Marketing Management - Iacobucci - Ch 14

In terms of customer dissatisfaction, when things go wrong, research suggests that the primary means to regaining the customer is through an empowered frontline employee. a. True b. False

A

In the context of the 5Cs, the "moment of truth": a. is the point of interaction between a firm and its customers. b. differentiates a firm's supply chain management from its channel members. c. is the combination of a firm's suppliers and distributors. d. differentiates the primary supplier of a firm from its secondary suppliers.

A

________ factors are the "must have" features of a product. a. Credence b. Hygiene c. Experiential d. Motivational

B

________ is defined as the tradeoff of the quality of the purchase received, compared to the price paid and other costs incurred. a. Attitude b. Knowledge c. Lifestyles d. Value

D

In experiential purchases, evaluation cannot be completed until there is some trial or consumption. a. True b. False

A

In the context of the 5Cs, the zone of tolerance: a. is the difference between a customer's low, ideal, and adequate level of expectations. b. explains the difference between a firm's supply chain management and channel members. c. is the difference between a product's search, experience, and credence qualities. d. explains the difference between a product's motivational and enhancing factors.

A

CRM is defined as a: a. tool in the company that tracks spending, regardless of whether customers are segmented into loyals or disloyals, and rewarded or not. b. tool used to promote or encourage specific actions or behavior by a specific group of suppliers during a defined period of time. c. pricing tool that distinguishes a firm's stock product from its complements and substitutes. d. tool that distinguishes a firm's intangible products, tangible services, perishable products, and imperishable services

A

With respect to the LTCV, a decent guesstimate at the likely retention rate from year to year is a time input. a. True b. False

A

With respect to the comparison of a purchase to expectations, which of the following is an example of a search product? a. A doctor's visit b. A handbag c. A travel package d. A legal appointment

B

Customization is an example of qualities in a core purchase. a. True b. False

B

Quality and satisfaction are the same thing. a. True b. False

B

The best CRM programs end with the data from RFM behaviors. a. True b. False

B

Which of the following is a core feature of purchases evaluated by customers? a. A shopkeeper's courteous behavior b. A product's tangibility c. A salesperson's empathy d. Appearances of the facilities

B

With respect to customer relationship management, what does RFM of a purchase signify? a. Relationship, finance, and management b. Reliability, features, and mobility c. Recency, frequency, and monetary value d. Robustness, finance, and marketing fit

C

Which of the following is a cue to the quality of purchases evaluated by customers? a. Personalized attention b. A product's size and appearance c. Appearance of the facilities d. A product complement

D