MKTG6822 Final Exam QUESTIONS WITH \| \| \| \| \|
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 - CORRECT 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" - CORRECT 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 - CORRECT ANSWERS ✔✔loyalty funnel
\| \| \| \| \| \|
The Net Promoter Score measures customer experiences and
\| \| \| \| \| \| \| \|
predicts business growth. The score is calculated by subtracting
\| \| \| \| \| \| \| \| \|
the percentage of ____________ from ___________. - CORRECT
\| \| \| \| \| \| \| \|
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. - CORRECT 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 - CORRECT 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 - CORRECT 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 - CORRECT 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 - CORRECT ANSWERS ✔✔brand equity
\| \| \| \| \| \|
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 - CORRECT 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" - CORRECT 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 - CORRECT ANSWERS ✔✔loyalty funnel
\| \| \| \| \| \|
The Net Promoter Score measures customer experiences and
\| \| \| \| \| \| \| \|
predicts business growth. The score is calculated by subtracting
\| \| \| \| \| \| \| \| \|
the percentage of ____________ from ___________. - CORRECT
\| \| \| \| \| \| \| \|
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. - CORRECT 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 - CORRECT 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 - CORRECT 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 - CORRECT 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 - CORRECT ANSWERS ✔✔brand equity
\| \| \| \| \| \|
