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Exam 6: Building Customer Relationships

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Question 1

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For the organization,relationship marketing increases customer purchases,lowers costs and creates free word-of-mouth advertising.

A) True
B) False

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Question 2

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There is no way to calculate the relationship value of a customer.

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B) False

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Question 3

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Following the acquaintance relationship in the evolution of customer relationships is the customers in _____ stage.

_____ marketing focuses on keeping and improving current customers,rather than concentrating on acquiring new customers.

Level 1 retention strategies are very useful in creating a long-term competitive advantage.

Kayla has been having her haircut by Duncan,a hairstylist at Studio 21 Salon,for five years.She has continued to use the same hairstylist even though the price of a haircut at Studio 21 Salon is $10 higher than at competing hair salons.Duncan stays up to date on the latest hairstyles and hair care products and Kayla always leaves the salon with a haircut she loves.Kayla realizes _____ benefits from her relationship with Duncan.

With relationship marketing,customers receive the specific inherent benefits of receiving service value and nothing more.

The development of strong customer relationships is strongly influenced by:

Participants in the Coffee Café's loyalty program get a free large cup of coffee after every 10^th cup of coffee purchased.After purchasing 100 cups of coffee from the Coffee Café,loyalty program participants receive a $10 gift certificate good for food and beverage items or merchandise.Coffee Café's uses _____ to encourage its customers to remain loyal.

Pandora is an Internet-based music discovery service that helps its customers find and enjoy music that they like.A customer can create up to 100 unique "stations" by identifying favorite songs or artists and then Pandora's expert system analyzes what they like and provides suggestions based on this analysis.Pandora is using ____________ to develop and maintain customer relationships.

Molly and Tom are getting married.Last month they hired a caterer for the wedding reception.This month they attended a wedding for which their chosen caterer had provided food,dishes and flowers.Neither thought the food was good and Molly worried that the dishes looked cheap.However,they feel they cannot change caterers at this date due to the large deposit required by the catering company when it took the job.Molly and Tom do not want to pay:

Aramark is a food service company that supplies meals to more than 200,000 hospital patients daily.To improve its service,it created a database that tracks patient preferences individually by hospitals,regionally and nationally.The accumulated database is used to provide better menus.Aramark's kitchen staffs deliver the food and are referred to as hosts.All hosts have a minimum of 40 hours of training to teach them how to be courteous,efficient and quick.These trained hosts deliver customized meals from carts preloaded according to room number.According to patient surveys,Aramark has boosted patient satisfaction by almost 10 percent by providing customized meals.Aramark is using _____ in its customer retention strategy.

Which of the following is NOT a reason why a service firm may avoid a customer relationship with a particular customer?

The key to success in the _____ stage of the customer relationship is the firm's ability to use customer knowledge and information systems to deliver highly personalized and customized offerings.

Every Thursday afternoon for almost twenty years,Jasmine and Tanya have gotten a manicure at the same location.The manicure salon has changed ownership three times and has had two different names during that same period,but Jasmine and Tanya still find it a convenient place to meet and share news about friends and relatives.Jasmine and Tanya's relationship with the manicure salon exemplifies how a service provider uses _____ to support its customer retention strategy.

Every month the pest exterminator does a monthly spraying at Jean Poole's house.Every month Jean gripes that she is being ripped off by the exterminating company and that she's going to find a new one.But she never does change service providers due to:

At the partnership stage of the customer relationship,the firm is most concerned with:

Elmer Jennings is a government auditor and works for the Bracken and Leach firm.He is the one who checks to see that city and county governments have complied with accounting principles.As an auditor,Jennings sometimes will spend six weeks in one office while he checks its accounting records.The closeness of the relationship that Jennings builds with the government employees he works with was realized by Bracken and Leach when Jennings left the firm,went to work for another one and took his clients with him.This is an example of how _____ benefits can be both helpful and harmful.

A company that uses a four-tier scheme to segment its customers by profitability:

Well-implemented retention strategies will have long-term success even if there is no solid base of service quality and customer satisfaction to build on.