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Exam 6: Building Customer Relationships

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Question 41

Multiple Choice

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WedSafe is the name of a company that provides wedding insurance.For example,in the event that a wedding is called off,the couple can insure themselves against loss of their nonrefundable deposits.If WedSafe's primary marketing effort is to make engaged couples aware of its services,the company is in which stage of the customer relationship evolution?

A) Acquaintances
B) Leads
C) Strangers
D) Allies
E) Friends

F) B) and D)
G) A) and C)

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Question 42

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Relationship marketing essentially represents a paradigm shift within marketing - away from an acquisitions/transaction focus toward a retention/relationship focus.

A) True
B) False

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Question 43

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Why are Level 4 retention strategies the most difficult to imitate?

WedSafe is the name of one of several companies that provide wedding insurance.For example,in the event that a wedding is called off,the couple can insure themselves against loss of their nonrefundable deposits.If WedSafe's primary marketing effort is satisfying its customers,the company is in which stage of the customer relationship evolution?

Discuss the challenges that companies face when ending customer relationships.

Every month the pest exterminator does a monthly spraying at Jean Poole's house.Every month Jean gripes that she is being ripped off by the exterminating company and that she's going to find a new one.But she never does change service providers due to:

Miller & Sons Funeral Home has handled all of the funeral needs for the Atwater family since 1957.The family believes that Miller & Sons offers them good value for their dollar and the Miller sons and the Atwater boys played on the same high school football team.Miller & Sons Funeral Home is using _____ to implement its customer retention strategy.

According to the text,the relationships between businesses and their customers have the ability to evolve.In the first step of this evolution process,customers are identified as:

List the four stages in the evolution of customer relationships.

Sometimes firms have service encounters that fail because of ___________,who intentionally or unintentionally act in a way that is disruptive,rude,or aggressive.

A primary goal of firms at the friendship stage of the relationship is:

Pandora is an Internet-based music discovery service that helps its customers find and enjoy music that they like.A customer can create up to 100 unique "stations" by identifying favorite songs or artists and then Pandora's expert systems analyzes what they like and provides suggestions based on this analysis.Pandora is using ____________ to develop and maintain customer relationships.

Beyond the specific inherent benefits of receiving service value,customers also benefit in other ways from long-term associations with firms.The three types of relational benefits for customers are:

According to the _______,while advertising,sales and promotions pour profits into your company,there will always be some customer defection,which has the potential to grow larger.

Which of the following is one of the ways an organization benefits from maintaining and developing a loyal customer base?

Step-by-Step day care center offers parents several other services not normally offered by day care centers.A caterer is present every morning when the children are dropped off to take orders for supper.When the parents pick up their children in the evening,their supper is ready for them to take home,too.A hair stylist comes to the center once a week and cuts the hair of any child whose parents request this service.A photographer comes to the center every three months to take updated pictures of children whose parents don't have the time to take their children to the photography studio.In this way,Step-by-Step is using _____ to support its customer retention strategy.

Following the acquaintance relationship in the evolution of customer relationships is the customers as _____ stage.

New Bedford College has a two-year masters degree program designed for special education teachers.Thirty-five students enter the program each fall.The education department requires that the 35 students take the same classes.Classes are made available in sequence.If Beth wanted to take only one special education class to get her a teaching certificate in learning disabilities (LD) ,she would be unable to because she would not be able to participate in any carry-over projects from previous classes (This is a common teaching tool for the New Bedford education department faculty.) .New Bedford College will avoid setting up a relationship with Beth because:

The primary goal of businesses that are in the first stage of their relationship with a customer is to:

Rather than treating all of its customers the same,FedEx categorized its customers internally as "the good,the bad,and the ugly" based on their ___________.