Question 1

Give an example of how a hotel can generate customer loyalty at a "customer touch point".

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Question 2

Give an example of two products that have different performance quality but are of equal conformance quality.

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Question 3

Uncle Jim's is a brand of ready-to-eat snacks that is widely distributed in supermarkets and stores across the country. Should Uncle Jim's opt for one-to-one marketing? Give reasons for your answer.

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Question 4

Using an example, contrast behavioral loyalty and attitudinal loyalty to a product.

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Question 5

Sara is the marketing manager of a small HR consultancy firm. She is in the process of implementing the use of a database to assist her company in its marketing efforts. List five ways in which she might be able to use the database for marketing efforts.

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Question 6

Create a value proposition for cell phone manufacturer LZT.

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Question 7

LZT is a cell phone manufacturer that designs its phones based on customer input. Once a new model is launched, the company monitors customer feedback and uses negative reviews to improve the next model. LZT also handles customer queries at length, and customer service is considered to be the most important function in the company. Is LZT more likely to use a traditional or modern company organization?

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Question 8

Sara is the marketing manager of a small HR consultancy firm. She is in the process of building a database to assist her company in its marketing efforts. Give five problems that can make the database less effective.

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Question 9

Cell phone manufacturer LZT has to choose between two options for sourcing parts: Japan-based Keiko Inc. and U.S.-based Global Tech. How can Keiko reduce the total customer cost for LZT?

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Question 10

Shoe retail chain Berry's has noticed an increase in complaints about customer service at its stores and is beginning to lose customers to competitors. The company needs to identify the problems and rectify them. Give two methods Berry's can use to discover the problem.

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Question 11

Uncle Jim's is a brand of ready-to-eat snacks that is widely distributed in supermarkets and stores across the country. The marketing team has recently suggested that the company adopt database marketing so that it can better target its customers. Should Uncle Jim's create a database? Give reasons for your answer.

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Question 12

Berry's is a chain of shoe stores. The marketing team suggested that the company use permission marketing instead of interruption marketing. How can this benefit the company?

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Question 13

CJ's is a clothes retailer that grew from a single store into a chain over a few years. The key service characteristic during CJ's early years was a personalized customer relationship, and the company continues to collect information about its customers and maintain a database. Recently, however, CJ's has been losing customers to competitors as the expansion has made it difficult to personalize services. How can CJ's use its customer database to reactivate customer purchases?

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Question 14

Bicycle store 2Wheels notices that it has a high proportion of low-profit customers, but doesn't want to terminate the customer relationship. What can 2Wheels do to make these customers more profitable?

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Question 15

To increase customer loyalty, 2Wheels wants to start a club for its dedicated customers, but wants to make sure that only members who are ready to participate in activities join the club. What can it do to ensure this?

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Question 16

Berry's is a chain of shoe stores. The company recently reviewed its customer relations strategy and suggested that the brand communication be consistent across all customer touch points. What are the various touchpoints for Berry's?

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Question 17

The management of Keiko has learned that the company risks losing a long-time customer, LZT, to a competitor. How can Keiko make it more difficult for LZT to switch to another customer?

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Question 18

Bicycle store 2Wheels wants to maximize sales from each customer. The marketing team suggests that 2Wheels uses cross-selling techniques. How can the company implement this technique?

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Question 19

What are the five problems that can prevent a company from using CRM effectively?

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Question 20

Cell phone manufacturer LZT has to choose between two options for sourcing parts: Japan-based Keiko Inc. and U.S.-based Global Tech. Though Keiko's products are priced lower than Global's, the non-monetary costs of doing business with Keiko may lead LZT to choose Global Tech. What can Keiko do to obtain LZT's order?

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