Which of the following businesses is LEAST likely to be able to engage in relationship marketing?

Accenture LLP is a global partner-services of SAP, a
leading vendor of ERP (enterprise resource planning) business software. These
two organizations hope to benefit from __________.
a) relationship marketing
b) competition
c) the 80/20 principle
d) customer valuation
e) a marketing chain

92. A business traveler joined the Starwood Preferred Guest
Program in order to earn points each time he stayed overnight in a Westin or
Sheraton hotel. Once he has accumulated enough points, he can trade his points
in for a free night’s stay. As a member of this program, the traveler receives
periodic updates on new hotels and learns of ways to earn additional points.
This is an example of __________.
a) relationship marketing
b) marketing entropy
c) the 80/20 principle
d) customer valuation
e) a marketing chain

93. Which of the following statements about relationship
marketing is most true?
a) Relationship marketing has a short-term focus on
increasing profits
b) Relationship marketing is easy to implement
c) Relationship marketing is more effective when there is a
personal, ongoing relationship between individuals in the selling and buying
organizations
d) Very few companies today are engaged in relationship
marketing
e) The Internet is an ideal forum for relationship marketing

94. Which of the following businesses is LEAST likely to be
able to engage in relationship marketing?
a) A beach shop that sells tourist mementos
b) A local restaurant that specializes in home cooking
c) A convenience store
d) A movie theater
e) A veterinarian

95. Which of the following acts as a barrier to the
development of relationship marketing?
a) The large number of one-to-one relationships customers
are asked to sustain
b) The large number of products on the market
c) The increasing number of retail stores that are closing
d) The changing regulatory environment
e) Diluted cultural diversity

96. Which of the following acts as a barrier to the
development of relationship marketing?
a) Changes in the demographic nature of society
b) The ever-increasing usage of the Internet for consumer
purchases
c) The onset of new cultural traditions
d) A population with a median age of 50
e) Recent terrorists’ activities

97. A __________ is a plan that integrates the marketing mix
to provide a good, service or, idea to prospective buyers.
a) marketing strategy
b) marketing program
c) macromarketing program
d) micromarketing program
e) sales promotion

98. After an assessment of needs, a marketing manager must
translate ideas from consumers into concepts for products that a firm may
develop. The concepts must then be converted into a tangible __________.
a) marketing strategy
b) marketing program
c) macromarketing program
d) micromarketing program
e) marketing concept

99. After discovering consumers’ needs, marketing’s next
task is to __________.
a) create a target market mission statement
b) determine consumer demographics
c) translate information about consumer needs into products
that stimulate further discovery of consumer needs
d) design product prototypes
e) develop a value strategy

100. Singapore Airlines get to know their customers and understand
their needs and wants by __________.
a) get feedback from a random sample of passengers in its
flights
b) carefully study benchmarking studies carried out by
International Air Transport A Association
c) send out researchers to check on competitors airlines
and their flights
d) track and analyzes all the feedback it receives
e) all of the
above91. Accenture LLP is a global partner-services of SAP, a
leading vendor of ERP (enterprise resource planning) business software. These
two organizations hope to benefit from __________.a) relationship marketingb) competitionc) the 80/20 principled) customer valuatione) a marketing chain92. A business traveler joined the Starwood Preferred Guest
Program in order to earn points each time he stayed overnight in a Westin or
Sheraton hotel. Once he has accumulated enough points, he can trade his points
in for a free night’s stay. As a member of this program, the traveler receives
periodic updates on new hotels and learns of ways to earn additional points.
This is an example of __________.a) relationship marketingb) marketing entropyc) the 80/20 principled) customer valuatione) a marketing chain93. Which of the following statements about relationship
marketing is most true?a) Relationship marketing has a short-term focus on
increasing profitsb) Relationship marketing is easy to implementc) Relationship marketing is more effective when there is a
personal, ongoing relationship between individuals in the selling and buying
organizationsd) Very few companies today are engaged in relationship
marketinge) The Internet is an ideal forum for relationship marketing94. Which of the following businesses is LEAST likely to be
able to engage in relationship marketing?a) A beach shop that sells tourist mementosb) A local restaurant that specializes in home cookingc) A convenience stored) A movie theatere) A veterinarian95. Which of the following acts as a barrier to the
development of relationship marketing?a) The large number of one-to-one relationships customers
are asked to sustainb) The large number of products on the marketc) The increasing number of retail stores that are closingd) The changing regulatory environmente) Diluted cultural diversity96. Which of the following acts as a barrier to the
development of relationship marketing?a) Changes in the demographic nature of societyb) The ever-increasing usage of the Internet for consumer
purchasesc) The onset of new cultural traditionsd) A population with a median age of 50e) Recent terrorists’ activities97. A __________ is a plan that integrates the marketing mix
to provide a good, service or, idea to prospective buyers.a) marketing strategyb) marketing programc) macromarketing programd) micromarketing programe) sales promotion98. After an assessment of needs, a marketing manager must
translate ideas from consumers into concepts for products that a firm may
develop. The concepts must then be converted into a tangible __________.a) marketing strategyb) marketing programc) macromarketing programd) micromarketing programe) marketing concept99. After discovering consumers’ needs, marketing’s next
task is to __________.a) create a target market mission statementb) determine consumer demographicsc) translate information about consumer needs into products
that stimulate further discovery of consumer needsd) design product prototypese) develop a value strategy100. Singapore Airlines get to know their customers and understand
their needs and wants by __________.a) get feedback from a random sample of passengers in its
flightsb) carefully study benchmarking studies carried out by
International Air Transport A Associationc) send out researchers to check on competitors airlines
and their flightsd) track and an

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