Marketing Chap. 3-4 an der TU München

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Beispielhafte Karteikarten für Marketing Chap. 3-4 an der TU München auf StudySmarter:

Customer Relationship Management ... A - is important because retaining customers is generally more profitable than always acquiring new ones B - Ultimately means that firms should view their customer relationships as assets C - Require that firms align marketing actions around customers, not product D - May sometime involve the firm-initiated termination of customer relationships which of the following statement is true ?

Beispielhafte Karteikarten für Marketing Chap. 3-4 an der TU München auf StudySmarter:

The customer lifetime value ... A - is a forward-looking measure B - Doesn't consider customer retention C - Should consider a customer's word of mouth value Which of the above statements are true ?

Beispielhafte Karteikarten für Marketing Chap. 3-4 an der TU München auf StudySmarter:

The value of a firm's customer on individual level is known as customer ... A - Lifetime Value B - Equity C - Asset D - Loyalty

Beispielhafte Karteikarten für Marketing Chap. 3-4 an der TU München auf StudySmarter:

Which of the following statements about customer relationship management is wrong ? A -Companies should emphasise the profit from a particular transaction rather than the lifetime stream of revenue and costs B - The customer base should be regarded as an asset the company can generate profit with C - Customer profitability is assessed based on metrics obtained from Customer Lifetime Value D - Customer Lifetime Value is the net present value of the stream of future profits expected over the customer's lifetime purchases E - Customer equity is the lifetime value of a group of customers

Beispielhafte Karteikarten für Marketing Chap. 3-4 an der TU München auf StudySmarter:

Which statement about the confirmation/disconfirmation paradigm is wrong ? A - Consumers compare their expectations with actual outcomes in the process of (dis)satisfaction B - Positive disconfirmation results in customer satisfaction C - The same level of objective service/product performance can lead to satisfaction in one customer and to dissatisfaction in another customer D - Dissatisfaction results from negative disconfirmation E - Negative disconfirmation can result in satisfaction if consumer expectation are low

Beispielhafte Karteikarten für Marketing Chap. 3-4 an der TU München auf StudySmarter:

Customer perceived value depends on... A - Objective product and service attributes as well as monetary costs only B - Subjective (perceived) product and service attribute as well as monetary cost only C - Willingness-to-pay only D - Product and service benefits, personnel and image benefits as well as costs - be they monetary, time, energy and/or psychological costs

Beispielhafte Karteikarten für Marketing Chap. 3-4 an der TU München auf StudySmarter:

Which of the following steps is is a step of the customer value analysis of a company ? 1. Identify major benefits that are valued by the customer 2. Assess the importance of different benefits 3. Assess the company's and competitor's performances on benefits 4. Examine how customers in specific segments rate the company's performance against specific competitors on benefit basis 5. Monitor customer perceived values over time A - 1, 2 & 3 are correct only B - All are correct C - 1, 2, 3, & 5 are correct only D - 1, 2, 3, & 4 are correct only E - 1, 2 & 4 are correct only

Beispielhafte Karteikarten für Marketing Chap. 3-4 an der TU München auf StudySmarter:

What are factors that can increase the consumer loyalty to companies ? 1. Personal attachment to a sales person 2. Closeness of a company to one's home 3. A contractual agreement with a company 4. Compatibility between technologies 5. Low switching costs A - 1, 2, 3 & 4 are correct only B - 1, 2, & 4 are correct only C - 1, 2 & 3 are correct only D - 1, 2, 3 & 5 are correct only E - All are correct

Beispielhafte Karteikarten für Marketing Chap. 3-4 an der TU München auf StudySmarter:

Which of the following statements about the quality indicators of market research is correct ? 1. Validity refers to wether a study is able to scientifically answer the questions it is intended to answer 2. Reliability refers to the extent to which measurement gives results that are consistent 3. objectivity means that no subjectivity is included in the measurement of the study 4. Quantitative market research is of higher quality than qualitative market research 5. Qualitative market research is of higher quality that quantitative market research A - 1, 2 & 3 are correct only B - 1, 2, 3 & 5 are correct only C - 1, 2, 3 & 4 are correct only D - 1, 2 & 4 are correct only E - All are correct

Beispielhafte Karteikarten für Marketing Chap. 3-4 an der TU München auf StudySmarter:

Which of the following statements about experiments in market research is not correct ? A - To infer causality, two variables must vary together B - The independent variable is influenced by the dependent variable C - Other possible causes accounting for the effect should be ruled out D - Experiments should guarantee a random assignment to experimental conditions E - The causing event happens before the effect occurs

Beispielhafte Karteikarten für Marketing Chap. 3-4 an der TU München auf StudySmarter:

Measuring marketing productivity is often challenging because: 1. Marketing activities should be related to long-term effects 2. Individual marketing activities should be separated from other actions 3. The use of purely financial methods has been proven to be inadequate for justifying marketing investments 4. Non-financial metrics are needed besides financial metrics 5. Researchers miss the statistical procedure to measure the effect. A - all are correct B - 1, 2 & 4 are correct only C - 1, 2, 3 & 4 are correct only D - 1, 2 & 3 are correct only E - 1, 2, 3 & 5 are correct only

Beispielhafte Karteikarten für Marketing Chap. 3-4 an der TU München auf StudySmarter:

Customer relationship management... ... is important because retaining customers is generally more profitable than always acquiring new ones ... ultimately means that firm should view their customer relationships as assets ... require that firms align their marketing actions around products, not customers. Which of the following statements are true ?

