Question 1

Attending a prayer breakfast is most likely an attempt to satisfy which of the following categories of need?

Accepted Answer

A)   Physiological
B)   Psychological
C)   Spiritual
D)   SocialE) B) and C)
F) A) and B)

Question 2

Only three classes of needs-social, psychological, and spiritual-can be connected to behavior through motivations.

Accepted Answer

A) True 
 B)False

Question 3

Match the term with its definition
-The psychological tension or anxiety that occurs when a customer has second thoughts immediately following a purchase

Accepted Answer

A)  80/20 principle
B)  customer database
C)  customer segmentation strategy
D)  evaluative criteria
E)  evoked setF) post-purchase dissonanceG) recency-frequency-monetary analysisH) social classesI) touch pointJ) transactional relationshipK) A) and G)
L) A) and E)

Question 4

Every group to which an individual belongs is a reference group for that consumer.

Accepted Answer

A) True 
 B)False

Question 5

Small businesses must strive to understand post-purchase dissonance among their customers and to manage it effectively.

Accepted Answer

A) True 
 B)False

Question 6

Julie's preference for a certain style of barbecue developed in her state is the result of which of the following sociological influences?

Accepted Answer

A)   Culture
B)   Opinion leaders
C)   Reference groups
D)   Social classE) C) and D)
F) All of the above

Question 7

How can technology improve customer relationships?

Accepted Answer

Analytical technologies-from basic sprea...

Question 8

Which of the following economic benefits are associated with maintaining relationships with current customers?

Accepted Answer

A)   Small increases in customer retention can translate into large increases in profits.
B)   Existing customers spend less money than new customers.
C)   Order processing costs are higher for current customers.
D)   All of these are benefits associated with maintaining customer relationships.E) B) and C)
F) None of the above A

Question 9

Information taken from warranty cards would be stored in which of the following categories of a customer profile?

Accepted Answer

A)   Personal information
B)   Complaints
C)   Lifestyle and psychographic data
D)   Transaction dataE) All of the above
F) C) and D)

Question 10

Match the term with its definition
-A process of identifying customers that fit into smaller, more homogeneous groups

Accepted Answer

A)  80/20 principle
B)  customer database
C)  customer segmentation strategy
D)  evaluative criteria
E)  evoked setF) post-purchase dissonanceG) recency-frequency-monetary analysisH) social classesI) touch pointJ) transactional relationshipK) A) and E)
L) F) and H)

Question 11

Initial CRM support efforts should be made using the website because the web developers have the most customer contact.

Accepted Answer

A) True 
 B)False

Question 12

According to consumer decision-making process, _____ is the final stage through which consumers progress.

Accepted Answer

A)   cognitive dissonance
B)   evaluative categorization
C)   post-purchase evaluation
D)   purchase decisionE) A) and C)
F) A) and B) C

Question 13

Regina is so satisfied with her pharmacist that she refers her friends and colleagues, providing a(n)  _____ benefit of maintaining relationships with current customers.

Accepted Answer

A)   economic
B)   marketing
C)   psychological
D)   socialE) A) and D)
F) All of the above

Question 14

In general, opinion leaders are knowledgeable, visible, and have exposure in the mass media.

Accepted Answer

A) True 
 B)False

Question 15

Match the term with its definition.
-An enduring opinion based on a combination of knowledge, feelings, and behavioral tendencies

Accepted Answer

A)  attitude
B)  culture
C)  customer experience management (CEM) 
D)  customer lifetime value (CLV) 
E)  customer relationship management (CRM) F) motivationsG) needsH) opinion leadersI) perceptionJ) perceptual categorizationK) reference groupsL) B) and F)
M) D) and E)

Question 16

A customer's e-mail address would most likely be stored in which of the following categories of a customer profile?

Accepted Answer

A)   Personal information
B)   Demographics
C)   Lifestyle and psychographic data
D)   Transaction dataE) None of the above
F) A) and B)

Question 17

A marketer must determine which motivations the consumer will perceive as acceptable to satisfy a need in a given situation.

Accepted Answer

A) True 
 B)False

Question 18

Identify and briefly explain the signposts of extraordinary customer service.

Accepted Answer

The following are some of the more commo...

Question 19

An investigation of a culture within a narrow definitional boundary (e.g., by age, geographical location) is called perceptual categorization

Accepted Answer

A) True 
 B)False  False

Question 20

A transactional relationship is an association between a business and a customer that begins or ends with a purchase or a business exchange.

Accepted Answer

A) True 
 B)False

Exam 14: Building Customer Relationships

Attending a prayer breakfast is most likely an attempt to satisfy which of the following categories of need?

Correct AnswerverifiedShow Answer

Only three classes of needs-social, psychological, and spiritual-can be connected to behavior through motivations.

Correct AnswerverifiedShow Answer

Match the term with its definition -The psychological tension or anxiety that occurs when a customer has second thoughts immediately following a purchase

Correct AnswerverifiedShow Answer

Every group to which an individual belongs is a reference group for that consumer.

Correct AnswerverifiedShow Answer

Small businesses must strive to understand post-purchase dissonance among their customers and to manage it effectively.

Correct AnswerverifiedShow Answer

Julie's preference for a certain style of barbecue developed in her state is the result of which of the following sociological influences?

Correct AnswerverifiedShow Answer

How can technology improve customer relationships?

Correct AnswerverifiedAnalytical technologies-from basic sprea...View AnswerShow Answer

Which of the following economic benefits are associated with maintaining relationships with current customers?

Correct AnswerverifiedA

Information taken from warranty cards would be stored in which of the following categories of a customer profile?

Correct AnswerverifiedShow Answer

Match the term with its definition -A process of identifying customers that fit into smaller, more homogeneous groups

Correct AnswerverifiedShow Answer

Initial CRM support efforts should be made using the website because the web developers have the most customer contact.

Correct AnswerverifiedShow Answer

According to consumer decision-making process, _____ is the final stage through which consumers progress.

Correct AnswerverifiedC

Regina is so satisfied with her pharmacist that she refers her friends and colleagues, providing a(n) _____ benefit of maintaining relationships with current customers.

Correct AnswerverifiedShow Answer

In general, opinion leaders are knowledgeable, visible, and have exposure in the mass media.

Correct AnswerverifiedShow Answer

Match the term with its definition. -An enduring opinion based on a combination of knowledge, feelings, and behavioral tendencies

Correct AnswerverifiedShow Answer

A customer's e-mail address would most likely be stored in which of the following categories of a customer profile?

Correct AnswerverifiedShow Answer

A marketer must determine which motivations the consumer will perceive as acceptable to satisfy a need in a given situation.

Correct AnswerverifiedShow Answer

Identify and briefly explain the signposts of extraordinary customer service.

Correct AnswerverifiedThe following are some of the more commo...View AnswerShow Answer

An investigation of a culture within a narrow definitional boundary (e.g., by age, geographical location) is called perceptual categorization

Correct AnswerverifiedFalse

A transactional relationship is an association between a business and a customer that begins or ends with a purchase or a business exchange.

Correct AnswerverifiedShow Answer

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Analytical technologies-from basic sprea...
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A

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C

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The following are some of the more commo...
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False

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