general business data bank

Question # 00003440 Posted By: spqr Updated on: 11/12/2013 01:18 AM Due on: 11/30/2013
Subject Marketing Topic Marketing Tutorials:
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1. Through ________, marketing statisticians can extract useful information about individuals, trends, and segments from the mass of data.

a. data accumulation

b. target market information supplied by the government

c. datamining

d. data management

e. data marketing

2. ________ involves the use of sophisticated statistical and mathematical techniques such as cluster analysis, automatic interaction detection, predictive modeling, and neural networking.

a. Data management

b. Data marketing

c. Target market analysis

d. Data accumulation

e. Datamining

3. In general, companies can use their databases in all of the following ways EXCEPT ________.

a. to predict competitive strategies and plans

b. to identify prospects

c. to decide which customers should receive a particular offer

d. to deepen customer loyalty

e. to avoid serious customer mistakes

4. Susan Lefferts’ company advertises widely. In each magazine ad, a business reply card is attached. Ms. Lefferts uses these cards to build her company’s database. In which of the following ways would Ms. Lefferts most likely be using the newly constructed database?

a. To deepen customer loyalty.

b. To reactivate customer purchases.

c. To avoid serious customer mistakes.

d. To determine if up-selling is appropriate.

e. To identify prospects.

5. Phil Langston has just ordered a number of expensive executive gifts that he will be sending as an appreciation token to a select few customers from his client database. In which of the following ways is Mr. Langston most likely using his database?

a. To identify prospects.

b. To decide which customers should receive a new sales offer.

c. To deepen customer loyalty.

d. To avoid serious customer mistakes.

e. To beat the competition to a sale.

6. Royal Caribbean uses its ________ to offer spur-of-the-moment cruise packages to fill all the berths on its ships. It focuses on retired people and single people because they are more able to make quick commitments.

a. advertising

b. database

c. mail catalogs

d. public relations department

e. radio advertising

7. Which of the following is considered to be one of the four problems that can deter a firm from using CRM (customer relationship marketing)?

a. Competitors can often hack into CRM systems.

b. Building and maintaining a customer database requires a large investment.

c. It is very difficult to find and train database employees.

d. Long-term results of such systems are still unproven.

e. Focusing too much on databases separates a company from its customers.

8. Building a database would not be worthwhile for a company in all of the following cases EXCEPT ________.

a. where the product is a one-in-a-lifetime purchase

b. where customers show little loyalty to a brand

c. where the company already has an above average relationship with its customers

d. where the unit sale is very small

e. where the cost of gathering the information is too high

9. A study estimated the average return on investment for a data warehouse over the course of three years is more than ________.

a. 400 percent

b. 200 percent

c. 100 percent

d. 85 percent

e. 75 percent

10. All of the following are considered to be among the main perils of CRM EXCEPT ________.

a. implementing CRM before creating a customer strategy

b. the enormous cost that might eventually drain significant profits from the organization

c. rolling out CRM before changing the organization to match

d. assuming more CRM technology is better

e. stalking, not wooing customers


61. Managers who believe the customer is the company’s only true “profit center” consider the traditional organization chart to be obsolete.

62. The modern customer-oriented organization chart places top management at the top of the pyramid as long as they can think like consumers.

63. There are two determinates of customer delivered-value: total customer value and total customer cost.

64. Customer perceived value (CPV) is the difference between the prospective customer’s evaluation of all the benefits and all the costs of an offering and the perceived alternatives

65. Total customer value is the perceived monetary value of all the purchases a customer makes on an annual basis.

66. Professional buyers and purchasing agents operate under various constraints and occasionally make choices that give more weight to their personal benefit than to the company’s benefit.

67. The value proposition is stated in the price of a product and readily recognized by the average consumer.

68. The value-delivery system includes all the experiences the customer will have on the way to obtaining and using the offering.

69. For a consumer to be delighted with a product or service he or she must perceive that performance exceeds expectations.

70. The ultimate goal of the customer-centered firm is to create high customer satisfaction.

71. The key to customer retention is customer satisfaction.

72. At the top of the package delivery industry with a satisfaction index score of 82 is FedEx.

73. Price-perception is the totality of features and characteristics of a product or service that bear on its ability to satisfy stated or implied needs.

74. Conformance quality and performance quality is essentially the same thing in a marketing sense.

75. Total quality management (TQM) is a production department approach to continuously improving the quality of all the production processes.

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