Chapter 6 Self-test MCQs

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. According to Umayr Ismail there are five key pillars to bear in mind when building long-term, sustainable customer relationships. Which of the following is one of them?

Low price correct incorrect

Quality correct incorrect

Respect correct incorrect

Care correct incorrect

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. _________ are individuals who are not yet even mildly warm leads for the selling company.

Suspects correct incorrect

Prospects correct incorrect

Clients correct incorrect

Customers correct incorrect

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. _________ should be based upon profitability for firms trying to improve long-term firm performance according to Zeithaml et al (2001).

Bottom of the pyramid correct incorrect

Client possibility pyramid correct incorrect

Customer profitability pyramid correct incorrect

Customer price pyramid correct incorrect

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. Which of the followings is not one of the four levels of the Customer Profitability Pyramid?

Gold correct incorrect

Silver correct incorrect

Iron correct incorrect

Bronze correct incorrect

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. ________ is the client type which only appears to have loyalty to the relationship but may hold the tenuousness of that relationship over the seller's head to maintain some kind of leverage over the seller.

Hostage correct incorrect

Terrorist correct incorrect

Thief correct incorrect

Mercenary correct incorrect

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. There are four dimensions of customer relationship quality in B2B relationships according to Zhang, Watson, and Palmatier (2018) Which of the below is not one of them?

Normality correct incorrect

Trust correct incorrect

Commitment correct incorrect

Dependence correct incorrect

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. What is the best strategy for data collection and analysis?

Relying on raw data rather than really observing and getting to know the customers correct incorrect

Asking customers for information correct incorrect

Combining both transaction data with human data correct incorrect

Collecting data for the sake of data correct incorrect

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. Kotler (2003) explains that there are two ways to strengthen customer retention. Which of the following is one those ways?

Delivering ever-increasing levels of customer satisfaction correct incorrect

Lowering switching barriers correct incorrect

Keeping the same customer satisfaction level correct incorrect

Customer reality management correct incorrect

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. Loyalty schemes can reasonably be expected to do several things for the companies that use them (Nunes and Dreze, 2006). Which of the following is not one of the benefits of loyalty schemes?

Keep customers from defecting correct incorrect

Win a greater share of the wallet correct incorrect

Create competition correct incorrect

Prompt customers to make additional purchases correct incorrect

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. Which of the following is an important step in building customer love?

Transcendence correct incorrect

Encouragement correct incorrect

Encompassing correct incorrect

Enchantment correct incorrect