Lesson 2.5: Marketing and Customer Relationships (ACTIVITIES)

Question 1

T/F: Traditional marketing approaches focus on production methods, product quality, and effective selling methods as profit drivers in marketing.

Answer 1

true

Question 2

T/F: Contemporary marketing approaches are centered on the customer, relationships, and the well-being of society.

Answer 2

true

Question 3

T/F: Contemporary marketing is focused on selling the products which the company produced.

Answer 3

false

Question 4

T/F: Contemporary marketing used to think from the company’s point of view as their whole focus was on selling the goods to the customer no matter whether they required the goods or not.

Answer 4

false

Question 5

T/F: Traditional marketing used mediums like flex boards, pamphlets, radio, and television for advertising.

Answer 5

true

Question 6

It is almost a lost art. Saying ‘hello,’ ‘good afternoon,’ ‘sir’, and ‘thank you very much’ are a part of good customer service. For any business, using good manners is appropriate whether the customer makes a purchase or not.

Answer 6

politeness

Question 7

It is the relationship between benefits and the costs including money, stress, and time to sacrifice that is necessary to get those benefits.

Answer 7

customer value

Question 8

It is the act of taking care of the customer’s needs by providing and delivering professional, helpful, high quality service and assistance before, during, and after the customer’s requirements are met. Customer service is meeting the needs and desires of any customer.

Answer 8

customer service

Question 9

It includes activities aimed at developing and managing trusting and long-term relationships with larger customers.

Answer 9

customer relationship

Question 10

Relationships are based on communication. Your customers and users want to communicate with you, so be sure to communicate with them often. Relationship marketing works well when you strive to be there for your customers.

Answer 10

communicate often

Question 11

Why is it important to deliver consistently high-quality service to customers?

Answer 11

it helps to maintain organization’s positive reputation

Question 12

Which of these is a feature of an effective follow-up service?

Answer 12

provision of customer incentives

Question 13

An angry customer called to make a complaint. Which of these will meet the customer’s expectations for a positive outcome in this situation?

Answer 13

following the organization’s procedure

Question 14

Which of these techniques helps to put a customer at ease?

Answer 14

relating to the customer’s request

Question 15

An organization provides added benefits not offered by its competitors. Why is this of value to the organization?

Answer 15

customer retention is improved

Question 16

An organization works hard to manage customer expectations. Why is this important?

Answer 16

to maintain profitability

Question 17

Customer Value is _______.

Answer 17

a marketing term that explains how customers weigh benefits against cost when making buying decisions

Question 18

The marketing concept is a business philosophy that a firm should provide goodsand services that satisfy customers’ needs through a coordinated set of activities thatallow the firm to achieve its objectives. To accomplish this, the firm must_______.

Answer 18

communicate with potential customers to assess their product needs; discover ways to cut costs and increase profitability; develop a good or service to satisfy those needs

Question 19

In applying a customer’s perceived value to a decision, a seller who is at a customer-perceived value disadvantage has two alternatives: to increase total customer value or ________.

Answer 19

decrease cost

Question 20

JetBlue is able to meet or exceed customer expectations of low price air travel in part to a few corporate commandments like: safety, caring, integrity, fun and passion. JetBlue refers to these as ________.

Answer 20

values