MKTG6822 Final Exam QUESTIONS WITH ANSWERS

MKTG6822 Final Exam QUESTIONS WITH \| \| \| \| \|




ANSWERS

According to the George Day and Christine Moorman, companies
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should hire _______________ whose jobs are to capitalize on
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opportunities with customers by obtaining and using information
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about them. \|




marketing managers \|




customer relationship managers \| \|




customer asset managers \| \|




customer service managers - CORRECT ANSWERS ✔✔customer
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asset managers
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In 2006, Charles Schwab created a new campaign to regain
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customer trust and focus on customer loyalty. The campaign was
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called ____________________
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"Through Clients Eyes" \| \|




"Transition to Loyalty" \| \|




"Customer Focus" \|




"New Customer Loyalty" - CORRECT ANSWERS ✔✔"Through
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Clients Eyes" \|




The ____________ describes a customer's journey with a company
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starting with customer satisfaction and hopefully ending with a
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deepening commitment \|




value funnel\|

,customer funnel \|




purchase funnel \|




loyalty funnel - CORRECT ANSWERS ✔✔loyalty funnel
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The Net Promoter Score measures customer experiences and
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predicts business growth. The score is calculated by subtracting
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the percentage of ____________ from ___________. - CORRECT
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ANSWERS ✔✔detractors; promoters \| \|




According the article "Rethinking Marketing," the traditional
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marketing department must be reconfigured as a customer
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department which is committed to: \| \| \| \|




Tie employees compensation to product sales
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Develop cool advertisements to the masses
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Build customer relationships
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Push the products first. - CORRECT ANSWERS ✔✔Build customer
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relationships


According to the American Marketing Association, a _____________
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is a name, term, sign, symbol, or design, or a combination of
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them, intended to identify the goods or services of one seller or
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groups of sellers and to differentiate them from those of
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competitors.
extension
brand
logo
advertisement - CORRECT ANSWERS ✔✔brand \| \| \| \|

, Strong brands like Starbucks and Chipotle, spend very little of
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their overall marketing budgets on traditional advertising
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because these companies depend on customer _____________ of
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their brands to share positive word-of-mouth and buzz with
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regular and non-customers \| \|




knowledge \|




loyalties \|




memories \|




endorsements - CORRECT ANSWERS ✔✔endorsements \| \| \| \|




A ____________ is a type of intellectual property consisting of a
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recognizable symbol, word, or words legally registered to protect
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a brand.
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copyright
trademark
trade secret
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patent - CORRECT ANSWERS ✔✔trademark
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_______________ is a set of assets (and liabilities) linked to a \| \| \| \| \| \| \| \| \| \| \|


brand's name and symbol that adds to (or subtracts from) the
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value provided by a product or service to a firm or that firm's
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customers
Brand loyalty \|




Brand association
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brand knowledge \|




brand equity - CORRECT ANSWERS ✔✔brand equity
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