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Exam 6: Building Customer Relationships

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Question 31

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What are the two types of switching barriers that oftentimes prevent dissatisfied customers from switching providers?

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Question 32

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The primary goal of relationship marketing is to build and maintain a base of profitable and committed customers through attraction,retention,and customer enhancement.

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Question 33

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What is the primary goal of relationship marketing?

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.

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

Salespeople for college texts call on college instructors to sell them on using a particular text for their classes.Improvements in efficiency have led some publishers to stop making sales calls altogether on smaller colleges.It is a much better use of the sales force's time to call on schools with large classes and big adoption rates.From the customer's point of view,this application of the profitability tier:

Bundling and cross-selling are ways to implement a Level 1 retention strategy.

Describe the types of social bonds that can bind customers to the firm.

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 uses _____ to encourage its customers to remain loyal.

What are the three types of benefits customers enjoy through relationship marketing?

What are some influences on the lifetime or relationship value of a customer?

A theater that was once very popular is having decreased attendance at its movies even though its owner is providing his audience with the kind of movies they have enjoyed in the past.He is thinking about offering a program where customers earn free snacks with the purchase of a set number of tickets.Why might it be inappropriate for a movie theater to implement a financial rewards loyalty program?

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

Social bonds alone may not tie the customer permanently to the firm,but they are much more difficult to imitate than financial incentives.

In acquaintance relationships,firms generally focus on:

How would a day care center operator benefit from the implementation of relationship marketing with the parents of three preschool children?

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 staff 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.

The development of strong customer relationships is strongly influenced by:

To be successful,a service provider must accept the fact that the customer is always right.

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