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Exam 11: Relationship Marketing and Customer Relationship Management Crm

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Question 81

Multiple Choice

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The Nielsen Co.carefully tracks Super Bowl viewership each year to help the network that airs the game and other football broadcasters determine ad rates for the following year.This is an example of:

A) frequency marketing.
B) buzz marketing.
C) database marketing.
D) internal marketing.

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Question 82

Multiple Choice

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Each month Costco,a warehouse membership club with locations across the United States sends a magazine/catalog with articles about its members as well as featured products.Costco utilizes ________ marketing to create a meaningful dialog which builds relationships and encourages brand loyalty.​

A) ​database
B) ​reciprocal
C) ​affinity
D) ​frequency

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Question 83

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A strategic alliance can be formed only between those firms that serve the same industry.

_____ is a promotional effort that involves assigning a dedicated sales teams to a firm's major customers to provide sales and service.

​Your marketing assistant has developed recommendations for increasing customer loyalty to your wine bar.You note that most are based on frequency marketing.Choose the recommendation(s) based on affinity marketing.

Proactive methods a firm might use to assess customer satisfaction would include:

An Internet service provider (ISP) loses approximately 12 percent of its existing customers every year.According to this information,the ISP is experiencing:

Which of the following represents a problem associated with the use of customer relationship management (CRM) programs?​

The term "lifetime value of a customer" refers to revenues and intangible benefits such as referrals and customer feedback a customer brings to the seller over an average lifetime of their relationship,less the amount the company must spend to acquire,market to,and service the customer.

In a buyer partnership,the supplier must meet the unique needs of the purchaser in order to make the relationship successful.

A vendor-managed inventory is an inventory management system in which the seller-in an existing agreement with a buyer-determines how much of a product is needed.

Assume that Ford has established a strategic alliance with Michelin to design an exclusive line of tires for Ford automobiles.The Ford-Michelin strategic alliance would be a horizontal alliance.

A electronics company has hired some product experts who have sufficient following on social media sites to spread a word about their products.The company provides the products to these individuals and requests them to post their opinion which helps in promoting the products.This is an example of:

Which of the following is a just-in-time strategy that helps in reducing the time a retailer must hold products in the inventory?

Database marketing is not effective in identifying potential customers as it increases the marketing and promotion costs.

_____ is the process of rejuvenating lost relationships with customers.

Match each item with the correct statement below. -_____ is a sales forecasting method that gathers and redistributes several rounds of anonymous forecasts until participants reach a consensus.

Match each item with the correct statement below. -_____ involves buyer seller exchanges characterized by limited communications and little or no ongoing relationship between the parties.

Electronic data interchange (EDI)involves computer-to-computer exchanges of invoices,orders,and other business documents.

G.J Inc.,an electronic component manufacturer and supplier,has an inventory management system that stores purchase patterns and requirements of its customers.Through this system the firm decides on the amount of the product required by the buyers and automatically ships the supplies to the buyer based on a preexisting agreement.This type of inventory management system is called _____.