customer evangelists
B)
surrogate customers
C)
barnacles
D)
market mavens
E)
butterflies
Page Ref: 35
AACSB:
Skill: Concept
Objective: 1-4
Difficulty: Easy
42.
Which of the following strategies would a company most likely use to increase customer satisfaction?
A)
divesting
B)
decreasing the variety of offered services
C)
limiting customer experiences with a brand
D)
"firing" unprofitable customers
E)
lowering prices
Page Ref: 36
AACSB:
Skill: Concept
Objective: 1-4
Difficulty: Easy
43.
Hank is an assistant marketing director for a firm in a market with many low-margin customers. What type of relationship with these customers would be the most profitable for him?
A)
inverse relationships
B)
full partnerships
C)
basic relationships
D)
causal relationships
E)
club marketing programs
Page Ref: 36
AACSB:
Skill: Application
Objective: 1-4
Difficulty: Easy
44.
A room upgrade offered by a hotel to a guest who often stays in the hotel is an example of ________.
A)
a club marketing program
B)
a frequency marketing program
C)
sustainable marketing
D)
a basic relationship
E)
partner relationship management
Page Ref: 36
AACSB:
Skill: Concept
Objective: 1-4
Difficulty: Easy
45.
The marketing world is most likely embracing ________ because consumers wield greater power nowadays with a wealth of platforms for airing and sharing their brand views with other consumers.
A)