大学外院营销方向课后习题含答案

Chapter 4 – Creating Customer Value, Satisfaction, and Loyalty
True/False Questions
1. Customer perceived value is defined as the difference between the prospective customer’s evaluation of all the benefits of an offering and the perceived alternatives. True (easy) p. 64
2. Product value, service value, and image value are all determinants of total customer cost. False (moderate) p. 64
3. Loyalty is defined as a deeply held commitment to re-buy or re-patronize a preferred product or service in the future, even in the face of situational or marketing influences with the potential to cause switching behavior. True (moderate) p. 65
4. Experts have defined quality in different ways. True (moderate) p. 68
5. A product can have conformance quality without having performance quality. True (moderate) p. 68
6. Figuring out your average customer lifetime value is one step toward understanding long-term customer profitability. True (moderate) p. 70
7. According to some marketing experts, it is no longer enough to produce satisfied customers. True (moderate) p. 72
8. About 60 percent of dissatisfied customers don’t complain. False (moderate) p. 74
9. The customer development process begins with first-time customers. False (moderate) p. 74
10. The highest level of investment in customer relationship building is called partnership marketing. True (moderate) p. 75
Multiple Choice Questions
1. Which of the following is not a component part of total customer value?
a. Product value.
b. Services value.
c. Psychic value. (moderate) p. 64
d. Personnel valu
e.
e. Image value.
2. About a year ago, Echo began renting her movies from Netflix. She perceived Netflix to be a better source because of the enhanced selection, the responsive customer service emails she has received in answer to her online queries, better pricing, and less effort compared to renting from the store in her town. Netflix has offered Echo better __________ than the local competition.
a. total customer cost
b. customer perceived value
c. customer delivered value
d. total customer value (moderate) p. 64
e. customer relationship management
3. Lowe’s home improvement stores strive to have nicer, more knowledgeable salespeople, a better product selection, and to maintain an impeccable image. These are all part of improving the offer via
__________.
a. reducing the buyer’s nonmonetary costs
b. living up to the Lowe’s pledge
c. reducing the product’s monetary costs to the buyer
d. increasing the service value
e. increasing total customer value (moderate) p. 65
4. Which of the following is true?
a. If marketers raise expectations too high, it won’t attract enough customers.
b. If the company sets expectations too low, the buyer is likely to be disappointed.
c. If the company sets expectations too low, exceeding buyer expectations becomes difficult.
d. If marketers raise expectations too high, the buyer is likely to be disappointed. (moderate) p. 66
e. If marketers raise expectations too high, they will soon have many copycat offerings competing in the marketplace.
5. What are highly satisfied customers NOT likely to do?
a. Stay loyal longer.
b. Talk favorably about the brand.
c. Be less price sensitive.
d. Upgrade their servic
e.
e. Cost a bit more to serve. (moderate) p. 66
6. McDonald’s restaurants rank high in the quick service industry on getting orders right, something that
is highly valued by quick service customers. This is an example of __________.
a. conformance quality
b. performance quality
c. the “freedom from variation” standard
d. none of the above
e. More than one answer could be correct. (easy) p. 68
7. Communication of customer satisfaction results should be done internally (inside the company or organization) for which of the following reasons?
a. Communicating satisfaction findings externally would have little marketing value.
b. You should not communicate satisfaction findings internally for ethical reasons.
c. To highlight good news and act on bad news. (moderate) p. 67
d. To satisfy upper management that all is going well.
e. More than one of the above reasons is a correct reason for communicating satisfaction results internally.
8. The new BMW K1200 motorcycle is fast and smooth and pricy, when compared to the Suzuki SV650. The Suzuki is a competent, budget motorcycle which costs less than half the price of the BMW, has about half the horsepower, and has a “buzzy” ride above 95 miles per hour (the BMW will go 170+!). Both bikes deliver what their customers expect. Based on these facts, which is true?
a. The Suzuki delivers higher performance quality.
b. The BMW delivers higher conformance quality.
c. German engineering is superior to Japanese engineering.
d. Both bikes deliver conformance quality. (difficult) p. 68
e. Both companies participate in total quality management programs.
