Ben is responsible for managing the customer satisfaction of Hampton Inn motel guests.
Ben is currently analyzing the customer relationship management (CRM) program at
Hampton Inn and is contemplating where he should begin making changes. Which of
the following would be the beginning of a CRM program and the area Ben should
consider first?
a. Communicating with current customers via Facebook b. Offering new types of hotel
rooms for frequent guests c. Expanding the number and locations of Hampton Inns
d. Providing information to customers through the web, Facebook, or in person
e. Increasing the promotion budget with new sweepstakes for frequent customers
Pizza Hut, a popular pizza joint, has outlets in India where joiners make up the majority
of the online population. To match their marketing efforts with the characteristics of the
population, Pizza Hut should:
a. have a contest to gather consumer-generated content.
b. ignore comments from critics.
c. create a Fan Page and invite consumers to post their thoughts.
d. post its own promotional messages on blogs and websites.
e. stick to traditional promotions rather than social networking.
Clive is an engineer involved in the product development of a new plastic laminate that
would be sold to manufacturers of kitchen counter tops. Currently, Clive and his
colleagues are considering the potential for profitability of the new product. They are
likely in the___________-phase of the new-product development process.
a. idea generation
b. market testing
c. business analysis
d. concept testing
e. compatibility research
An open-air shopping center that features upscale specialty, dining, and entertainment
stores, usually owned by national chains, is generally called a(n):
a. regional shopping center.
b. neighborhood shopping center.
c. community shopping center.
d. lifestyle shopping center.
e. outlet shopping center.
Kellogg’s is introducing a new bran waffle for toasters. Television commercials will be
a key element in communicating the benefits associated with this product. Based on this
approach of Kellogg’s, which of the following types of decision making processes will
Kellogg’s most likely expect from its customers?
a. Routinized response behavior
b. Limited decision making behavior
c. Extended decision making
d. Impulse buying
e. Extensive response behavior
Manufacturers’ agents offer products that are both:
a. noncompeting and complementary.
b. competing and specialized.
c. unrelated and noncompeting.
d. complementary and competing.
e. unrelated and competing.
When a product is a conspicuous one, reference-group influence is more likely to affect
the brand decision.
a. True
b. False
If possible, the salesperson should handle objections only when they arise.
a. True
b. False
Buying allowances are effective promotional techniques because they result in profits
for resellers.
a. True
b. False
Which of the following is a stage of the new-product development process where
customers are exposed to a new product idea for the first time?
a. Screening
b. Concept testing
c. Business analysis
d. Product development
e. Test marketing
Distinguish between a recession and a depression.
How can a marketer use product quality as a pricing objective to influence purchasing
decisions?
What is the rationale for having sales force objectives, and how are they developed?
Define decoding in the communication process. What happens when a receiver does not
decode a message as intended by the source?
What are the implications of a downward-sloping demand curve?
Explain how purchase decisions for business products may be influenced by persons in
a buying center.
Differentiate between corporate strategy and marketing strategy.