Contemporary Marketing 3rd Canadian Edition By Boone – Test Bank
Appendix B—Relationship Marketing and Customer Relationship Management (CRM)
MULTIPLE CHOICE
- What type of marketing involves the development, growth, and maintenance of cost-effective, high-value interactions with individual customers, suppliers, and other partners over time?
| a. | relationship |
| b. | transaction-based |
| c. | internal |
| d. | community |
ANS: A PTS: 1 DIF: 1 REF: A-8
BLM: Remember NOT: AACSB Analytic | TB&E Model Customer
- Which of the following marketing exchanges remains largely transaction based?
| a. | leasing a car |
| b. | hiring an accountant |
| c. | visiting a doctor |
| d. | purchasing real estate |
ANS: D PTS: 1 DIF: 2 REF: A-8
BLM: Higher Order
NOT: AACSB Reflective Thinking | TB&E Model Customer
- How does relationship marketing view customers?
| a. | as short-term buyers that provide quick profits |
| b. | as part of a one-time buyer-seller relationship |
| c. | as equal partners in a buyer-seller transaction |
| d. | as potential employees |
ANS: C PTS: 1 DIF: 1 REF: A-9
BLM: Higher Order NOT: AACSB Analytic | TB&E Model Customer
- Which of the following is a characteristic of relationship marketing?
| a. | the short-term goal of creating an immediate sale |
| b. | orientation toward added value through superior customer service |
| c. | making purchases based on promotions and other inducements |
| d. | limited communication between buyer and seller |
ANS: B PTS: 1 DIF: 1 REF: A-9
BLM: Remember NOT: AACSB Analytic | TB&E Model Customer
- Which of the following is NOT a characteristic of relationship marketing?
| a. | long-term orientation |
| b. | emphasis on retaining customers |
| c. | low-to-moderate customer contact |
| d. | high degree of customer commitment |
ANS: C PTS: 1 DIF: 1 REF: A-9
BLM: Remember NOT: AACSB Analytic | TB&E Model Customer
- What kind of commitment is necessary in relationship marketing?
| a. | a reduction in the use of technology in favour of one-on-one communication |
| b. | an emphasis on new customers |
| c. | a company-wide initiative |
| d. | conflict between buyers and the company |
ANS: C PTS: 1 DIF: 2 REF: A-9
BLM: Remember NOT: AACSB Analytic | TB&E Model Customer
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