________ is the difference between the prospective customer’s evaluation of all the benefits andall the costs of an offering and the perceived alternatives. Rachel and Josh are on vacation in Hawaii. When they arrived at the hotel, they were offered chilled juice.
SAMMY’S IS A FAST FOOD CHAIN
1. ________ is the difference between the prospective customer’s evaluation of all the benefits and
all the costs of an offering and the perceived alternatives.
a. Failure avoidance rate
b. Perceived usefulness
c. Total customer benefit
d. Competitors’ market share rate
e. Customer-perceived value
2. Sammy’s is a fast food chain that offers burgers, sandwiches, and shakes. It focuses its
marketing efforts on all the experiences the customers will have on the way to obtaining their
food order and eating it. Hence, Sammy’s is focusing its marketing efforts on its ________
system.
a. cost versus benefit
b. value delivery
c. consumption
d. horizontal marketing
e. marketing channel
3. ________ describes the net present value of the stream of future profits expected over the
customer’s lifetime purchases.
a. Customer profitability analysis
b. Activity-based costing
c. Customer lifetime value
d. Customer value analysis
e. Customer-perceived value
4. Rachel and Josh are on vacation in Hawaii. When they arrived at the hotel, they were offered
chilled juice. Their check-in formalities were handled by the staff. When they entered their
room, they saw that chocolates had been placed on the pillows and a flower arrangement on the
table. The hotel’s actions are an example of ________.
a. customer lifetime value
b. customer value analysis
c. customer-perceived value
d. a customer touch point
e. customer profitability analysis
5. ________ marketing is the practice of sending messages only when consumers express a
willingness to become more involved with the brand.
a. Cause
b. Horizontal
c. Defensive
d. Relationship
e. Permission
6. Using the information in his company’s ________ lets a telemarketer respond to customer
inquiries more effectively because he or she can see a total picture of the customer relationship.
a. call rejection list
b. data warehouse
c. customer-value hierarchy
d. call back list
e. bibliographic database
7. Through data ________, marketing statisticians can extract useful information about individuals,
trends, and segments from the mass of data.
a. mining
b. governance
c. modeling
d. marketing
e. maintenance
8. Which of the following is true for customer relationship marketing?
a. It is very difficult to find and train database employees.
b. Focusing too much on databases separates a company from its customers.
c. Long-term results of such systems are still unproven.
d. Building and maintaining a customer database requires a large investment.
e. Competitors can often hack into CRM systems.
9. Marriage, childbirth and divorce constitute the ________ that shape the consumption pattern
of individuals.
a. product life cycle
b. social status
c. postpuberty cycles
d. psychological life cycle
e. critical life events
10. ________ portrays the “whole person” interacting with his or her environment.
a. Attitude
b. Self-concept
c. Lifestyle
d. Personality
e. Subculture
11. The starting point for understanding consumer behavior is the ________ model in which
marketing and environmental stimuli enter the consumer’s consciousness, and a set of
psychological processes combine with certain consumer characteristics to result in decision
processes and purchase decisions.
a. projective
b. self-reliance
c. stimulus-response
d. psychogenic
e. self-perception
12. Maria considers buying a car for herself after she notices the advantages derived by her best
friend from his new car. Which of the following forms of stimulus has activated Maria’s
problem recognition process?
a. external stimuli
b. internal stimuli
c. peer stimuli
d. marketing induced stimuli
e. secondary stimuli
13. A(n) ________ puts people into a frame of mind, such as, liking or disliking an object and
moving toward or away from it.
a. position
b. feeling
c. attitude
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