中山大学吴柏林教授 “广告创意”绝密资料_TIF03

Chapter 3 – Building Customer Satisfaction, Value, and RetentionTrue/False Questions1.Total customer cost is the perceived monetary value of a bundle of economic, functional, andpsychological benefits. False (moderate) p. 382.One way of improving a marketi ng offer is to increase the buyer’s nonmonetary costs. False(moderate) p. 393.Customer satisfaction is a function of perceived performance and expectations. True (moderate) p.404. A cruise line that promises a 100 percent restful time is promoting complete satisfaction. True(moderate) p. 405.The key to delivering high customer satisfaction is to exceed customer expectations. True (moderate)p. 406.The value proposition is the whole cluster of benefits the company promises to deliver. True (easy)p. 407.The main goal of customer-centered firms is to maximize customer satisfaction. False (difficult) p.418.The primary activities of the value chain include: logistics, operations, service, procurement, andhuman resource management. False (moderate) p. 43, Figure 3-39.Customers, employees, and suppliers are all considered a firm’s stakeholders. True (easy) p. 4110.An example of a primary activity as identified in the generic value chain is human resources. False(moderate) p. 43, Figure 3-311.An example of a supporting activity in the generic value chain is operations. False (moderate) p. 43,Figure 3-312.The first step in the process of calculating the customer defection rate is to define and measure thecompany’s customer retention rate. True (moderate) pp. 4513.Customer churn is the rate at which a company loses customers and must replace them. True (easy) p.4514.An essential step in calculating the defection rate of customers is to estimate the lifetime value of acustomer in order to figure the amount of profit lost when a customer defects. True (moderate) p. 4515.The task of creating high customer retention is called ISO 9000 marketing. False (moderate) p. 4516.Customer equity is the total revenue that all of a firm’s customers will provide over their buyinglifetimes. True (moderate) p. 4717.Frequency programs add social benefits and help keep customers loyal. False (moderate) p. 4918.A company’s largest customers are always its most profitable ones. False (moderate) p. 5119.A profitable customer is a person, household, or company that over time yields a revenue stream thatexceeds by an acceptable amount the firm’s cost stream of attracting, selling, and servicing thatcustomer. True (easy) p. 5120.The Malcolm Baldrige National Quality Award measures only customer satisfaction and firmleadership in making its decisions. False (moderate) p. 52Multiple Choice Questions21.The difference between total customer value and total customer cost is _______________.a.)satisfactionb.)value/price ratioc.)customer perceived value (moderate) p. 38d.)total added valuee.)market cost22._______________ is the bundle of costs that customers expect to incur in evaluating, obtaining, using,and disposing of the given market offering.a.)Customer perceived valueb.)Total customer valuec.)Absolute fixed costsd.)High product valuee.)Total customer cost (moderate) p. 3823.Which of the following best describes the bundle of costs that customers expect to incur in evaluating,obtaining, using, and disposing of the product or service?a.)customer delivered valueb.)total customer value (moderate) p. 38c.)total customer costd.)value added coste.)total value cost24.Rajiv is selling a $100,000 software package to a large accounting firm. As the seller, he needs toimprove his offer to close the sale. How could he enhance customer delivered value?a.)Rajiv could minimize the training offered to accompany the system.b.)Rajiv could make it harder to evaluate and compare his company’s product to competitors’products, and thus, minimize unfavorable comparisons.c.)Rajiv could lower the value/price ratio for the customer.d.)Rajiv could explain the extraordinary quality and value of his system and then threaten to leavethe customer’s office without allowing the customer to buy.e.)Rajiv could enhance the image of the product and offer special servicing. (difficult) p. 3925.The main goal of the customer-centered firm is _______________.a.)to maximize customer satisfactionb.)to treat all stakeholders equallyc.)to deliver the highest customer satisfaction possible within the constraints of acceptableresources (difficult) p. 40d.)to maximize shareholder wealthe.)to retain all or most of its customers26.Which is not considered a stakeholder?a.) a competitor (moderate) p. 41b.) a customerc.)an employeed.) a suppliere.) a distributor27.