Question 1

A ___________ environment affords the opportunity to combine large amounts of information and then use __________ techniques to learn more about current and potential customers.

Accepted Answer

A)  One-to-one;strategic partnerships
B)  Customer loyalty;delivery
C)  Data warehouse;data mining
D)  Just-in-time data;efficient customer response (ECR) 
E)  Preferred supplier;Total quality management (TQM) F) A) and E)
G) None of the above

Question 2

Research suggests that firms with a higher level of customer orientation are more successful.

Accepted Answer

A) True 
 B)False

Question 3

Evanscon manufactures refrigerator units that are sold to retailers that handle perishable products.It is a pioneer in product and market development.It offers a frequently changing product line and has been known to sacrifice short-term profits to gain a long-term stronghold in their market.According to Miles and Snow's Typology,Evanscon uses which of the following competitive strategies?

Accepted Answer

A)  Niche
B)  Differentiation
C)  Defender
D)  Analyzer
E)  ProspectorF) A) and B)
G) C) and D)

Question 4

According to Miles and Snow,a firm using a defender strategy:

Accepted Answer

A)  Strives to be a pioneer in product/market development
B)  Emphasizes high volume sales
C)  Sells to high-growth markets while holding onto substantial mature markets
D)  Offers a limited stable product line to a predictable market
E)  Aggressively constructs efficient-scale facilitiesF) A) and B)
G) C) and D)

Question 5

Which promotional tool should be used if a company's target market consists of relatively few customers who are geographically clustered together and who are likely to place relatively large orders?

Accepted Answer

A)  Consumer sales promotions.
B)  Advertising
C)  Personal selling,
D)  Consumer sales promotions
E)  Publicity and public relations.F) B) and D)
G) A) and D)

Question 6

According to Michael Porter,competitive strategies can be based on cost,differentiation and niche.

Accepted Answer

A) True 
 B)False

Question 7

The most appropriate way for a plant nursery owner to define her business's mission is in terms of:

Accepted Answer

A)  A target market or markets
B)  Distribution and pricing strategies
C)  How it will improve the quality of life of its customers
D)  The plants,bulbs,seeds and other gardening supplies it sells
E)  Its marketing communicationsF) A) and D)
G) A) and E)

Question 8

The first step in developing and implementing market strategies is programming the appropriate marketing mix.

Accepted Answer

A) True 
 B)False

Question 9

According to Michael Porter,a firm practicing a niche strategy:

Accepted Answer

A)  Has relative market share and emphasizes efficient-scale facilities
B)  Dominates a particular target market although its overall market share may be low
C)  Chooses high-growth markets while holding onto substantial mature markets
D)  Attempts to pioneer in product/market development
E)  Insulates itself from competitive rivalry by creating brand loyalty and the resulting lower sensitivity to priceF) C) and D)
G) D) and E)

Question 10

To build a relationship-based enterprise and to improve the effectiveness of CRM,managers need to address questions in what three areas?

Accepted Answer

Customers,relationsh...

Question 11

A company that wanted to measure its customers' levels of satisfaction should:

Accepted Answer

A)  Not bother with determining why some customers are no longer buying its products
B)  Rely solely on customer satisfaction measures as determined through survey and personal interview techniques
C)  Not be concerned with how much a customer is buying from distributors of similar products
D)  Look at customer satisfaction measures,annual retention rates as well as the frequency and size of customer purchases to determine customer satisfaction
E)  Use an external market research company to determine customer satisfaction in order to make sure that the collected data are not biasedF) C) and E)
G) A) and C)

Question 12

In marketing strategy,personal selling is relatively important when there are many potential customers.

Accepted Answer

A) True 
 B)False

Question 13

Describe how a customer-centric or CRM philosophy influences the selling function in an organization.

Accepted Answer

With a customer-centric focus the selling function will include:
A partnership business model,with mutually shared rewards and risk management.
Defining the selling role in terms of the provision of customer business consultation and solutions
Increased formalization of customer analysis processes and agreements
Taking a proactive leadership role in educating customers about value chain and cost reduction opportunities
Focusing on continuous improvement principles stressing customer satisfaction.

Question 14

Personal selling fits into the marketing mix as part of a firm's product strategy.

Accepted Answer

A) True 
 B)False

Question 15

Personal selling is always a more expensive marketing communications tool than either advertising or sales promotion.

Accepted Answer

A) True 
 B)False

Question 16

The evolution of customer relationship marketing has progressed from:

Accepted Answer

A)  Mass,target,one-to-one,to customer marketing
B)  One-to-one,mass,target,to customer marketing
C)  Customer,mass,target,to one-to-one marketing
D)  Mass,target,customer,to one-to-one marketing
E)  Customer relationship marketing has always existedF) C) and D)
G) B) and C) D

Question 17

Generally,good objectives should be specific,measurable and realistically attainable.

Accepted Answer

A) True 
 B)False  True

Question 18

What is the basis of a sustainable competitive advantage?

Accepted Answer

Distinctive competen...

