110) Digital technology allows companies to reach out to customers in numerous ways. Which
of the following is NOT the purpose of a company reaching out using digital and social media?
A) solving consumer problems
B) building customer relationships
C) helping customers shop
D) providing product information
E) working with suppliers
111) A seller pursues a basic relationship with what kind of customers?
A) many customers regardless of profitability
B) many high-margin customers
C) many low-margin customers
D) a few high-margin customers
E) a few low-margin customers
112) A seller pursues a full partnership with what kind of customers?
A) many customers regardless of profitability
B) many high-margin customers
C) many low-margin customers
D) a few high-margin customers
E) a few low-margin customers
113) A marketer wants to increase its “share of customer.” It can do this by offering a greater
variety to customers, or by ________.
A) decreasing prices
B) increasing discounts and coupons
C) sending samples directly to customers
D) introducing customers to “brand evangelists”
E) creating programs to cross-sell and up-sell to market more products and service to existing
customers
Refer to the scenario below to answer the following question(s).
Carol Veldt, owner of Seagull Terrace, watched her investment grow from a small, seaside
motel to a thriving year-round resort in just a few years. Atop a cliff overlooking the Maine
coast, Seagull Terrace had attracted thousands of visitors during summer, but then faced a
tremendous downturn in business during winter. “But, given the established industries in the
nearby towns, very little year-round competition, and our close proximity to Portland,” Carol
added, “I couldn’t understand why seasonality had to hit Seagull Terrace so hard!”
So Carol spent her first winter devising a new marketing plan. She put together a promotional
package designed to attract business travelers year-round. Carol’s plan also involved a seasonal
promotional gimmick—to be implemented from early winter to late spring—that would attract
the same numbers as the large summer crowd. Her idea worked! During her second winter,
Carol greeted numerous business travelers—both satisfied repeat guests as well as new guests
who had been snagged by her promotional appeals.
“We still have a long way to go,” Carol admitted. “Our delicatessen offers entrees that are a part
of the local cuisine, but we’d like to expand that. We provide health club privileges off-site, but
we’d like to eventually provide our own. These are goals I hope to achieve in a few years. Our
first project, however, included a renovation of our guest rooms and I’m quite proud of the
results.” Carol then added, “Actually there are so many possibilities. With an indoor pool area, I
will eventually offer weekend getaways throughout winter.”
114) Carol Veldt’s plan also involves a seasonal promotional gimmick that she wants to
promote aggressively. This is an example of the ________ concept.
A) selling
B) marketing
C) product
D) production
E) societal marketing
115) Renovations of the guest rooms at the Seagull Terrace and plans to add an indoor pool
area are examples of the ________ concept.
A) selling
B) marketing
C) product
D) production
E) societal marketing
116) Carol Veldt has decided to ask selected guests to participate in an extensive survey about
their experience at Seagull Terrace and about their requirements in terms of amenities and
cuisines. By implementing the suggestions she receives from guests, Carol would be following
the ________ concept.
A) production
B) product
C) selling
D) marketing
E) societal marketing
117) For most marketers, customer relationship management is exclusively a matter of
customer data management.
118) Customer-perceived value is defined as the customer’s evaluation of the difference
between all the benefits and all the costs of a market offering relative to those of competing
offers.
119) The meaning of value is perceived identically by all consumers.
120) Customer-managed relationships are marketing relationships that are controlled by
customers; therefore, they are of no significance to marketers.
121) Large-scale marketing approaches that foster two-way customer relationships are made
possible by new communication technologies.
122) In consumer-generated marketing, marketers play a bigger role in shaping consumers’
brand experiences and those of others.
123) To increase its “share of customer,” a firm concentrates on retaining as many customers as
possible over its lifetime.
124) A company can create customer delight by meeting customer expectations through
offering good products that do what is promised.
125) Many companies now use customer profitability analysis to identify and weed out
unprofitable customers.
126) Explain what marketers can expect from individuals in the customer relationship group
classified as “butterflies.”
127) Describe and compare the four types of customers classified by their potential profitability
to an organization. Explain how an organization should manage each type of customer.