Beispielhafte Karteikarten für Marketing Chap. 3-4 an der TU München auf StudySmarter:

Marketing Chap. 3-4

Customer Relationship Management ... A - is important because retaining customers is generally more profitable than always acquiring new ones B - Ultimately means that firms should view their customer relationships as assets C - Require that firms align marketing actions around customers, not product D - May sometime involve the firm-initiated termination of customer relationships which of the following statement is true ?
all statements are true

Marketing Chap. 3-4

The customer lifetime value ... A - is a forward-looking measure B - Doesn't consider customer retention C - Should consider a customer's word of mouth value Which of the above statements are true ?
All are correct

Marketing Chap. 3-4

The value of a firm's customer on individual level is known as customer ... A - Lifetime Value B - Equity C - Asset D - Loyalty
A

Marketing Chap. 3-4

Which of the following statements about customer relationship management is wrong ? A -Companies should emphasise the profit from a particular transaction rather than the lifetime stream of revenue and costs B - The customer base should be regarded as an asset the company can generate profit with C - Customer profitability is assessed based on metrics obtained from Customer Lifetime Value D - Customer Lifetime Value is the net present value of the stream of future profits expected over the customer's lifetime purchases E - Customer equity is the lifetime value of a group of customers
A

Marketing Chap. 3-4

Which statement about the confirmation/disconfirmation paradigm is wrong ? A - Consumers compare their expectations with actual outcomes in the process of (dis)satisfaction B - Positive disconfirmation results in customer satisfaction C - The same level of objective service/product performance can lead to satisfaction in one customer and to dissatisfaction in another customer D - Dissatisfaction results from negative disconfirmation E - Negative disconfirmation can result in satisfaction if consumer expectation are low
E

Marketing Chap. 3-4

Customer perceived value depends on... A - Objective product and service attributes as well as monetary costs only B - Subjective (perceived) product and service attribute as well as monetary cost only C - Willingness-to-pay only D - Product and service benefits, personnel and image benefits as well as costs - be they monetary, time, energy and/or psychological costs
D

Marketing Chap. 3-4

Which of the following steps is is a step of the customer value analysis of a company ? 1. Identify major benefits that are valued by the customer 2. Assess the importance of different benefits 3. Assess the company's and competitor's performances on benefits 4. Examine how customers in specific segments rate the company's performance against specific competitors on benefit basis 5. Monitor customer perceived values over time A - 1, 2 & 3 are correct only B - All are correct C - 1, 2, 3, & 5 are correct only D - 1, 2, 3, & 4 are correct only E - 1, 2 & 4 are correct only
B

Marketing Chap. 3-4

What are factors that can increase the consumer loyalty to companies ? 1. Personal attachment to a sales person 2. Closeness of a company to one's home 3. A contractual agreement with a company 4. Compatibility between technologies 5. Low switching costs A - 1, 2, 3 & 4 are correct only B - 1, 2, & 4 are correct only C - 1, 2 & 3 are correct only D - 1, 2, 3 & 5 are correct only E - All are correct
A

Marketing Chap. 3-4

Which of the following statements about the quality indicators of market research is correct ? 1. Validity refers to wether a study is able to scientifically answer the questions it is intended to answer 2. Reliability refers to the extent to which measurement gives results that are consistent 3. objectivity means that no subjectivity is included in the measurement of the study 4. Quantitative market research is of higher quality than qualitative market research 5. Qualitative market research is of higher quality that quantitative market research A - 1, 2 & 3 are correct only B - 1, 2, 3 & 5 are correct only C - 1, 2, 3 & 4 are correct only D - 1, 2 & 4 are correct only E - All are correct
A

Marketing Chap. 3-4

Which of the following statements about experiments in market research is not correct ? A - To infer causality, two variables must vary together B - The independent variable is influenced by the dependent variable C - Other possible causes accounting for the effect should be ruled out D - Experiments should guarantee a random assignment to experimental conditions E - The causing event happens before the effect occurs
B

Marketing Chap. 3-4

Measuring marketing productivity is often challenging because: 1. Marketing activities should be related to long-term effects 2. Individual marketing activities should be separated from other actions 3. The use of purely financial methods has been proven to be inadequate for justifying marketing investments 4. Non-financial metrics are needed besides financial metrics 5. Researchers miss the statistical procedure to measure the effect. A - all are correct B - 1, 2 & 4 are correct only C - 1, 2, 3 & 4 are correct only D - 1, 2 & 3 are correct only E - 1, 2, 3 & 5 are correct only
A

Marketing Chap. 3-4

Customer relationship management... ... is important because retaining customers is generally more profitable than always acquiring new ones ... ultimately means that firm should view their customer relationships as assets ... require that firms align their marketing actions around products, not customers. Which of the following statements are true ?
the 1. and the 2. one are true
the 3. one is wrong
Gradient

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