______________ is a person’s feelings of pleasure or disappointment resulting from comparing aproduct’s perceived performance in relation to his or her expectations.a.)Satisfaction (easy) p. 40b.)Culturec.)Valued.)Ethicse.)Morals28._______________ is a function of perceived performance and expectations.a.)Total customer valueb.)Customer delivered valuec.)Value/price ratiod.)Customer satisfaction (moderate) p. 40e.)Customer service29.A waterbed maker that advertises its mattress will provide you “With the greatest night’s sleep ofyour life,” is aiming to provide its customers with _______________.a.) a value propositionb.)complete satisfaction (moderate) p. 40c.) a value-delivery productd.) a superior value chaine.)total quality marketing30.According to the consulting firm of Arthur D. Little, the four keys to the success of a high-performance business are_______________.a.)employees, management, corporate culture, and core competenciesb.)stakeholders, processes, resources, and organization (moderate) p. 41c.)core competencies, resources, customers, and intermediariesd.)intermediaries, resources, customers, and organizatione.)employees, resources, organization, and customers31.A company’s core competency _______________.a.)is a source of competitive disadvantageb.)is easy to copyc.)makes no contribution to perceived customer benefitsd.)is something the competitor can never take awaye.)is difficult for competitors to imitate (moderate) p. 4232.A company’s _______________ consists of its structures, policies, and corporate culture, all of whichcan become dysfunctional in a rapidly changing business environment.a.)organization (moderate) p. 42b.)missionc.)visiond.)goalse.)chain of command33.Which of the following is NOT an example of a primary activity as identified in the generic valuechain?a.)human resource management (moderate) p. 43, Figure 3-3b.)marketing and salesc.)operationsd.)outbound logisticse.)service34.An example of a supporting activity in the generic value chain would be _______________.a.)inbound logisticsb.)procurement (moderate) p. 43, Figure 3-3c.)outbound logisticsd.)operationse.)service35.Nate is the Vice President of Operations for a video game manufacturer. He is responsible formaking sure the games are written according to customer expectations. The function Nate performs is what part of the value chain?a.) a primary activity (moderate) p. 43, Figure 3-3b.)the networkc.)total delivered customer valued.) a logistical activitye.) a support activity36.As the Human Resources Director, Jolene performs in which part of the value chain?a.)serviceb.) a primary activityc.)infrastructured.)operatione.) a support activity (moderate) p. 43, Figure 3-337.The process of comparing one’s own costs and performance to competitors to see how to improveone’s own performance and gross margins is called _______________.a.)benchmarking (moderate) p. 44b.)value-delivery networkingc.) a value analysisd.) a flanking attacke.) a core business evaluation38.Which of the following is NOT an example of a core business process?a.)customer serviceb.)customer acquisition and retentionc.)promotion (difficult) p. 44d.)inventory managemente.)new-product realization39.Allied Signal, maker of Fram oil filters, assigned three of its employees to live near and work atChecker Auto Parts’ headquarters to improve the speed and reduce the cost of supplying Allied Signal products to Checker branch stores. Allied Signal is trying to improve its _______________.a.)total quality management (TQM) processb.)value-delivery network (difficult) p. 44c.)quick response systemd.)inbound logisticse.)matrix relationship with Checker40.Blizzard Entertainment provides a whole cluster of benefits to its customers, including a game serverthat allows free online gaming, online and phone-based technical support, and open beta testing for valued customers. This is an example of a _______________.a.)total quality management (TQM) processb.)value-delivery networkc.)value proposition (difficult) p. 40d.)strategy to reduce the value gape.)matrix relationship with customers41.Customer acquisition requires substantial skills in all of the following EXCEPT:a.)lead generationb.)finding new customersc.)lead qualificationd.)account conversione.)managerial accounting (easy) pp. 44-4542.High customer churn meansa.)high customer defection. (easy) p. 45b.)trolling for new customers.c.)moving customers around between subsidiaries.d.)qualifying customer leads.e.)customer lifetime value.43.Which of the following is NOT a step in monitoring and reducing the customer defection rate?a.)Define and measure the customer retention rate.b.)Distinguish the causes of customer attrition and identify those that can be better managed.c.)Determine the competitive advantage that would attract customers. (difficult) p. 45d.)Figure out how much it would cost to reduce the defection rate.e.)Estimate how much profit it loses when it loses a customer.44.The first step in the process of calculating the customer defection rate is to _______________.a.)distinguish the causes of customer attractionb.)estimate how much profit is lost when the company loses customersc.)define the point at which the defection rate reduces profit by at least 2 percentd.)calculate the lifetime value of each customere.)define and measure the company’s customer retention rate (moderate) p. 4545._______________ is the present value of the profit stream that the company would have realized ifthe customer had not defected prematurely.a.)Customer lifetime value (difficult) p. 45b.)Customer cost trendsc.)Customer value costd.)Customer retention ratee.)Customer defection rate46.Hee Haw Flat Glass Corporation has 42,000 customer accounts. It lost 10 percent of its accounts thisyear due to service-related issues. The average revenue lost was $10,000. The company’s profit margin is 5 percent. How much did the company lose due to this attrition?a.)$210,000b.)$420,000c.)$840,000d.)$2,100,000 (moderate) p. 45e.)$420,000,00047.A small scrapbook store has 1,400 retail accounts. It lost 25 percent of those accounts this year. Eachloss represented $600 in revenue. The scrapbook store’s profit margin is 10 percent. How much did this small company lose this year?a.)