SERVICES MARKETING 6TH EDITION BY
ZEITHAML EXAM SCRIPT 2026 TEST PAPER
QUESTIONS AND SOLUTIONS SET
⩥— refers to focusing the firm's marketing efforts toward the existing
customer base. - Customer retention
⩥— seeks new customers by offering discounts and developing
promotions that encourage new business. - Conquest marketing
⩥Which of the following is NOT a season why customer retention has
become increasingly important? - Customers are more confident with
their service providers
⩥Studies have indicated that as much as — percent of profits come from
long-term customers via profits derived from sales, referrals, and
reduced operating costs. - 95
⩥All of the following statements related to customer retention are true
EXCEPT: - It costs 3 to 5 times more to keep a customer than to get a
new one
⩥— refers to the average dollar amount per sale multiplied by the
average number of times customers reorder, - Lifetime value of a
customer
, ⩥At the macro level, firms engage in relationship marketing recognize
that the marketing activity affects: - All of these
⩥The strategy for cultivating customer loyalty that involves protecting
confidential information and telling the customers the truth, even when it
hurts, is: - Building trust through reliability
⩥The strategy for cultivating customer loyalty that involves
communicating to customers that the firm genuinely cares for their well-
being is: - Staying in touch
⩥The strategy for cultivating customer loyalty that promotes the idea
that the company exists to meet the needs and wants of its consumers is:
- Developing a proper perspective
⩥The strategy for cultivating customer loyalty that assumes upper
management's loyalty to employed will be passed on by employed to
customers is: - Leading through top-down loyalty
⩥— is behavior that goes beyond the call of duty. It involves countless
personal touches- little things that distinguish a discrete business
transaction from an ongoing relationship. - Providing discretionary effort
ZEITHAML EXAM SCRIPT 2026 TEST PAPER
QUESTIONS AND SOLUTIONS SET
⩥— refers to focusing the firm's marketing efforts toward the existing
customer base. - Customer retention
⩥— seeks new customers by offering discounts and developing
promotions that encourage new business. - Conquest marketing
⩥Which of the following is NOT a season why customer retention has
become increasingly important? - Customers are more confident with
their service providers
⩥Studies have indicated that as much as — percent of profits come from
long-term customers via profits derived from sales, referrals, and
reduced operating costs. - 95
⩥All of the following statements related to customer retention are true
EXCEPT: - It costs 3 to 5 times more to keep a customer than to get a
new one
⩥— refers to the average dollar amount per sale multiplied by the
average number of times customers reorder, - Lifetime value of a
customer
, ⩥At the macro level, firms engage in relationship marketing recognize
that the marketing activity affects: - All of these
⩥The strategy for cultivating customer loyalty that involves protecting
confidential information and telling the customers the truth, even when it
hurts, is: - Building trust through reliability
⩥The strategy for cultivating customer loyalty that involves
communicating to customers that the firm genuinely cares for their well-
being is: - Staying in touch
⩥The strategy for cultivating customer loyalty that promotes the idea
that the company exists to meet the needs and wants of its consumers is:
- Developing a proper perspective
⩥The strategy for cultivating customer loyalty that assumes upper
management's loyalty to employed will be passed on by employed to
customers is: - Leading through top-down loyalty
⩥— is behavior that goes beyond the call of duty. It involves countless
personal touches- little things that distinguish a discrete business
transaction from an ongoing relationship. - Providing discretionary effort