Question 19

The goal in developing customer relationships is gaining customer loyalty.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following is NOT an advantage inherent in the use of personal selling as the primary marketing communications tool?

Accepted Answer

A)  The large number of customers that can be reached
B)  The amount of information that can be conveyed
C)  The two-way communication flow
D)  The ability to tailor messages to the needs of interests of specific customers
E)  The type of information that can be transmitted to a customerF) All of the above
G) D) and E)

Exam 3: Linking Strategies and the Sales Role in the Era of Customer Relationship Management

A _ environment affords the opportunity to combine large amounts of information and then use techniques to learn more about current and potential customers.

Correct Answer
verified

Research suggests that firms with a higher level of customer orientation are more successful.

Correct Answer
verified

Correct Answer
verified

According to Miles and Snow,a firm using a defender strategy:

Correct Answer
verified

Which promotional tool should be used if a company's target market consists of relatively few customers who are geographically clustered together and who are likely to place relatively large orders?

Correct Answer
verified

According to Michael Porter,competitive strategies can be based on cost,differentiation and niche.

Correct Answer
verified

The most appropriate way for a plant nursery owner to define her business's mission is in terms of:

Correct Answer
verified

The first step in developing and implementing market strategies is programming the appropriate marketing mix.

Correct Answer
verified

According to Michael Porter,a firm practicing a niche strategy:

Correct Answer
verified

To build a relationship-based enterprise and to improve the effectiveness of CRM,managers need to address questions in what three areas?

Correct Answer
verified
Customers,relationsh...
View Answer

A company that wanted to measure its customers' levels of satisfaction should:

Correct Answer
verified

In marketing strategy,personal selling is relatively important when there are many potential customers.

Correct Answer
verified

Describe how a customer-centric or CRM philosophy influences the selling function in an organization.

Personal selling fits into the marketing mix as part of a firm's product strategy.

Correct Answer
verified

Personal selling is always a more expensive marketing communications tool than either advertising or sales promotion.

Correct Answer
verified

The evolution of customer relationship marketing has progressed from:

Correct Answer
verified
D

Generally,good objectives should be specific,measurable and realistically attainable.

Correct Answer
verified
True

What is the basis of a sustainable competitive advantage?

Correct Answer
verified
Distinctive competen...
View Answer

The goal in developing customer relationships is gaining customer loyalty.

Correct Answer
verified

Which of the following is NOT an advantage inherent in the use of personal selling as the primary marketing communications tool?

Correct Answer
verified

Exam 3: Linking Strategies and the Sales Role in the Era of Customer Relationship Management

A ___________ environment affords the opportunity to combine large amounts of information and then use __________ techniques to learn more about current and potential customers.

Correct AnswerverifiedShow Answer

Research suggests that firms with a higher level of customer orientation are more successful.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

According to Miles and Snow,a firm using a defender strategy:

Correct AnswerverifiedShow Answer

Which promotional tool should be used if a company's target market consists of relatively few customers who are geographically clustered together and who are likely to place relatively large orders?

Correct AnswerverifiedShow Answer

According to Michael Porter,competitive strategies can be based on cost,differentiation and niche.

Correct AnswerverifiedShow Answer

The most appropriate way for a plant nursery owner to define her business's mission is in terms of:

Correct AnswerverifiedShow Answer

The first step in developing and implementing market strategies is programming the appropriate marketing mix.

Correct AnswerverifiedShow Answer

According to Michael Porter,a firm practicing a niche strategy:

Correct AnswerverifiedShow Answer

To build a relationship-based enterprise and to improve the effectiveness of CRM,managers need to address questions in what three areas?

Correct AnswerverifiedCustomers,relationsh...View AnswerShow Answer

A company that wanted to measure its customers' levels of satisfaction should:

Correct AnswerverifiedShow Answer

In marketing strategy,personal selling is relatively important when there are many potential customers.

Correct AnswerverifiedShow Answer

Describe how a customer-centric or CRM philosophy influences the selling function in an organization.

Personal selling fits into the marketing mix as part of a firm's product strategy.

Correct AnswerverifiedShow Answer

Personal selling is always a more expensive marketing communications tool than either advertising or sales promotion.

Correct AnswerverifiedShow Answer

The evolution of customer relationship marketing has progressed from:

Correct AnswerverifiedD

Generally,good objectives should be specific,measurable and realistically attainable.

Correct AnswerverifiedTrue

What is the basis of a sustainable competitive advantage?

Correct AnswerverifiedDistinctive competen...View AnswerShow Answer

The goal in developing customer relationships is gaining customer loyalty.

Correct AnswerverifiedShow Answer

Which of the following is NOT an advantage inherent in the use of personal selling as the primary marketing communications tool?

Correct AnswerverifiedShow Answer

A _ environment affords the opportunity to combine large amounts of information and then use techniques to learn more about current and potential customers.

Correct Answer
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Correct Answer
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Customers,relationsh...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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D

Correct Answer
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True

Correct Answer
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Distinctive competen...
View Answer

Correct Answer
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Correct Answer
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