Question 1

Kellogg's gives consumers the chance to receive a free DVD.Consumers who buy five boxes of specially marked cereal can cut out the coupons and mail in their completed official form to get a free DVD.Kellogg's is engaging in:
A) transactional marketing
B) sports distribution
C) relationship marketing
D) one-to-one marketing
E) customer transformation

Accepted Answer

Relationship marketing is a strategy that entails forging long-term partnerships with customers.

Question 2

_____ is the collaborative efforts of people to achieve common objectives.
A) Effort training
B) Teamwork
C) Empowerment
D) OJT training
E) Mediation

Accepted Answer

This is the definition of teamwork.

Question 3

When customer expectations regarding product quality,service quality,and value-based price are met or exceeded,_____ is created.
A) a value line
B) a quality rift
C) planning excellence
D) customer satisfaction
E) expectation satisfaction

Accepted Answer

Customer satisfaction is the customer's evaluation of a good or service in terms of whether that good or service has met the customer's needs and expectations.

Question 4

The Ritz Carlton has Service Values which guide employees in providing its Gold Standard service.One of the service values states "I own and immediately resolve guest problems." The Ritz Carlton management uses _____ to provide customer service.
A) training
B) deregulation
C) empowerment
D) commissioning
E) mediating

Accepted Answer

Empowerment is the delegation of authority to solve customers' problems quickly.

Question 5

The Geek Squad is a tech support station located inside every Best Buy electronics retail store.Best Buy gives intensive training to the Geeks.The purpose of this training is to:
A) improve customer service
B) give higher education benefits to employees
C) promote the company image by increasing public awareness
D) reduce the need of empowerment
E) increase employment levels

Accepted Answer

Leading marketers recognize the role of employee training in customer service.

Question 6

_____ gives customers the feeling their concerns are being addressed and at the same time gives employees the feeling their expertise matters to management.
A) Management-employee synergy
B) Organizational entropy
C) Managerial reciprocity
D) Empowerment
E) Delegation

Accepted Answer

Empowerment is the delegation of authority to solve customers' problems quickly,usually by the first person that the customer notifies regarding a problem.

Question 7

Marketers interested in offering customer value can:
A) offer products that perform
B) give the consumer facts
C) offer organization-wide commitment to service and after-the-sale support
D) avoid unrealistic pricing
E) do all of these

Accepted Answer

In order to offer customer value, marketers should offer products that perform well, give consumers accurate information, commit to providing service and support after a sale, and avoid unrealistic pricing. Only by doing all of these things can marketers truly provide value to their customers.

Question 8

_____ is a strategy that focuses on keeping and improving relationships with current customers.
A) Commitment selling
B) Relationship marketing
C) Transactional marketing
D) Market engineering
E) Organization-customer synergy

Accepted Answer

Relationship marketing is a strategy that focuses on building and improving relationships with current customers. It involves building strong connections with customers through personalized communication and providing exceptional service to retain their loyalty.

Question 9

A market-oriented firm defines its business in terms of:
A) goods and services
B) the benefits its customers seek
C) employee empowerment
D) competitive position
E) customer satisfaction

Accepted Answer

A market-oriented firm is defined in terms of the benefits its customers seek.

Question 10

As part of instituting an empowerment program,a marketing director should:
A) hire college graduates who have the latest training in marketing management techniques
B) create a customer-service department and place a key staff person in charge of the department
C) train the company's staff to judge the quality of the products the firm produces
D) allow non-management employees to resolve problems on their own without prior approval from their immediate supervisors
E) conduct a survey of the company's marketing staff to learn about employee morale

Accepted Answer

Empowerment refers to firms that give employees expanded authority to solve customer problems on the spot without having to get management's permission first.

Question 11

Ninety-six percent of USAA home insurance policy holders report that USAA representatives meets their commitment in calling back customers quickly about claims.The most likely result of USAA's efforts is:
A) management empowerment
B) retailer-customer synergy
C) customer satisfaction
D) transactional marketing
E) disintermediation

Accepted Answer

When customer expectations regarding product quality,service quality,and value-based price are met or exceeded,customer satisfaction is created.

Question 12

Frequent-flyer programs are an example of financial incentives to customers in exchange for their continuing patronage.After flying a certain number of miles or flying a specified number of times,the frequent-flyer program participant earns a free flight or some other award such as free lodging.Airlines that use frequent-flyer programs are practicing:
A) commitment selling
B) transaction marketing
C) transformational marketing
D) marketing engineering
E) relationship marketing

Accepted Answer

The strategy that entails forging long-term partnerships with customers is called relationship marketing.