$3,500b.)$35,000c.)$21,000 (moderate) p. 45d.)$210,000e.)$6,00048.The key to customer retention is _______________.a.)customer satisfaction (moderate) p. 45b.)inexpensive productsc.)expensive productsd.)customer concerne.)customer demographics49.Surveys of customer satisfaction _______________.a.)indicate customers will complain when they are dissatisfiedb.)demonstrate that less than 5 percent of all customers will actively complain if dissatisfied(difficult) p. 45c.)are accurate measurements of the total level of satisfaction/dissatisfaction among customersd.)use a value-gap analysise.)are only reliable when conducted with current customers50.A company should commit to reducing the customer defection rate if _______________.a.)the cost to do so is more than the potential profitb.)it is costly to find new customersc.)the cost is less than the lost profit (moderate) p. 45d.)the economy is slowe.)the economy is strong51.Which is a highly satisfied customer not likely to do?a.)be more aware of the competition (moderate) pp. 45b.)be loyal longerc.)talk favorably about the product to other consumersd.)be less price sensitivee.)offer ideas for product improvements52.L.L Bean’s 100 percent Guarantee includes _______________.a.) a pro-rated refund for products that do not work as they shouldb.)only a refund to the purchaser’s credit card if the product is defectivec.)only the option to replace unsatisfactory merchandised.)only provisions for goods that were bought less than one year agoe.)100 percent satisfaction in every way (easy) p. 4653.The task of creating strong customer loyalty is called _______________.a.)the Deming approachb.) a value-added tacticc.)guerilla marketingd.)lifetime value enhancemente.)relationship marketing (moderate) p. 4654.Customer retention may be strengthened by _______________.a.)erecting high switching barriers (moderate) p. 46b.)calculating the lifetime value of the customerc.)reducing the value/price ratio on productsd.)eliminating affinity groupse.)enhancing the supply chain55.After a cost analysis, a company that sells office pc networking equipment found it was spendingmore to attract new customers than they were worth. How could they remedy this situation?a.)decrease the company profit margin, thereby lowering costs to the customerb.)determine how it can spend less per sales calls (difficult) p. 51c.)increase the number of sales calls per conversion of each customerd.)engage in transfer marketinge.)reduce its promotional efforts56.Anyone who might conceivably buy the product or service is called _______________.a.) a suspect (moderate) p. 47b.) a prospectc.) a customerd.)an advocatee.) a partner57.The salesclerk at the video store takes your order and your money for a DVD rental. This is anexample of _______________marketing.a.)accountableb.)basic (moderate) p. 48c.)partnershipd.)reactivee.)proactive58.The assistant manager at Best Buy gives you his card and tells you to call him if you can’t programyour new DVD player. This is an example of _______________marketing.a.)reactive (moderate) p. 48b.)basicc.)partnershipd.)accountablee.)proactive59.The physician’s ass istant at the clinic where you sought treatment for an ear infection calls you thenext day to see if you are feeling better. He also asks you if you are satisfied with the clinic’s service.This is an example of _______________marketing.a.)accountable (moderate) p. 48b.)basicc.)partnershipd.)proactivee.)reactive60.Three months after you bought your new Honda Accord Hybrid car, the salesperson that sold it to youcalls to inform you that Honda has developed an electronic mobile car security system that should alleviate any concerns you might have about the car being stolen. This is an example of_______________marketing.a.)reactiveb.)accountablec.)basicd.)partnershipe.)proactive (moderate) p. 4961.Morton Buildings, a manufacturer of agricultural out-buildings, works closely with a large hogprocessing plant that subcontracts to various local farmers to raise the animals it slaughters. Morton Buildings works with the processing plant’s research and development team to design animal housing that meets all the requirements necessary to ensure healthy livestock. This is an example of_______________marketing.a.)reactiveb.)basicc.)accountabled.)partnership (moderate) p. 49e.)proactive62._______________reward customers who buy frequently and/or in substantial amounts.a.)Frequency programs (moderate) p. 49b.)Club membership programsc.)Point-of-purchase programsd.)Sampling programse.)Trade shows63.Frequency marketing programs _______________.a.)cheapen the company imageb.)are acknowledgements that 20 percent of a company’s customers probably account for 80percent of its business (moderate) p. 49c.)tempt customers into buying more than they can affordd.)can result in a decrease in quality as the company tries to increase its efficiencye.)seldom, if ever, become a financial burden to the companies that operate them64.There are many levels of relationship marketing. When a company has many customers anddistributors, _______________marketing produces the lowest margins.a.)basic or reactive (difficult) pp. 48b.)basic or accountablec.)proactive or reactived.)reactivee.)accountable or reactive65.A _______________is a