What is the ultimate aim of customer relationship​ management?
A.
Maintain high customer loyalty.
B.
Establish brand equity.
C.
Produce high customer profitability.
D.
Produce high customer equity.
E.
Increase share of customer.

D.
Produce high customer equity.

When is the selling concept typically used by​ marketers?
A.
When the company seeks the​ long-term welfare of society
B.
For seasonal items
C.
For the purchase of unsought goods
D.
When the product is of high quality
E.
When the company focuses on customer needs

C.
For the purchase of unsought goods

How do market demands relate to needs and​ wants?
A.
​Needs, wants, and demands all describe the same state in the customer.
B.
Needs are satisfied by​ wants, and buying power converts wants into demand.
C.
Demands result in customers needing and wanting a particular product.
D.
Wants and demands are​ equivalent, and both satisfy needs at the same rate.
E.
Needs and wants outweigh demands in the​ customer's mind.

B.
Needs are satisfied by​ wants, and buying power converts wants into demand.

Selling and advertising are part of a larger set of marketing tools that work together to satisfy customer needs and build customer relationships known as​ _____________.
A.
market offerings
B.
customer equity
C.
​customer-engagement marketing
D.
the marketing mix
E.
the marketing concept

D.
the marketing mix

Scott Frost has been coming to​ Adeline's Diner for 20 years and refuses to go anywhere else.​ Ada, the owner of​ Adeline's, loves​ Scott's loyalty but admits he purchases only a cup of cappuccino each visit. Scott would BEST be described as which of the​ following?
A.
Stranger
B.
True believer
C.
True friend
D.
Barnacle
E.
Butterfly

D.
Barnacle

​Craig's Craft Beer structures its company in such a way to encourage its most profitable older customers to remain loyal while also targeting a new generation of customers. What is​ Craig's Craft Beer attempting to​ build?
A.
Partner relationships
B.
Customer lifetime value
C.
Share of customer
D.
Customer loyalty
E.
Customer equity

E.
Customer equity

How has the Internet MOST affected companies and​ customers?
A.
The Internet has allowed consumers to take marketing content and share it.
B.
The Internet has lowered prices.
C.
The Internet has made advertising easier.
D.
The Internet has increased the potential customer base.
E.
The Internet has made creating an image more important.

A.
The Internet has allowed consumers to take marketing content and share it.

June and Beatrice have started a new​ company, Junbee​ Inc., and are having trouble deciding which marketing path to take to drive sales. June believes they should follow a​ make-and-sell philosophy that focuses on improving their​ product, whereas Beatrice believes they should be more​ customer-oriented and find the right products for their customers. Which of the following BEST describes this​ situation?
A.
Should Junbee Inc. follow a marketing concept or a societal marketing​ concept?
B.
Should Junbee Inc. follow a production or selling​ concept?
C.
Should Junbee Inc. follow a societal marketing or production​ concept?
D.
Should Junbee Inc. follow a product or selling​ concept?
E.
Should Junbee Inc. follow a product or marketing​ concept?

E.
Should Junbee Inc. follow a product or marketing​ concept?

Which of the following describes the current trend in businesses regarding relationships with​ customers?
A.
Maintain strong relationships with as many customers as possible.
B.
Gather as many customers as possible on a surface level.
C.
Avoid developing relationships with customers at all.
D.
Find a few customers and develop strong relationships with them.
E.
Build the right relationships with the right customers

E.
Build the right relationships with the right customers

You can practice sustainable marketing by adhering to general practices. Which of the following would allow a company to profit by serving immediate needs and​ long-term interests but not necessarily be a practice of sustainable​ marketing?
A.
Seek ways to profit by serving the​ long-run interests of customers and communities.
B.
Deliver value in a socially and environmentally responsible way.
C.
Help protect the natural environment.
D.
Practice caring capitalism by being civic minded and responsible.
E.
Delay responding to environmental legislation as it is instituted.

E.
Delay responding to environmental legislation as it is instituted.

Which of the following is NOT one of the four Ps of the marketing​ mix?
A.
Promotion
B.
Price
C.
Product
D.
Place
E.
Profit

E.
Profit

The ultimate goal of the marketing process is to do which of the​ following?
A.
Determine a target market.
B.
Create a quality product.
C.
Develop relationships with customers.
D.
Evaluate customer needs.
E.
Capture value from customers

E.
Capture value from customers

Which marketing philosophy holds that consumers will not buy enough of the​ firm's products unless it undertakes a​ large-scale selling and promotion​ effort?
A.
Production concept
B.
Selling concept
C.
Product concept
D.
Marketing concept
E.
Societal marketing concept

B.
Selling concept

​Bob's Bicycle Sales and Repair is a brand new company. From a marketing​ standpoint, what is the FIRST thing​ Bob's Bicycle Sales and Repair needs to​ do?
A.
Determine who in the community wants or needs a bicycle or repair service.
B.
Develop the best bicycle selection to sell.
C.
Develop a plan to sell as many bicycles as possible.
D.
Develop relationships with the customers who come to purchase bicycles or repair services.
E.
Advertise the company as a location in which to purchase bicycles or repair services

A.
Determine who in the community wants or needs a bicycle or repair service.

Advantage Airlines has instituted a loyalty rewards program that rewards customers with free​ Wi-Fi, seat​ upgrades, and free miles for their continued patronage. What relationship tool is Advantage Airlines​ using?
A.
​Customer-perceived value
B.
​Mass-media marketing
C.
Club marketing program
D.
​Consumer-generated marketing
E.
Frequency marketing program

E.
Frequency marketing progr