31) The aim of customer relationship management is to produce high customer ________.
A) integrity
B) loyalty
C) innovation
D) liability
E) equity
32) ________ is the process of carefully managing detailed information about individual customers and all customer “touch points” to maximize loyalty.
A) Customer relationship management
B) Customer lifetime value
C) Customer profitability analysis
D) Customer satisfaction analysis
E) Customer-value delivery
33) A customer ________ is any occasion on which a customer encounters the brand and product—from actual experience to personal or mass communications to casual observation.
A) touch point
B) point of order
C) point of difference
D) pivot point
E) point of parity
34) A customer touch point for Abacus Airlines would be an item such as ________.
A) ease of access to the airport
B) a mechanic’s ability to service the airplanes
C) the reservations desk
D) the value of air travel versus surface transportation
E) competency of a travel agent
35) Rachel and Josh are on vacation in Hawaii. When they arrived at the hotel, they were offered chilled juice. Their check-in formalities were handled by the staff. When they entered their room, they saw that chocolates had been placed on the pillows and a flower arrangement on the table. The hotel’s actions are an example of ________.
A) customer lifetime value
B) customer perceived value
C) customer value analysis
D) customer profitability analysis
E) a customer touch point
36) Customer relationship management enables companies to provide excellent real-time customer service through the effective use of ________.
A) reports from mystery shoppers
B) survey data from customers who have defected
C) market research
D) individual account information
E) demographic trend data
37) ________ is based on the premise that marketers can no longer use “interruption marketing” via mass media campaigns.
A) Relationship marketing
B) Permission marketing
C) Database marketing
D) Internet marketing
E) Horizontal marketing
38) ________ is the practice of sending messages only when consumers express a willingness to become more involved with the brand.
A) Relationship marketing
B) Permission marketing
C) Cause marketing
D) Defensive marketing
E) Horizontal marketing
39) Which of the following is a step in one-to-one marketing that can be adapted for CRM marketing?
A) Identify the lifetime value of lost customers.
B) Define and measure the retention rate of customers.
C) Offer the lowest price for a particular product.
D) Distinguish the causes of customer attrition.
E) Customize products, services, and messages to each customer.
40) Another term for high customer ________ is customer churn.
A) retention
B) defection
C) value
D) perception
E) belief
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