MKTG 6822 FINAL TEST PAPER FULL
SOLUTION QUESTIONS AND CORRECT
ANSWERS GRADED A+
●● 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"
Answer: "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
Answer: loyalty funnel
,●● The Net Promoter Score measures customer experiences and predicts
business growth. The score is calculated by subtracting the percentage of
____________ from ___________.
Answer: 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.
Answer: 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
Answer: 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
Answer: 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
Answer: 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
SOLUTION QUESTIONS AND CORRECT
ANSWERS GRADED A+
●● 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"
Answer: "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
Answer: loyalty funnel
,●● The Net Promoter Score measures customer experiences and predicts
business growth. The score is calculated by subtracting the percentage of
____________ from ___________.
Answer: 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.
Answer: 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
Answer: 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
Answer: 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
Answer: 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