128) Explain how storing customer information in a database might better prepare carmaker
Kia in customer relationship management.
129) Alex works in the marketing department of an international company. How can Alex use
modern technologies to conduct market research and better serve his company’s customers?
130) How can a marketer increase its “share of customer”?
131) Define customer relationship management and explain its associated tools and levels of
relationships.
132) Explain why the aim of customer relationship management is to create not just customer
satisfaction, but also customer delight.
133) Define customer equity and explain how a company can increase it.
134) Marketers use mobile channels for several purposes. Which of the following is LEAST
likely to be one of those purposes?
A) Enrich the brand experience.
B) Send billing statement.
C) Stimulate immediate buying.
D) Make shopping easier.
E) Boost sampling.
135) Marketers set up company and brand Web sites that provide information and promote the
company’s products. Social media is a significant part of today’s marketing strategy. Which of
these tools is NOT part of the growth in digital technology?
A) blogs
B) e-mail
C) telemarketing calls
D) mobile apps
E) videos
136) Following the change in consumer values and consumption patterns after the Great
Recession, marketers have changed their marketing strategies to emphasize the ________ of
their products.
A) image
B) value
C) durability
D) safety
E) uniqueness
137) Which of the following actions should a marketer take in response to the new economy?
A) Offer selected discounts.
B) Cut marketing budgets.
C) Hold the line on prices.
D) Cut costs.
E) Discontinue products.
138) Government agencies design ________ to encourage energy conservation and discourage
smoking, excessive drinking, and drug use.
A) club marketing programs
B) social marketing campaigns
C) consumer-generated marketing campaigns
D) ambush marketing campaigns
E) frequency marketing programs
139) As part of the rapid globalization of today’s economy, companies are selling more
domestically produced goods in international markets and ________.
A) taking a local view of their industry
B) purchasing more supplies abroad
C) reducing competition within their industry
D) downplaying concerns for social responsibility
E) competing solely in traditional marketplaces
140) Iceco Inc., an ice cream manufacturing company, encourages all stakeholders, including
the top management and all employees, to consider individual and community welfare in their
day-to-day decisions. This action undertaken by Iceco reflects ________.
A) environmentalism
B) social responsibility
C) the selling concept
D) partner relationship management
E) marketing myopia
141) Marketing in the non-profit sector is applied in all but which of these ways?
A) to enhance their images
B) to attract memberships
C) to publicize the organization’s supporters
D) to design social marketing campaigns for specific causes
E) to encourage donor support
142) A church targeting different demographic groups to increase attendance is an example of
________.
A) affinity marketing
B) not-for-profit marketing
C) societal marketing
D) evangelism marketing
E) affiliate marketing
143) Your state’s department of education has budgeted a significant amount of money for a
radio, print, television, and online advertising campaign emphasizing the long-term benefits,
both educationally and professionally, of reading every day. This is an example of a(n)
________ campaign.
A) ambush marketing
B) social marketing
C) inbound marketing
D) consumer-generated marketing
E) affiliate marketing
144) Many organizations use multiple social media, such as Facebook, Twitter, Instagram, and
YouTube. What is the primary reason a company would use multiple social media?
A) entice customers to one of the social media sites
B) present a carefully integrated message to fans and customers
C) improve its “hit” count
D) appeal to new customers
E) increase its prices because it is more well-known
145) Many company and brand Web sites also serve as online brand communities, where
customers can congregate and exchange brand-related interests and information.
146) The Internet of Things is a new product created by multiple companies working together.
147) Organizations choose to use only a few of the available online and social media. Using
multiple social media results in confused fans.
148) Social media sites with small audiences, such as Birdpost.com, can be as effective in
creating customer engagement as sites with large audiences, such as Pinterest.
149) Companies that do not target individual consumers do not benefit from using social media
tools to appeal to their business customers.
150) Explain how the growth of digital technology has transformed the way in which companies
conduct business today.
151) How are local retailers affected by global competition?
152) Discuss the challenges and advantages of new communication technologies for marketers
as they work to build relationships with their customers.