Chapter 14 Part 3
57) Allison is a frontline employee at The Peabody Hotel. When customers are unsatisfied, she is able to handle many of the problems herself, without getting permission from her supervisors. As a result, Allison feels more satisfied with her job because of the freedom she has to problem solve on her own. The Peabody has done a good job of ________ ________. A) Employee empowerment B) Perfect fill-ordering C) Gathering crucial data D) Using social media E) Keeping loyal customers
A) Employee empowerment
48) CRM technologies allow marketers to do all the following except A) adopt a broad approach focusing on the needs of the entire market. B) interact with customers to learn what they need and want. C) track consumer behavior over time. D) capture data allowing the firm to identify potentially profitable customers. E) take the information gathered and tailor goods accordingly.
A) adopt a broad approach focusing on the needs of the entire market.
41) When a business allows employees to make decisions about how service is provided to customers it is practicing A) empowerment. B) quality control. C) relationship management. D) employee equity. E) standardization
A) empowerment.
42) Trisha works in an upscale department store. She has been instructed by the management staff that she can take up to 20 percent off a product if it appears damaged in some way. In addition, Trisha is encouraged to help customers as she sees fit, including giving customers discount coupons on future purchases if they return a product because they weren't satisfied. The management at Trisha's store is practicing A) empowerment. B) standardization. C) relationship management. D) employee equity. E) quality control.
A) empowerment.
50) The first step in the customer relationship management process is to A) identify current customers. B) understand how customers interact. C) store and analyze information. D) utilize analysis to build customer relationships. E) gather specific customer information.
A) identify current customers.
54) If a company's CRM efforts lead to an increase in the number of goods or services purchased by a consumer, then it has been successful in increasing its A) customer equity. B) share of customer. C) product equity. D) customer focus. E) lifetime value.
B) share of customer.
52) Tamika just purchased a membership at local health club. On the way home, she heard a radio commercial for a competing health club and thought it sounded really good. Now Tamika is questioning whether or not she made the right decision. Tamika is experiencing A) consumer apprehension. B) post-purchase stress. C) cognitive dissonance. D) indecisiveness. E) purchase anxiety
C) cognitive dissonance
45) The process by which companies acquire new customers, keep the customers they already have, and grow the business by increasing their share of customers' purchases is referred to as A) lifetime value marketing. B) customer segmentation analysis. C) customer relationship management. D) share of customer. E) relationship marketing.
C) customer relationship management.
49) A company that tracks customers' shopping patterns and then sends them sales offers that complement their previous purchases is engaged in A) share of customer management. B) lifetime value marketing. C) customer relationship management. D) target market segmentation. E) customer segmentation analysis.
C) customer relationship management.
53) The measure of the quantity of purchase dollars each customer spends on the company's products is referred to as share of A) equity. B) product. C) customer. D) wallet. E) market.
C) customer.
55) Scout just began working at Orvis, a family-owned retail and mail-order business specializing in high-end fly fishing, hunting and sporting goods. Her manager has placed Scout in charge of monitoring the trends in repeat buying of current customers. Which method for determining the effectiveness of customer service would be most appropriate? A) Perfect order rate B) Hold time and abandonment rates C) Customer service website experience D) Customer loyalty measurement E) Post-incident surveys
D) Customer loyalty measurement
58) Pepper loves shopping at Amazon because she can easily purchase products within six clicks of starting the purchase process. She finds it convenient and pleasant to deal with Amazon. Which customer service objective is Amazon succeeding in? A) Order B) Consistency C) Reliability D) Ease of doing business E) Timeliness
D) Ease of doing business
46) A company uses a software program to capture and analyze consumer data to create and maintain customer profiles, including buying habits and purchasing patterns. It then uses this information to design individualized fulfillment strategies for its customers. The company is most likely engaged in A) customer segmentation analysis. B) target market segmentation. C) lifetime value marketing. D) customer relationship management. E) share of customer management.
D) customer relationship management.
60) Daniel works at Macy's Department Store. He has been instructed that he is allowed to match a price with a competitor's price if the customer shows them proof of the price online. Macy's management team is participating in A) relationship management. B) employee equity. C) quality control. D) empowerment. E) standardization.
D) empowerment.
59) Jocelyn was out of town for a CrossFit competition. She was alerted via her smartphone that protein was on sale at a local GMC. This is an example of A) retail filtering. B) collaborative filtering. C) geocaching. D) geo-fencing. E) data mining.
D) geo-fencing.
44) Maintaining and enhancing good customer relationships begins with a company culture that A) fosters employee satisfaction. B) eliminates employee empowerment. C) strives to increase brand recognition. D) places customer service as a high priority. E) focuses on being a market share leader
D) places customer service as a high priority.
56) Justin is thinking about starting his own business, which would involve attracting, maintaining, and enhancing customer relationships. If Justin wants a successful business that builds good relationships with customers, what must he do? A) Only talk about how the company creates value for customers B) Outsource marketing to a more competent firm C) Frequently post on social media D) Get as many customers as possible, regardless of their profitability E) Establish customer and deliver customer value
E) Establish customer and deliver customer value
43) The concept of empowerment means A) a company strives to deliver a good or service by the time a customer expects to have it available for sale or consumption. B) a firm is willing to have direct communication with its customer. C) a customer does not have to put forth much effort to have a positive experience with a firm. D) a firm is willing to provide fast service, answer customer inquiries, and resolve problems in a timely manner. E) a company allows its employees to make decisions and take action on their own to help customers.
E) a company allows its employees to make decisions and take action on their own to help customers.
61) The Wolfchase Galleria Mall uses a software that tracks their customers' shopping patterns at different stores within the mall. The mall then uses this software to send coupons to customers for the stores where they frequently shop. This mall is engaging in A) lifetime value marketing. B) share of customer management. C) customer segmentation analysis. D) target market segmentation. E) customer relationship management.
E) customer relationship management.
47) Any point at which a customer and the company come into contact is called a A) value point. B) communication point. C) marketing point. D) sales point. E) touch point.
E) touch point.
51) The last step of the customer relationship management process is to A) store and analyze information. B) understand how customers interact. C) gather specific customer information. D) identify current customers. E) utilize analysis to build customer relationships.
E) utilize analysis to build customer relationships.