9. Which of the following is true of the customers?
a. You should never “fire” your worst customers.
b. The best hotel/motel customers outspend others by a ratio of 5 to 1. (moderate) p. 68
c. For every 20 customers, a company will make 80 percent more profit.
d. The number of unprofitable customers is equal to the number of profitable ones.
e. The best customers outspend others by a ratio of 5 to 1 in retailing.
10. What are the two solutions to unprofitable customers?
a. Lower fees; reduce service.
b. Lower fees; increase service.
c. Raise fees; increase service.
d. Raise fees; reduce servic
e. (moderate) p. 69
e. There is only one solution to unprofitable customers—fire them!
11. Taco Bell estimates that a loyal customer might be worth $11,000 to the company. This number stems from something called __________.
a. (NPV)*(ROI)
b. customer lifetime value (moderate) p. 70
c. the competitive present value of loyalty model (CPVLM)
d. repeat purchase analysis
e. brand equity
12. Omar Moreno’s restaurant has a very dif ferent type of customer, depending on time of day and time
of year. Omar is looking to re-vamp the menus to make more profit. What is probably the most
important first customer relationship management step he can take toward his goal?
a. Identify his prospects and customers. (moderate) p. 72
b. Differentiate customers by need.
c. Differentiate customers by their value to the restaurant.
d. Interact with individual customers to improve your knowledge about their needs and to build stronger relationships.
e. Customize products, services, and messages for each customer.
13. Fidelity Investments puts through certain customers’ calls more quickly than others as a strategy for improving the value of the company’s customer base. While on the phone, the longer-waiting customers hear messages encouraging them to complete their transactions via the company Web site. This is an example of which kind of strategy?
a. Reducing customer defection rate.
b. Increasing the longevity of the customer relationship.
c. Enhancing the potential growth potential of each customer.
d. Managing phone queues via illegal and discriminatory practices.
e. Making low-profit customers more profitable. (moderate) p. 73
14. The best thing a company can do is make it __________ to complain.
a. very difficult
b. easy (easy) p. 74
c. moderately difficult
d. a two-step process
e. None of the above. Since complaints are not positive, companies should discourage them altogether.
15. Which is true in the customer-development process?
a. A disqualified prospect is the same as an inactive customer.
b. The ultimate customer is the one termed the “repeat” customer.
c. Some partners go on to become members.
d. Advocates are the same as clients.
e. A client becomes a member by joining a program that offers benefits. (moderate) p. 74
16. Which is the first step to reducing customer defection?
a. Define and measure the retention rate. (easy) p. 75
b. Distinguish among the cause of attrition and identify those that can be better managed.
c. Estimate lost profits that result from lost customers.
d. Figure out how much it would cost to reduce the defection rat
e.
e. Listen to customers.
17. Wal-Mart has a high number of customers and sells mostly low-margin goods. Their level of relationship marketing is probably __________.
a. accountable
b. proactive
c. partnership
d. unresponsive
e. basic or reactive (moderate) p. 75
18. Independent bread route truck drivers sell their products to a limited number of retail outlets, such as convenience stores, and make frequent, personal deliveries of the goods. Their level of relationship marketing is probably __________.
a. partnership (moderate) p. 75
b. accountable
c. reactive
d. proactive
e. basic
19. Which is NOT one of the five levels of investment in customer relationship building?
a. Basic marketing.
b. Retroactive marketing. (moderate) p. 75
c. Accountable marketing.
d. Proactive marketing.
e. Partnership marketing.
20. Frequency programs acknowledge that __________ of a company’s customers might account for
__________ of its business.
a. 30 percent; 50 percent
b. most; most
c. 20 percent; 80 percent (moderate) p. 76
d. less than 5 percent; nearly all
e. 75 percent; a slight majority。