B) true believer
C) stranger
D) laggard
E) butterfly
Answer: B
Diff: 2
LO: 1-4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return.
AACSB: Analytical thinking
74) Efforts to convert ________ into loyal customers are rarely successful.
A) barnacles
B) strangers
C) true believers
D) laggards
E) butterflies
Answer: E
Diff: 1
LO: 1-4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return.
AACSB: Application of knowledge
75) Customers who are classified as true believers ________.
A) are attracted to a company's competitor's deals and offers
B) have needs and wants that do not fit a company's offerings
C) are not very profitable for a company
D) tell others about their good experiences with a company
E) are projected to be less loyal to any brand
Answer: D
Diff: 1
LO: 1-4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return.
AACSB: Application of knowledge
76) Carla, a team leader in charge of customer relationship management, is planning strategies to improve the profitability of her firm's least profitable but loyal customers. She is also examining methods for "firing" customers in this group who cannot be made profitable. To which of the following customer relationship groups do these customers belong?
A) butterflies
B) true friends
C) strangers
D) barnacles
E) innovators
Answer: D
Diff: 3
LO: 1-4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return.
AACSB: Analytical thinking
77) Various government agencies have launched campaigns to encourage energy conservation and concern for the environment as well as discourage smoking, illegal drug use, and obesity. This illustrates ________ marketing.
A) ambush
B) social
C) for-profit
D) consumer-generated
E) multi-level
Answer: B
Diff: 3
LO: 1-4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return.
AACSB: Analytical thinking; Ethical understanding and reasoning
78) Which of the following transforms marketing strategies into real values for consumers?
A) share of customer
B) customer equity
C) the four Ps of marketing
D) a firm's value proposition
E) customer satisfaction surveys
Answer: C
Diff: 2
LO: 1-4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return.
AACSB: Application of knowledge
79) Customer relationship management focuses on retaining existing customers but not on acquiring new customers.
Answer: FALSE
Diff: 2
LO: 1-4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return.
AACSB: Application of knowledge
80) Companies like Coca-Cola and Facebook deliver customer satisfaction by spreading happiness and connecting individuals through shared experiences.