A)
a frequency marketing program
B)
a basic customer relationship
C)
a club marketing program
D)
consumer-generated marketing
E)
the selling concept
Page Ref: 36
AACSB: Analytic Skills
Skill: Application
Objective: 1-4
Difficulty: Hard
73.
Elisandra, a marketing manager at a regional chain restaurant, has decided to organize a contest calling for customers to create commercials for the restaurant. Winning entries will be posted on the organization's home page. Elisandra's plan is an example of ________.
A)
consumer-generated marketing
B)
customer lifetime value
C)
community development around a brand
D)
customer divestment
E)
partner relationship management
Page Ref: 40
AACSB: Analytic Skills
Skill: Application
Objective: 1-4
Difficulty: Hard
74.
At Gina's retail stores, the posted policy reads, "Without our customers, we don't exist." Gina and her staff aim to delight each customer, and they are quick to offer discounts or extra services whenever a customer is anything less than satisfied. Gina and her staff strive to make every customer a repeat customer. It is most accurate to say that instead of focusing on each individual transaction, Gina and her staff put a priority on ________.
A)
selling new products
B)
converting "barnacles" to "strangers"
C)
attracting "butterflies"
D)
managing partner relationships
E)
capturing customer lifetime value
Page Ref: 42
AACSB: Analytic Skills
Skill: Application
Objective: 1-4
Difficulty: Hard
75.
Kao Corp., a deodorant-manufacturer, invited teenage girls to make an ad that would encourage other girls to buy the product. This program is an example of ________.
A)
the production concept
B)
the selling concept
C)
partner relationship management
D)
societal marketing
E)
consumer-generated marketing