MKTG6822 FINAL EXAM QUESTIONS
AND ANSWERS 2026 VERIFIED.
According to the George Day and Christine Moorman, companies should hire _______________
whose jobs are to capitalize on opportunities with customers by obtaining and using
information about them.
marketing managers
customer relationship managers
customer asset managers
customer service managers - ANS customer asset managers
In 2006, Charles Schwab created a new campaign to regain customer trust and focus on
customer loyalty. The campaign was called ____________________
"Through Clients Eyes"
"Transition to Loyalty"
"Customer Focus"
"New Customer Loyalty" - ANS "Through Clients Eyes"
The ____________ describes a customer's journey with a company starting with customer
satisfaction and hopefully ending with a deepening commitment
value funnel
customer funnel
@2026/2027 ALLRIGHTS RESERVED.
,purchase funnel
loyalty funnel - ANS loyalty funnel
The Net Promoter Score measures customer experiences and predicts business growth. The
score is calculated by subtracting the percentage of ____________ from ___________. -
ANS detractors; promoters
According the article "Rethinking Marketing," the traditional marketing department must be
reconfigured as a customer department which is committed to:
Tie employees compensation to product sales
Develop cool advertisements to the masses
Build customer relationships
Push the products first. - ANS Build customer relationships
According to the American Marketing Association, a _____________ is a name, term, sign,
symbol, or design, or a combination of them, intended to identify the goods or services of one
seller or groups of sellers and to differentiate them from those of competitors.
extension
brand
logo
advertisement - ANS brand
Strong brands like Starbucks and Chipotle, spend very little of their overall marketing budgets
on traditional advertising because these companies depend on customer _____________ of
their brands to share positive word-of-mouth and buzz with regular and non-customers
knowledge
loyalties
@2026/2027 ALLRIGHTS RESERVED.
, memories
endorsements - ANS endorsements
A ____________ is a type of intellectual property consisting of a recognizable symbol, word, or
words legally registered to protect a brand.
copyright
trademark
trade secret
patent - ANS trademark
_______________ is a set of assets (and liabilities) linked to a brand's name and symbol that
adds to (or subtracts from) the value provided by a product or service to a firm or that firm's
customers
Brand loyalty
Brand association
brand knowledge
brand equity - ANS brand equity
In 2008, high-end designer Vera Wang introduced the brand "Simply Vera Wang" at Kohls.
Critics feared this brand extension would result in ____________ and hurt the value of the Vera
Wang brand.
brand dilution
brand awareness
brand relevancy
brand fit - ANS brand dilution
Which of the following questions is NOT a good question to gather customer insight?
@2026/2027 ALLRIGHTS RESERVED.
AND ANSWERS 2026 VERIFIED.
According to the George Day and Christine Moorman, companies should hire _______________
whose jobs are to capitalize on opportunities with customers by obtaining and using
information about them.
marketing managers
customer relationship managers
customer asset managers
customer service managers - ANS customer asset managers
In 2006, Charles Schwab created a new campaign to regain customer trust and focus on
customer loyalty. The campaign was called ____________________
"Through Clients Eyes"
"Transition to Loyalty"
"Customer Focus"
"New Customer Loyalty" - ANS "Through Clients Eyes"
The ____________ describes a customer's journey with a company starting with customer
satisfaction and hopefully ending with a deepening commitment
value funnel
customer funnel
@2026/2027 ALLRIGHTS RESERVED.
,purchase funnel
loyalty funnel - ANS loyalty funnel
The Net Promoter Score measures customer experiences and predicts business growth. The
score is calculated by subtracting the percentage of ____________ from ___________. -
ANS detractors; promoters
According the article "Rethinking Marketing," the traditional marketing department must be
reconfigured as a customer department which is committed to:
Tie employees compensation to product sales
Develop cool advertisements to the masses
Build customer relationships
Push the products first. - ANS Build customer relationships
According to the American Marketing Association, a _____________ is a name, term, sign,
symbol, or design, or a combination of them, intended to identify the goods or services of one
seller or groups of sellers and to differentiate them from those of competitors.
extension
brand
logo
advertisement - ANS brand
Strong brands like Starbucks and Chipotle, spend very little of their overall marketing budgets
on traditional advertising because these companies depend on customer _____________ of
their brands to share positive word-of-mouth and buzz with regular and non-customers
knowledge
loyalties
@2026/2027 ALLRIGHTS RESERVED.
, memories
endorsements - ANS endorsements
A ____________ is a type of intellectual property consisting of a recognizable symbol, word, or
words legally registered to protect a brand.
copyright
trademark
trade secret
patent - ANS trademark
_______________ is a set of assets (and liabilities) linked to a brand's name and symbol that
adds to (or subtracts from) the value provided by a product or service to a firm or that firm's
customers
Brand loyalty
Brand association
brand knowledge
brand equity - ANS brand equity
In 2008, high-end designer Vera Wang introduced the brand "Simply Vera Wang" at Kohls.
Critics feared this brand extension would result in ____________ and hurt the value of the Vera
Wang brand.
brand dilution
brand awareness
brand relevancy
brand fit - ANS brand dilution
Which of the following questions is NOT a good question to gather customer insight?
@2026/2027 ALLRIGHTS RESERVED.