person, household, or company that over time yields a revenue stream thatexceeds by an acceptable amount the company’s cost stream of attracting, selling, and servicing that customer.a.)profitable customer (moderate) p. 51b.)nonprofitable customerc.)prospectd.)lifetime customere.)reactive account66.The 80-20 rule suggests that _______________.a.)every company loses money on some of its customersb.) a company could improve its profits by “firing” its worst customersc.)the top 20 percent of customers might generate 80 percent of the profits, half of which are lostserving the bottom 30 percent of unprofitable customersd.)midsize customers are often the most profitablee.)all of the above are suggested by the 80-20 rule (difficult) p. 50-5167._______________is an organization-wide approach to continuously improving the quality of theorganization’s processes, products, and services.a.)Customer serviceb.)Core competency developmentc.)Total quality marketingd.)Total quality management (moderate) p. 52e.)Conformance quality68.According to the text, a company that satisfies most of its customers’ needs most of the time is calleda _______________.a.)quality company (moderate) p. 53b.)performance companyc.)customer companyd.)profitable companye.)competitive company69.Both Daisy and Bosch make vacuum packaging machines. If when delivered to their buyers, eachbrand of machine performs exactly what its salesperson promised it would, then both manufacturers are said to have delivered the same _______________.a.)total qualityb.) a competitive advantagec.)performance qualityd.) a core competencye.)conformance quality (moderate) p. 5370.Many customers have the perception that a Seiko watch will outperform a Casio watch because aSeiko watch has higher _______________.a.)performance latitudeb.)quality maximizationc.)performance quality (moderate) p. 53d.)substitutabilitye.)transferable qualityEssay Questions71.ERP Delinquent Collections Services has been challenged lately by significant customer churn,customers seem to be defecting to competitors. In a short essay, discuss how ERP may be able to reduce customer defections and retain its existing customers.Answer:There are four steps in attempting to reduce the defection rate. First, ERP must define and measure its retention rate. Second, ERP must distinguish the causes of customer attrition and identify those that can be managed better. Third, ERP needs to estimate the amount of profit it loses when it loses customers. Fourth, ERP needs to calculate the cost of reducing the defection rate. As long as the cost is less than the lost profit, the company should spend that amount to reduce the defection rate. The most effective method for reducing customer defections is simply listening to the customers. This creates loyalty and customer satisfaction and turns defecting customers into retained customers.Listening is not enough, however. ERP must also be ready to respond quickly and constructively to customer complaints. There are two ways for ERP to strengthen customer retention. One is to erect high switching costs. For ERP this could amount to free replacement liners if the customer buys all supplies from Water’s Edge. The better approach is to deliver high customer service. To do this, ERP must involve every employee in delivering service and engage in relationship marketing.(difficult) “Marketing Skills: Winning Back Lost Customers” section p. 4872.In a short essay, discuss the following statement: “The ultimate goal of a customer-centeredorganization is to maximize its customer satisfaction.”Answer:The company that is customer-oriented seeks to create high customer satisfaction—not to maximize customer satisfaction. If the company increases customer satisfaction by lowering its price orincreasing its service, the results may be lost profits. The company might be able to replace this lost profit by making its manufacturing process more efficient or by investing more in promotion. The company, like most companies, has many stakeholders including employees, dealers, suppliers, and stockholders. Spending more to increase customer satisfaction might divert funds from increasing thesatisfaction of the company’s other “partners.” Ultimately, the company must operate on thephilosophy that it is trying to deliver a high level of customer satisfaction to the other stakeholders within the constraints of its total resources. (moderate) p. 4173.In 1964 Truett Cathy developed a fried boneless chicken filet, which he began selling as a sandwichunder the brand name of Chick-fil-A. In 1997 the company had $800 million in sales. The company has consistently produced a satisfying product and that consistent product quality is what it has built its reputation on. In recent years, McDonald’s, Burger King, Wendy’s and other fast-food restaurants have introduced chicken sandwiches. In a short essay, discuss what Chick-fil-A should do in the face of this new competition?Answer:Students will suggest the company expand its product lines. Some may suggest that the company offer a delivery service or change its store format. The higher quality answers will realize that the chicken sandwich sold at Chick-fil-A restaurants represents a core competency for the firm.