Question 1

What are the essential and effective components of customer empowerment?

1) A customer relationship management program that ensures needs of MVC's are being met better than other customers
2) Encouraging customers to complain about products to online customer communities and the company
3) Referring customers to competitors in order to price compare
4) Enabling customers to participate in the design of current and future products and provide feedback

Question 2

What is the purpose of influencer marketing?

1) Posting signs in a store to influence purchase decisions at the point of sale
2) Key corporate officers infuencing the daily management of frontline employees
3) Targeting people known to influence others who may be potential customers
4) Using influencial celebrities for disinformation campaigns against competitors

Question 3

When does a consumer become a customer?

1) When a consumer buys a product or service for the first time
2) When the consumer wishes he could buy the product
3) While a person stands in line to buy a product
4) When the consumer acknowledges a need for a product or service that he wants to fill

Question 4

What might be a most favorable outcome of viral marketing?

1) A company's message is spread widely through a community by word of mouth.
2) Customers post negative assessments on product review websites.
3) Computer antivirus programs are upgraded.
4) Public health numbers of contagious diseases declines as a result of public health awareness campaigns.

Question 5

Which of the following is NOT a type of online social media?

1) Social networking sites
2) Wikis
3) A downloadable corporate brochure
4) Blogs that enable content contributors

Question 6

Which type of customer loyalty would marketers prefer?

1) Complete loyalty
2) Attitudinal loyalty
3) Marketers don't care if a customer is loyal
4) Behavioral loyalty

Question 7

What is one strategy for generating attitudinal loyalty?

1) By engaging in cause-related marketing activities important to the customer communities
2) By developing a memorable logo that conveys the attitude of the product or service
3) By using celebrity endorsers who are influencial in changing customers' attitudes towards a product or service
4) By proving to customers that the company can be trusted

Question 8

Annie loves to travel on Delta because the frequent flier program allows her to fly more often. Which positive affect of a loyalty program does this describe?

1) Spreader effect
2) Accelerator effect
3) Positive effect
4) Blocker effect

Question 9

Doug is anxious to reach the 1 million point level in his Marriott rewards program so he can take his wife on an around the world vacation. He stays out of town on business trips as often a possible to try to increase the number of nights that count towards the 1 million. Doug is exhibiting which of the positive effects of the Marriott loyalty program?

1) Longevity effect
2) Blocker effect
3) Spreader effect
4) Accelerator effect

Question 10

Customer satisfaction means:

1) The customer is delighted with the product or service
2) The customer tells all his friends how happy she is with her purchase.
3) The product or service is exactly what the customer expected.
4) The customer gives the company all 'fully satisfied' marks on a customer satisfaction survey.

Question 11

The best way a company can ensure customer satisfaction is to:

1) send the customer a customer satisfaction survey after prompting them on the 'right answers'.
2) give the customer more than they are expecting.
3) There is nothing a company can do to improve customer satisfaction because products and services can't be perfect for everyone.
4) establish appropriate expectations in the minds of the customers and deliver those expectations.

Question 12

Why is it important to measure customer satisfaction?

1) Because customers who are unsatisfied want to vent their frustration to the company in a formal manner
2) Because customer satisfaction is tied to employee compensation
3) To uncover problems the company was not aware of and constantly improve its products and services
4) To identify complaining customers before they experience cognitive dissonance

Question 13

Should a company satisfy all its customers?

1) No. There are too many consumer variables not in the marketer's direct control that impacts the customer's perception of satisfaction.
2) Yes. A company that knows exactly what customers want should be able to deliver it.
3) Yes. That is the standard the company should establish for themselves.
4) No. Some people just can't be satisfied no matter what the company does.

Question 14

Can consumers trust the product or service reviews they read online?

1) Yes. These reviews are written by customers just like us.
2) No. Only satisfied customers write reviews and the reviews are biased too favorably towards the productd.
3) No. The principle of caveat emptor applies to the online environment.
4) Yes. There are safeguards in place to eliminate negative or untrustworthy reviews.

Question 15

Permission marketing means:

1) A company asks the customer's permission to send them messages.
2) The company gives its permission for its marketers to send emails and other messages to potential customers.
3) The customer asks the company to send him messages.
4) The federal government grants permission for companies to send messages to customers.