Question 1

In general, a person can be an opinion leader even if he or she is not

Accepted Answer

A)   knowledgeable.
B)   visible.
C)   exposed to the mass media.
D)   nationally known.E) A) and B)
F) A) and C)

Question 2

Match the term with its definition.
-A group member who plays a key communication role

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) C) and H)
M) E) and G)

Question 3

In some situations, a small business owner will have to influence need recognition; in others, he or she may simply be able to react to needs that consumers have identified on their own.

Accepted Answer

A) True 
 B)False

Question 4

Customer relationship management means different things to different businesses.

Accepted Answer

A) True 
 B)False

Question 5

Bob never purchases bottled water when he is thirsty even if it is available. This behavior indicates that bottled water

Accepted Answer

A)   does not meet Bob's evaluative criteria.
B)   increases Bob's cognitive dissonance.
C)   is not included in Bob's evoked set.
D)   decreases Bob's perceptual categorization.E) A) and B)
F) A) and C)

Question 6

Match the term with its definition
-A principle that maintains that 80 percent of a company's sales will come from 20 percent of its customers

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) H) and I)
L) F) and J)

Question 7

Match the term with its definition
-An analysis that reveals customers most likely to buy from a firm in the future because they have made purchases recently, frequently, and in amounts that exceed some established minimum

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) I) and J)
L) D) and E)

Question 8

When Sarah decided to make an offer on a house, she was in the _____ stage of the consumer decision-making process.

Accepted Answer

A)   information search and evaluation
B)   need recognition
C)   post-purchase evaluation
D)   purchase decisionE) A) and B)
F) A) and C)

Question 9

Educational level is the single most important determinant of social class.

Accepted Answer

A) True 
 B)False

Question 10

A consumer's recognition of a problem can be characterized as routine if the problem evolves over time.

Accepted Answer

A) True 
 B)False

Question 11

Match the term with its definition.
-Small groups that an individual allows to influence his or her behavior

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) A) and E)
M) B) and J)

Question 12

As an owner of a floral design business, Tim's highest priority for the florist's CRM program should be

Accepted Answer

A)   marketing efforts to bring in customers who haven't bought flowers recently.
B)   finding the right computer software for an online floral ordering program.
C)   determining if existing customers are satisfied with past floral arrangements.
D)   identifying how often customers will purchase flowers.E) A) and D)
F) C) and D)

Question 13

Behavioral patterns and values that characterize a group of consumers in a target market are called

Accepted Answer

A)   reference groups.
B)   cultures.
C)   social classes.
D)   perceptual categories.E) C) and D)
F) B) and D)

Question 14

CRM software programs are often implemented into _____ first since this area of a company typically generates the greatest amount of customer contact.

Accepted Answer

A)   data management departments
B)   sales departments
C)   personnel departments
D)   customer service departmentsE) None of the above
F) C) and D)

Exam 14: Building Customer Relationships

As an owner of a floral design business, Tim's highest priority for the florist's CRM program should be

Correct Answer
verified

Behavioral patterns and values that characterize a group of consumers in a target market are called

Correct Answer
verified

Bob never purchases bottled water when he is thirsty even if it is available. This behavior indicates that bottled water

Correct Answer
verified

CRM software programs are often implemented into _____ first since this area of a company typically generates the greatest amount of customer contact.

Correct Answer
verified

In general, a person can be an opinion leader even if he or she is not

Correct Answer
verified

A consumer's recognition of a problem can be characterized as routine if the problem evolves over time.

Correct Answer
verified

When Sarah decided to make an offer on a house, she was in the _____ stage of the consumer decision-making process.

Correct Answer
verified

In some situations, a small business owner will have to influence need recognition; in others, he or she may simply be able to react to needs that consumers have identified on their own.

Correct Answer
verified

Match the term with its definition -A principle that maintains that 80 percent of a company's sales will come from 20 percent of its customers

Correct Answer
verified

Match the term with its definition. -Small groups that an individual allows to influence his or her behavior

Correct Answer
verified

Customer relationship management means different things to different businesses.

Correct Answer
verified

Educational level is the single most important determinant of social class.

Correct Answer
verified

Match the term with its definition. -A group member who plays a key communication role

Correct Answer
verified

Match the term with its definition -An analysis that reveals customers most likely to buy from a firm in the future because they have made purchases recently, frequently, and in amounts that exceed some established minimum

Correct Answer
verified

Exam 14: Building Customer Relationships

As an owner of a floral design business, Tim's highest priority for the florist's CRM program should be

Correct AnswerverifiedShow Answer

Behavioral patterns and values that characterize a group of consumers in a target market are called

Correct AnswerverifiedShow Answer

Bob never purchases bottled water when he is thirsty even if it is available. This behavior indicates that bottled water

Correct AnswerverifiedShow Answer

CRM software programs are often implemented into _____ first since this area of a company typically generates the greatest amount of customer contact.

Correct AnswerverifiedShow Answer

In general, a person can be an opinion leader even if he or she is not

Correct AnswerverifiedShow Answer

A consumer's recognition of a problem can be characterized as routine if the problem evolves over time.

Correct AnswerverifiedShow Answer

When Sarah decided to make an offer on a house, she was in the _____ stage of the consumer decision-making process.

Correct AnswerverifiedShow Answer

In some situations, a small business owner will have to influence need recognition; in others, he or she may simply be able to react to needs that consumers have identified on their own.

Correct AnswerverifiedShow Answer

Match the term with its definition -A principle that maintains that 80 percent of a company's sales will come from 20 percent of its customers

Correct AnswerverifiedShow Answer

Match the term with its definition. -Small groups that an individual allows to influence his or her behavior

Correct AnswerverifiedShow Answer

Customer relationship management means different things to different businesses.

Correct AnswerverifiedShow Answer

Educational level is the single most important determinant of social class.

Correct AnswerverifiedShow Answer

Match the term with its definition. -A group member who plays a key communication role

Correct AnswerverifiedShow Answer

Match the term with its definition -An analysis that reveals customers most likely to buy from a firm in the future because they have made purchases recently, frequently, and in amounts that exceed some established minimum

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified