Question 1

McDonald's is so focused on the customer that,at its Hamburger University outside Chicago,managers and franchisees are taught minute details such as the correct arm motion to use when salting fries.

Accepted Answer

A) True 
 B)False

Question 2

Building a customer-focused business takes senior management commitment.

Accepted Answer

A) True 
 B)False

Question 3

The first step Arbol Industries took in building a truly customer-focused business was to form a committee comprising the heads of all functions,called the Operating Committee.Which of the four key building blocks does this action illustrate?

Accepted Answer

A)  senior management commitment
B)  organizational realignment
C)  support systems
D)  support processes
E)  revised financial metricsF) A) and D)
G) C) and D)

Question 4

Rewarding the operational team for keeping costs low and rewarding the finance team for lowering accounts receivable cycles are examples of Greystone Property Management's

Accepted Answer

A)  profit-driven orientation.
B)  internal focus.
C)  product positioning.
D)  revised financial metrics.
E)  management criteria.F) A) and B)
G) C) and D)

Question 5

The CEO of "Brand X," which manufactures a new high-performance long-distance running shoe,instructs the marketing and sales departments to sell its product to as many customers as possible.This company is

Accepted Answer

A)  focused on the customer.
B)  focused on the product.
C)  focused on technology.
D)  focused on marketing communications.
E)  focused on its portfolio of customers.F) C) and D)
G) A) and B)

Question 6

One reason that many companies are not customer focused is that the concept of customer focus is hard to understand.

Accepted Answer

A) True 
 B)False

Question 7

By building a customer-focused business,Arbol Industries saw a steep increase in customer satisfaction,which had a positive impact on its financial position.

Accepted Answer

A) True 
 B)False

Question 8

In a product-centric approach,the positioning strategy highlights product features and benefits.

Accepted Answer

A) True 
 B)False  True

Question 9

With a product-centric approach,

Accepted Answer

A)  all decisions start with the customer.
B)  building long-lasting customer relationships is key.
C)  the organization focuses on new account development and market share growth.
D)  the organization is externally focused.
E)  product positioning highlights what the product can do to meet customer needs.F) C) and D)
G) A) and B)

Question 10

One of the key building blocks in building a customer-focused business is the use of revised financial metrics.

Accepted Answer

A) True 
 B)False

Question 11

Customer focus is diametrically opposite to

Accepted Answer

A)  service focus.
B)  research focus.
C)  product focus.
D)  CRM focus.
E)  technology focus.F) None of the above
G) C) and D) C

Question 12

The fact that the customer gets the same fast,friendly,clean,and accurate service at any McDonald's,regardless of location,demonstrates that everyone within the organization is focused on the customer.

Accepted Answer

A) True 
 B)False

Question 13

Organizations using a customer-centric approach focus on new account development and market share growth.

Accepted Answer

A) True 
 B)False

Question 14

Marketers that devote at least 50% of their time to advanced,customer-centric marketing processes and capabilities will achieve marketing return on investment (ROI) that is at least ____ greater than that of their peers,who lack such emphasis.

Accepted Answer

A)  10%
B)  20%
C)  30%
D)  40%
E)  50%F) B) and E)
G) All of the above

Question 15

Customer-oriented values and beliefs are uniquely the responsibility of

Accepted Answer

A)  senior management.
B)  marketing.
C)  product sales teams.
D)  product managers.
E)  product profit centres.F) A) and B)
G) A) and C)

Question 16

The Healthy Tasty Company lost a customer for life because the marketing function failed to

Accepted Answer

A)  test its new soup with focus groups.
B)  anticipate its competitor's introduction of a me-too product.
C)  train all company employees to focus on the customer.
D)  allocate sufficient funds for advertising.
E)  include media other than magazines in its product launch.F) B) and E)
G) A) and D)

Question 17

A customer-centric approach

Accepted Answer

A)  emphasizes selling products to whoever will buy.
B)  is transaction oriented.
C)  is internally focused.
D)  is relationship oriented.
E)  highlights product features and benefits in its positioning.F) B) and D)
G) D) and E) D

Question 18

When different parts of the company do not focus on the customer,they do not have the same goals.

Accepted Answer

A) True 
 B)False

Question 19

Compare and contrast the philosophy,organizational structure,and focus of a product-centric business with a customer-centric business.

Accepted Answer

Product-centric businesses sell products...

Question 20

At Arbol Industries organizational,not functional,objectives became the glue that bound all of the company's functions together.

Accepted Answer

A) True 
 B)False

Exam 10: Building a Customer-Focused Business

McDonald's is so focused on the customer that,at its Hamburger University outside Chicago,managers and franchisees are taught minute details such as the correct arm motion to use when salting fries.

Correct AnswerverifiedShow Answer

Building a customer-focused business takes senior management commitment.

Correct AnswerverifiedShow Answer

The first step Arbol Industries took in building a truly customer-focused business was to form a committee comprising the heads of all functions,called the Operating Committee.Which of the four key building blocks does this action illustrate?

Correct AnswerverifiedShow Answer

Rewarding the operational team for keeping costs low and rewarding the finance team for lowering accounts receivable cycles are examples of Greystone Property Management's

Correct AnswerverifiedShow Answer

The CEO of "Brand X," which manufactures a new high-performance long-distance running shoe,instructs the marketing and sales departments to sell its product to as many customers as possible.This company is

Correct AnswerverifiedShow Answer

One reason that many companies are not customer focused is that the concept of customer focus is hard to understand.

Correct AnswerverifiedShow Answer

By building a customer-focused business,Arbol Industries saw a steep increase in customer satisfaction,which had a positive impact on its financial position.

Correct AnswerverifiedShow Answer

In a product-centric approach,the positioning strategy highlights product features and benefits.

Correct AnswerverifiedTrue

With a product-centric approach,

Correct AnswerverifiedShow Answer

One of the key building blocks in building a customer-focused business is the use of revised financial metrics.

Correct AnswerverifiedShow Answer

Customer focus is diametrically opposite to

Correct AnswerverifiedC

The fact that the customer gets the same fast,friendly,clean,and accurate service at any McDonald's,regardless of location,demonstrates that everyone within the organization is focused on the customer.

Correct AnswerverifiedShow Answer

Organizations using a customer-centric approach focus on new account development and market share growth.

Correct AnswerverifiedShow Answer

Marketers that devote at least 50% of their time to advanced,customer-centric marketing processes and capabilities will achieve marketing return on investment (ROI) that is at least ____ greater than that of their peers,who lack such emphasis.

Correct AnswerverifiedShow Answer

Customer-oriented values and beliefs are uniquely the responsibility of

Correct AnswerverifiedShow Answer

The Healthy Tasty Company lost a customer for life because the marketing function failed to

Correct AnswerverifiedShow Answer

A customer-centric approach

Correct AnswerverifiedD

When different parts of the company do not focus on the customer,they do not have the same goals.

Correct AnswerverifiedShow Answer

Compare and contrast the philosophy,organizational structure,and focus of a product-centric business with a customer-centric business.

Correct AnswerverifiedProduct-centric businesses sell products...View AnswerShow Answer

At Arbol Industries organizational,not functional,objectives became the glue that bound all of the company's functions together.

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
True

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
C

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
D

Correct Answer
verified

Correct Answer
verified
Product-centric businesses sell products...
View Answer

Correct Answer
verified