Managing Customer Experience and Relationships: A Strategic Framework 4th Edition by Martha Rogers T
Don Peppers and Martha Rogers
Note: All correct answers are marked with an asterisk (*).
Chapter 1
Evolution of Marketing and the Revolution of Customer Strategy
Multiple Choice
- When we say, “Treat different customers differently,” we could mean any of the following, but the answer that best describes the idea of Learning Relationships is:
- Change opening of a message for each customer by using that customer’s name
- Personalize the product and service offerings for each customer
- Offer only the color your analysis shows your customer wants
- Use interaction and memory to predict what a customer will want most from us next
- A and C
- *B and D
- The reason a company needs a customer strategy is to
- Increase the value of customers to the company
- Find customers for products
- Increase the value of the company to the customer
- Address the fact that technology has changed the basis of competition
- *A, C, and D
- *A, B, C, and D
- Marketing’s primary job is to
- Find customers for products
- *Get, keep, and grow customers
- Acquire profitable customers
- Make products look desirable
- Build the brand in multiple channels
- C and D
- “Managing customer experiences” gives a company the ability to close the gap between
- Valuable customers and average-value customers
- *What it is like to be our customer and what it should be like
- A and B
- The best definition of “customer strategy” is
- Developing a targeted campaign
- Personalizing email and internet ads
- *Building the value of the customer base
- A technology or software solution that tracks and links each customer contact
- Strategic customer centricity applies to
- The marketing department
- Product development
- Service and Customer Care
- Human Resources
- Finance department
- Supply chain management
- *All of the above
- A and C
- “Switching costs” refer to
- The fee for switching the direction of delivery in the supply chain
- The cost to the company if the customer switches to a competitor
- *The cost to the customer of switching to a competitor from one brand to another
- None of the above
- Learning Relationships provide a competitive edge so long as
- A company knows more about a product than the competitor does
- *A company knows more about a customer than the competitor does
- A company knows more about customer care technologies than the competitor does
Fill in the Blank
- Although customer-centric companies focus on one customer at a time, there will still be a need for traditional mass media and branding, for three reasons. Name two of them.
*Communicate to nonusers who have not yet raised their hands.
*Build image and brand identity.
*Establish a brand position with nonusers to help users make a statement about their own image.