Full download please contact or qidiantiku.com
Chapter 1
Evolution of Marketing and the Revolution of Customer Strategy
Multiple Choice
1. When we say, “Treat different customers differently,” we
could mean any of the following, but the answer that best
describes the idea of Learning Relationships is:
a. Change opening of a message for each customer by using
that customer’s name
b. Personalize the product and service offerings for each
customer
c. Offer only the color your analysis shows your customer
wants
d. Use interaction and memory to predict what a customer
will want most from us next
e. A and C
f. *B and D
2. The reason a company needs a customer strategy is to
a. Increase the value of customers to the company
b. Find customers for products
c. Increase the value of the company to the customer
d. Address the fact that technology has changed the basis of
competition
e. *A, C, and D
f. *A, B, C, and D
3. Marketing’s primary job is to
a. Find customers for products
b. *Get, keep, and grow customers
c. Acquire profitable customers
Full download please contact or qidiantiku.com
, Full download please contact or qidiantiku.com
d. Make products look desirable
e. Build the brand in multiple channels
f. C and D
4. “Managing customer experiences” gives a company the
ability to close the gap between
a. Valuable customers and average-value customers
b. *What it is like to be our customer and what it should be
like
c. A and B
5. The best definition of “customer strategy” is
a. Developing a targeted campaign
b. Personalizing email and internet ads
c. *Building the value of the customer base
d. A technology or software solution that tracks and links
each customer contact
6. Strategic customer centricity applies to
a. The marketing department
b. Product development
c. Service and Customer Care
d. Human Resources
e. Finance department
f. Supply chain management
g. *All of the above
h. A and C
7. “Switching costs” refer to
a. The fee for switching the direction of delivery in the
supply chain
b. The cost to the company if the customer switches to a
competitor
Full download please contact or qidiantiku.com
Chapter 1
Evolution of Marketing and the Revolution of Customer Strategy
Multiple Choice
1. When we say, “Treat different customers differently,” we
could mean any of the following, but the answer that best
describes the idea of Learning Relationships is:
a. Change opening of a message for each customer by using
that customer’s name
b. Personalize the product and service offerings for each
customer
c. Offer only the color your analysis shows your customer
wants
d. Use interaction and memory to predict what a customer
will want most from us next
e. A and C
f. *B and D
2. The reason a company needs a customer strategy is to
a. Increase the value of customers to the company
b. Find customers for products
c. Increase the value of the company to the customer
d. Address the fact that technology has changed the basis of
competition
e. *A, C, and D
f. *A, B, C, and D
3. Marketing’s primary job is to
a. Find customers for products
b. *Get, keep, and grow customers
c. Acquire profitable customers
Full download please contact or qidiantiku.com
, Full download please contact or qidiantiku.com
d. Make products look desirable
e. Build the brand in multiple channels
f. C and D
4. “Managing customer experiences” gives a company the
ability to close the gap between
a. Valuable customers and average-value customers
b. *What it is like to be our customer and what it should be
like
c. A and B
5. The best definition of “customer strategy” is
a. Developing a targeted campaign
b. Personalizing email and internet ads
c. *Building the value of the customer base
d. A technology or software solution that tracks and links
each customer contact
6. Strategic customer centricity applies to
a. The marketing department
b. Product development
c. Service and Customer Care
d. Human Resources
e. Finance department
f. Supply chain management
g. *All of the above
h. A and C
7. “Switching costs” refer to
a. The fee for switching the direction of delivery in the
supply chain
b. The cost to the company if the customer switches to a
competitor
Full download please contact or qidiantiku.com
