______ to the customer relationship. a. social benefits b. structural benefits c. financial benefits d. excitement

Answer: (c) Difficulty: (3) Page: 20

Proctor and Gamble builds basic customer relationships with members of the target market using all the following approaches, except which one? a. P&G practices brand-building advertising.

b. P&G makes personal phone calls to each and every customer. c. P&G offers sales promotions to customers and middlemen alike.

d. Using the 1-800 customer response number, P&G interacts with customers. Answer: (b) Difficulty: (2) Page: 17

The Swiss watchmaker, Swatch, uses its club‘s website as an ultimate meeting place to market memorabilia to enthusiasts. Swatch also caters to collectors and publishes a magazine to disseminate news about watch lovers. Using this approach, Swatch adds _____ to the customer relationship. a. self-esteem b. financial benefits c. structural benefits d. social benefits

Answer: (d) Difficulty: (3) Page: 19

McKesson Corp., a leading pharmaceutical wholesaler, supplies customers with computer linkages to help them manage their orders, payroll, or inventory. Building customer relationships using this approach adds _____. a. financial benefits b. social benefits c. partnership ties d. structural ties

Answer: (d) Difficulty: (3) Page: 20

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52.

Many banks are leading the way in using customer profitability analysis to weed out losing customers and target winning ones for pampering. This is called _____. a. customer-relationship management b. positioning

c. database marketing

d. selective-relationship management Answer: (d) Difficulty: (3) Page: 21

The new view of marketing is to acquire, retain, and grow profitable customers. In years past, companies did not have to worry about losing dissatisfied customers; an endless supply of new customers kept replacing them. This so-called _____ approach to marketing, whereby companies took their customers for granted is a thing of the past.

a. customer-centric b. product-centric c. modern marketing

d. leaky bucket（有漏洞的桶） Answer: (d) Difficulty: (2) Page: 21

One of the major challenges facing companies today is to keep the customers they already have since there are fewer customers to go around. Changing demographics, sophisticated competitors, and overcapacity in many industries are some of the reasons for this. As a result, _____.

a. the costs of attracting new customers are declining b. the costs of maintaining existing customers are rising c. the costs of attracting new customers are rising

d. giving incentives to existing customers all the time is good Answer: (c) Difficulty: (2) Page 22

According to the authors of your text, some marketers have hailed _____ as the ―marketing model of the 21st century and beyond.‖ a. long-term marketing b. short-term marketing c. targeted marketing d. direct marketing

Answer: (d) Difficulty: (2) Page 22

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