(moderate) p. 4274.In a short essay, discuss how the nine activities of the Porter’s Value Chain work t ogether to createvalue for customers.Answer:Students might end up drawing and labeling the Value Chain, which demonstrates a superficialunderstanding. The five Primary value-creating activities are: inbound logistics, operations, outbound logistics, marketing and sales, and service. The four Support activities include: firm infrastructure, human resource management, technology development, and procurement. Stronger answers will discuss how the firm cannot do many of these activities in the absence of the others. For example, procurement is integral to the marketing and sales function—you can’t sell what you do not have.(moderate) p. 43, Figure 3-375.In a short essay, discuss the concept of customer lifetime value and why marketers should payattention to this concept.Answer:When a customer continues to buy from the same company over time, the profitability of thatcustomer continues to rise. The text mentions that a loyal Taco Bell customer brings in $11,000 in revenue to the company. Contrast this with a customer who has a bad experience with a fast food provider as a teen and vows to never return to that provider again. The stream of revenue is a very important way of measuring success and a very important thing for front-line service employees to remember. (moderate) p. 45Mini-CasesMini-Case 3-1Under the management of Garrison Cox, ComfortEase Mattress Company, Inc. has been losing business for several years to its competitors. Cox was recently replaced by Fred Wilson as CEO of the 78-year-old firm. Wilson implemented a new corporate-wide focus on the customer and on quality and the new CEO began by challenging his marketing team to increase customer value through product improvement while lowering customer costs in terms of time, psychic energy, and money. His second step was to focus on his company’s primary activities; logistics, operations, service, etc. He also asked for a review of the company’s procurement process, technological development, and other supporting activities. Third, he wanted to know how satisfied ComfortEase’s customers really were. Wilson was especially interested in learning what mattress former customers were now using. After a great deal of work and a careful analysis of the information gathered, his marketing team recommended that ComfortEase implement a program offering rewards to their most profitable customers. Wilson was pleased.76.Refer to Mini-Case 3-1. Which of the following describes the purpose of the challenge the new CEOmade to the ComfortEase marketing team?a.)It was intended to implement total quality marketing.b.)It was intended to measure customer profitability.c.)It was intended to increase customer perceived value. (difficult) p. 38d.)It was an effective way to launch a customer retention program.e.)It was an ef ficient way to determine the company’s defection rate.77.Refer to Mini-Case 3-1. Based on what the CEO wanted to know about his customers’ satisfaction,which is the best tool to use to measure it?a.)sales force surveysb.)customer satisfaction surveysc.)SWOT analysisd.)ghost shoppinge.)customer retention analysis (moderate) p. 4578.Refer to Mini-Case 3-1. Since this company has been in operation for 78 years, what is the mostdifficult hurdle Wilson is likely to face as he tries to make the company more customer-centered?a.)the retention of customersb.)the reduction of the defection ratec.)maintaining the satisfaction level of the company’s stakeholdersd.)changing the company’s corporate culture (moderate) p. 42-43e.)operating in a mature marketMini-Case 3-2Bernardo Sampson owns a sandwich shop in Bullhead City, Arizona. The recipe is a family one. He refuses to cut corners on the quality of his products and hence has had to raise the price more often than he would like. He finds that his older customers complain about the price increases and have even tried to bargain prices with him. Some customers will buy a sandwich to share and do not buy chips or sodas, but instead request water. Bernardo does not make much money on these customers. Bernardo will often take the time to explain the price-to-quality relationship in the restaurant business. Some customers are sympathetic to that argument, but some others leave angry and vow they will not patronize Bernardo’s shop anymore, that they intend to buy their lunch at Burger King across the street. No one has ever complained about the food itself, something that Bernardo is quite proud of.79.Refer to Mini-Case 3-2. When Bernardo explains his logic behind price increases to a complainingcustomer, he may reduce _______________.a.)customer churn (moderate) p. 45b.)customer lifetime valuec.)customer retentiond.)customer satisfactione.)customer equity80.Refer to Mini-Case 3-2. The high quality sandwiches that customers buy at Bernardo’s shoprepresent _______________.a.)Bernardo’s value propositionb.)Bern ardo’s commitment to maximize customer satisfactionc.)Bernardo’s core competency (difficult) p. 42d.)Bernardo’s value chaine.)Bernardo’s corporate culture81.Refer to Mini-Case 3-2. The 20-80 Rule suggests that _______________.a.)Bernardo is losing money on some of his customersb.)Bernardo is making money on some of his customersc.)Bernardo’s “best” customers are subsidizing his “worst” customersd.)a, b, and c are all suggested by the 20-80 Rule in Bernardo’s case (difficult) p. 50-51e.)none of the above are correct, related to the 20-80 Rule。