Question 13

Greenberg Smoked Turkey,Inc.,is a nationwide mail-order business that operates without any advertising.It does not accept credit cards,has no toll-free number for customers to call,and does not have a Web site.This hopelessly old-fashioned company is also very profitable with thousands of devoutly loyal customers--some of whom have ordered Greenberg smoked turkeys every year for the last fifty years.Greenberg more than likely uses _____ to maintain these long-term ties to its customers.
A) reactive marketing
B) synergistic management
C) relationship marketing
D) a sales orientation
E) management empowerment

Accepted Answer

Relationship management is a strategy that entails forging long-term partnerships with customers.

Question 14

Networkcar.com sells a plug-in device that connects to computer diagnostic ports that are standard on cars.The device beams signals to dealers who can remotely diagnose or spot trouble.The device allows car dealerships to maintain a closer bond with their customers by offering maintenance before a problem leaves customers with an inoperable or possibly dangerous car.With the device,dealers can better engage in:
A) management empowerment
B) management-customer synergy
C) relationship marketing
D) transactional marketing
E) direct selling

Accepted Answer

Relationship marketing is a strategy that entails forging long-term partnerships with customers.

Question 15

Chaz loves to play a Disney online pirate game in which he gets to create a pirate by choosing hair-color,skin-color,clothing,and physical features.Then he gets to choose from a variety of quests and can sail a ship,dig for treasure,fight skeleton pirates,or fight the British Navy.This game provides what element of value?
A) offering products that perform
B) earning his trust
C) avoiding unrealistic pricing
D) giving him facts
E) co-creation

Accepted Answer

Co-creation allows customers to help create their own experience.

Question 16

Xerox emphasizes _____ by replacing at its own expense any dissatisfied customer's equipment within a period of three years after purchase.
A) management empowerment
B) management-customer synergy
C) customer satisfaction
D) transactional marketing
E) direct selling

Accepted Answer

When customer expectations regarding product quality,service quality,and value-based price are met or exceeded,customer satisfaction is created.

Question 17

Which of the following is the customer's evaluation of a good or service in terms of whether that good or service has met his or her needs and expectations?
A) value
B) perception
C) attitude
D) dissonance
E) satisfaction

Accepted Answer

Failure to meet needs and expectations results and dissatisfaction with the good or service.

Question 18

TUFF SHED,Inc.is one of the leading suppliers of installed storage buildings and garages in the United States.TUFF SHED mandates that sales,management and construction teams work together to anticipate and eliminate potential problems.They make sure customers get the right buildings for their needs,and they all are built well and in a timely manner.
By using teamwork TUFF SHED:
A) operates successfully using a production orientation
B) provides its customer with a high level of satisfaction
C) has a high employee turnover rate
D) does not deliver superior customer service
E) has a sales orientation

Accepted Answer

Teamwork is one way a company with a market orientation creates customer satisfaction.

Question 19

Some market-oriented firms give employees expanded authority to solve customer problems on the spot.This is known as:
A) training
B) deregulation
C) empowerment
D) commissioning
E) mediating

Accepted Answer

Empowerment is the delegation of authority to solve customer problems quickly,usually by the first person that the customer notifies regarding a problem.

Question 20

A sales-oriented firm defines its business (or mission)in terms of:
A) employees
B) goods and services
C) customers
D) competitors
E) benefits

Accepted Answer

A sales-oriented firm focuses inward on its products and services.

Quiz 1: An Overview of Marketing

Kellogg's gives consumers the chance to receive a free DVD.Consumers who buy five boxes of specially marked cereal can cut out the coupons and mail in their completed official form to get a free DVD.Kellogg's is engaging in:

_____ is the collaborative efforts of people to achieve common objectives.

When customer expectations regarding product quality,service quality,and value-based price are met or exceeded,_____ is created.

The Ritz Carlton has Service Values which guide employees in providing its Gold Standard service.One of the service values states "I own and immediately resolve guest problems." The Ritz Carlton management uses _____ to provide customer service.

The Geek Squad is a tech support station located inside every Best Buy electronics retail store.Best Buy gives intensive training to the Geeks.The purpose of this training is to:

_____ gives customers the feeling their concerns are being addressed and at the same time gives employees the feeling their expertise matters to management.

Marketers interested in offering customer value can:

_____ is a strategy that focuses on keeping and improving relationships with current customers.

A market-oriented firm defines its business in terms of:

As part of instituting an empowerment program,a marketing director should:

Ninety-six percent of USAA home insurance policy holders report that USAA representatives meets their commitment in calling back customers quickly about claims.The most likely result of USAA's efforts is:

Xerox emphasizes _____ by replacing at its own expense any dissatisfied customer's equipment within a period of three years after purchase.

Which of the following is the customer's evaluation of a good or service in terms of whether that good or service has met his or her needs and expectations?

Some market-oriented firms give employees expanded authority to solve customer problems on the spot.This is known as:

A sales-oriented firm defines its business (or mission) in terms of: