MKTG6822 FINAL EXAM QUESTIONS AND VERIFIED
ANSWERS
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 - Answers - 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" - Answers - "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
purchase funnel
loyalty funnel - Answers - loyalty funnel
The Net Promoter Score measures customer experiences and predicts business
growth. The score is calculated by subtracting the percentage of ____________ from
___________. - Answers - 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. - Answers - 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 - Answers - 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
memories
endorsements - Answers - 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 - Answers - 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 - Answers - 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 - Answers - brand dilution
Which of the following questions is NOT a good question to gather customer insight?
Where do the customers use the product ?
What are customer's feelings and thinking about the firm's product?
How do the firm's competitors create value?
How do customers engage with the firm's service? - Answers - How do the firm's
competitors create value?
The authors discussed that the market insight capability is a learning process in which
the continuous exercise builds new layers of insight. ______________ is the last step,
but probably the most important, where companies can improve and refine its
contribution to the customer value imperatives.
Taking action
ANSWERS
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 - Answers - 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" - Answers - "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
purchase funnel
loyalty funnel - Answers - loyalty funnel
The Net Promoter Score measures customer experiences and predicts business
growth. The score is calculated by subtracting the percentage of ____________ from
___________. - Answers - 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. - Answers - 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 - Answers - 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
memories
endorsements - Answers - 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 - Answers - 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 - Answers - 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 - Answers - brand dilution
Which of the following questions is NOT a good question to gather customer insight?
Where do the customers use the product ?
What are customer's feelings and thinking about the firm's product?
How do the firm's competitors create value?
How do customers engage with the firm's service? - Answers - How do the firm's
competitors create value?
The authors discussed that the market insight capability is a learning process in which
the continuous exercise builds new layers of insight. ______________ is the last step,
but probably the most important, where companies can improve and refine its
contribution to the customer value imperatives.
Taking action
