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Home » Business & Economics » Business » Baines, Fill & Page: Marketing » Student resources » Multiple choice questions » Chapter 17

Baines, Fill & Page: Marketing

Chapter 17

Instructions

Choose your answers from a-d by clicking the radio button next to each choice and then press 'Submit' to get your score.

Question 1

One of the highest levels of loyalty a customer may develop to a marketing firm is that of:

Question 2

Relationship marketing focuses more attention on _________ customers because new customers are _________ compared to existing customers.

Question 3

Relationship marketing can help an organisation…

Question 4

_____ is a strategy that entails forging long-term partnerships with customers

Question 5

Frequent-flyer programs are an example of financial incentives to customers in exchange for their continuing patronage. After flying a certain number of miles or flying a specified number of times, the frequent-flyer program participant earns a free flight or some other award such as free lodging. Airlines that use frequent-flyer programs are practicing:

Question 6

Which of the following is NOT a necessary feature of relationship marketing?

Question 7

Software systems that provide all staff with a complete view of the history and status of each customer are called:

Question 8

All marketing activities and strategies used to retain customers are called:

Question 9

A state of mind reached when the provision of goods or services meets or exceeds a customer's pre-purchase expectations of quality and service is called:

Question 10

All marketing activities and strategies used by organisations to attract new customers are called:

Question 11

All marketing activities and strategies used by organisations to keep current customers are called:

Question 12

There are three stages that a customer moves through during their relationship with an organisation. These stages are customer acquisition, development and retention and are called the:

Question 13

What term refers to the real and imagined risks that customers consider when purchasing products and services?

Question 14

A customer's estimate of the extent to which a product or service can satisfy their needs is known as:

Question 15

All the direct and indirect costs incurred by buyers when they change supplier are known as:

Question 16

The degree of confidence that one person (or organisation) has in another to fulfil an obligation or responsibility:

Question 17

Which of the following is a contributor to customer satisfaction?

Question 18

A number of factors can be a cause of conflict between partners. When two organizations adopt marketing goals that are incompatible, this is an example of which type of cause of conflict?

Question 19

These types of exchanges are characterized by short-term, product- or price-oriented exchanges, between buyers and sellers coming together for one-off exchanges independent of any other or subsequent exchanges.

Question 20

These types of exchanges are characterized by a long-term orientation, where there is complete integration of systems and processes and the relationship is motivated by partnership and mutual support.