1.The three types of benefits to organizations of maintaining and developing a loyal customer base are:
A. Economic benefits; customer behavior benefits; human resource management benefits
B. Economic benefits; confidence benefits; social benefits
C. Customer behavior benefits; human resource management benefits; social benefits
D. Special treatment benefits; economic benefits; customer behavior benefits
E. Confidence benefits; social benefits; customer behavior benefits
2.Which of the following is one of the ways an organization benefits from maintaining and developing a loyal customer base?
A. Employee retention
B. Customers' increasing expectations of more personalized service
C. A reactive market-growth strategy
D. The ability to engage in guerilla marketing
E. Competitor entrenchment
3.How would a day care center operator benefit from the implementation of relationship marketing with the parents of three preschool children?
A. The children would benefit from socialization skills
B. The parents wouldn't have to go looking for a new facility to keep their children
C. The parents would ask for a reduced monthly rate
D. The parents would get to socialize with the other parents of children at their center
E. The parents would spread the word about their happiness with the services provided by the day care center
4.The _____ of a customer is a concept that looks at customers from the perspective of their lifetime revenue or profit contributions to a company.
A. Relationship value
B. Attractiveness index
C. Profit performance quotient
D. Calculated risk
E. Loyalty factor
5.According to the text, the relationship value of a customer is not influenced by:
A. The average revenues generated per relevant time period over the lifetime
B. Sales of additional products and services over time
C. Referrals generated by the customer over time
D. The length of the average customer "lifetime"
E. The communication strategy
6.Since service companies have found that customers differ in their relationship value and that it may be neither practical nor profitable to meet or exceed all customers' expectations, they have divided their target markets according to
A. Current and/or future profitability
B. Behavior
C. Usage
D. Volume
E. User characteristics
7.Salespeople for college texts call on college instructors to sell them on using a particular text for their classes. Improvements in efficiency have led some publishers to stop making sales calls altogether on smaller colleges. It is a much better use of the sales force's time to call on schools with large classes and big adoption rates. From the customer's point of view, this application of the profitability tier:
A. Could cause resentment
B. Will not cause any problems
C. Simply increases the importance of word-of-mouth communication
D. Is not profitable
E. Creates across-the-board customer enhancement