1. Which of the following would be the best illustration of a subculture? A religion
- A group of close friends
- Your university
- A fraternity or sorority
- Your occupation
2. The five-stage model of the consumer buying process includes all of the following stages EXCEPT ________.
problem recognition
- information search
- social interaction
- purchase decision
- postpurchase behavior
3. All of the following are CRM imperatives EXCEPT ________.
- acquiring the right customer
- crafting the right value proposition
- instituting the best processes
- motivating employees
- learning to make profits through marginal customers
4. A child growing up in the United States is exposed to all of the following values EXCEPT ________.
achievement and success
- activity
- efficiency and practicality
- the importance of the group in daily life
- freedom
5.Amy and Jack were loyal customers of GreenFoods, a local grocery store. However, after a couple of incidents where they had to return products that were stale and out of date, the couple decided to try out VeggiesNmore, a chain store that recently opened in town. Both Amy and Jack must move through each stage in the marketing funnel before becoming loyal customers.
Jack has shopped at VeggiesNmore. He was happy with the experience and thought that this could be an alternative to GreenFoods. However, he is also keen to try out other stores in the neighborhood. He is in the ________ stage of the marketing funnel as far as shopping at VeggiesNmore is concerned.
aware
- open to trial
- most often used
- nonrejecter
- regular user
6. ________ involves the use of sophisticated statistical and mathematical techniques such as cluster analysis, automatic interaction detection, predictive modeling, and neural networking.
- Data management
- Data marketing
- Target market analysis
- Data accumulation
- Datamining
7. The 20-80 rule reflects the idea that ________.
- the top 20% of customers often generate 80% of the company's profits
- the top 20% of customers are highly satisfied and 80% of customers will recommend the company to a friend
- 20% of customers are unprofitable, and 80% make up a company's profits
- 20% of the company's profits are generated by the top 80% of customers
- any new product offering will be accepted by 20% of the customers immediately, but 80% of the customers will be up for grabs throughout the product's life cycle
8. Anne prefers Yoplait strawberry yogurt over other brands. When she decides to try a different flavor, she picks another Yoplait yogurt because she believes that, if the strawberry flavor is good, other Yoplait flavors must be good as well. This behavior is best described as ________.
- discrimination
- associative networking
- generalization
- heuristic thinking
- self-actualization
9. CRM technology can help motivate employees by ________.
analyzing customer revenue and cost data to identify current and future high-value customers
- better targeting the company's direct marketing efforts
- tracking customer-service satisfaction levels
- aligning employee incentives and metrics
- developing new pricing models
10. Cognitive psychologists believe that memory is ________, so that once information becomes stored in memory, its strength of association decays very slowly.
- very limited
- somewhat limited
- fluid
- often reflective
- extremely durable
11. All of the following would be considered to be strategies for approaching consumers who had rejected your company's model of a product for another competitive brand EXCEPT ________.
- redesign your company's product
- alter beliefs about your company's brand
- covertly alter the qualitative data about your product
- alter beliefs about competitors' brands
- call attention to neglected attributes
12. ________ portrays the "whole person" interacting with his or her environment.
- Attitude
- Reference group
- Lifestyle
- Culture
- Subculture
13. A(n) ________ group is one whose values or behavior an individual rejects.
- aspirational
- disassociative
- membership
- primary
- procreational
14. Acquiring new customers can cost ________ times more than satisfying and retaining current customers.
15. People choose products that reflect and communicate their role and actual or desired ________ in society.
group
- status
- attitudes
- beliefs
- feelings
16. ________ is the difference between the prospective customer's evaluation of all the benefits and all the costs of an offering and the perceived alternatives.
Perceived usefulness
- Failure avoidance rate
- Report rating
- Customer-perceived value
- Competitors' market share rate
17. The ________ says people have a general tendency to attribute success to themselves and failure to external causes.
- availability heuristic
- trait-role theory
- awareness set
- anchoring heuristic
- hedonic bias
18. A customer touch point in the airline industry would include an item such as ________.
- reservations
- mechanics' ability to service the airplanes
- ease of access to the airport
- the value of air travel versus surface transportation
- competency of a travel agent
19. With the ________ heuristic, the consumer sets a minimum acceptable cutoff level for each attribute and chooses the first alternative that meets the minimum standard for all attributes.
- conjunctive
- lexicographic
- elimination-by-aspects
- primary
- secondary
20. In the modern customer-oriented organizational chart, which of the following is considered to be at the top of the organizational pyramid?
- Sales
- The president
- Front-line people
- Customers
- Middle management