Marketing: Managing
Profitable Customer
Relationships
Chapter 1
Marketing: Managing Profitable Customer Relationships
Multiple Choice
1. Marketing seeks to create and manage profitable customer relationships by delivering
to customers.
a. competitive prices
b. superior value
c. superior service
d. superior promotion
(b; Easy; p. 5)
2. The marketing manager at Sunshine Car Washes is holding a training session for new
employees. She stresses that perhaps the most important concept of modern
marketing is .
a. customer relationship management
b. e-mail advertising
c. a quality Web site
d. properly trained sales people
(a; Moderate; p. 15)
3. This business is now the best-known name on the Net.
a. Barnes and Noble
b. Microsoft
c. Amazon.com
d. America Online
(c; Easy; p. 3)
4. Jeff Bezos, founder of Amazon.com, wants to deliver a to every customer.
a. special experience
b. superior value
c. wide selection of products
d. none of the above
(a; Easy; p. 4)
5. Amazon.com delivers all of the following benefits except one. Choose it.
a. huge selection
1
,Marketing: Managing
Profitable Customer
Relationships
b. good value
c. convenience
d. no refund, credit only policy
(d; Challenging; p. 3)
2
, Marketing: Managing
Profitable Customer
Relationships
6. Selling on the Web presents serious challenges. Amazon.com has made large initial
investments in computer systems, distribution centers, and .
a. customer acquisition
b. inventory
c. employee training
d. employee benefits
(a; Moderate; p. 4)
7. Many experts predict that the future will belong to retailers who offer both
“clicks” and .
a. major discounts
b. bricks
c. superior locations
d. superior promotion
(b; Easy; p. 4)
8. You have learned at work that today’s successful companies at all levels have one
thing in common: they are strongly customer focused and heavily committed to
.
a. obtaining the best CEOs
b. increasing wealth to stockholders
c. marketing
d. employee motivation
(c; Moderate; p. 5)
9. is managing profitable customer relationships.
a. Management
b. Control
c. Marketing
d. Human Resources
(c; Easy; p. 5)
10. The twofold goal of marketing is to attract new customers by promising
superior value and to .
a. keep and grow current customers by delivering satisfaction
b. keep and grow current customers by delivering competitive pricing
c. keep and grow current customers by delivering friendly service
d. all of the above
(a; Challenging; p. 5)
3
Profitable Customer
Relationships
Chapter 1
Marketing: Managing Profitable Customer Relationships
Multiple Choice
1. Marketing seeks to create and manage profitable customer relationships by delivering
to customers.
a. competitive prices
b. superior value
c. superior service
d. superior promotion
(b; Easy; p. 5)
2. The marketing manager at Sunshine Car Washes is holding a training session for new
employees. She stresses that perhaps the most important concept of modern
marketing is .
a. customer relationship management
b. e-mail advertising
c. a quality Web site
d. properly trained sales people
(a; Moderate; p. 15)
3. This business is now the best-known name on the Net.
a. Barnes and Noble
b. Microsoft
c. Amazon.com
d. America Online
(c; Easy; p. 3)
4. Jeff Bezos, founder of Amazon.com, wants to deliver a to every customer.
a. special experience
b. superior value
c. wide selection of products
d. none of the above
(a; Easy; p. 4)
5. Amazon.com delivers all of the following benefits except one. Choose it.
a. huge selection
1
,Marketing: Managing
Profitable Customer
Relationships
b. good value
c. convenience
d. no refund, credit only policy
(d; Challenging; p. 3)
2
, Marketing: Managing
Profitable Customer
Relationships
6. Selling on the Web presents serious challenges. Amazon.com has made large initial
investments in computer systems, distribution centers, and .
a. customer acquisition
b. inventory
c. employee training
d. employee benefits
(a; Moderate; p. 4)
7. Many experts predict that the future will belong to retailers who offer both
“clicks” and .
a. major discounts
b. bricks
c. superior locations
d. superior promotion
(b; Easy; p. 4)
8. You have learned at work that today’s successful companies at all levels have one
thing in common: they are strongly customer focused and heavily committed to
.
a. obtaining the best CEOs
b. increasing wealth to stockholders
c. marketing
d. employee motivation
(c; Moderate; p. 5)
9. is managing profitable customer relationships.
a. Management
b. Control
c. Marketing
d. Human Resources
(c; Easy; p. 5)
10. The twofold goal of marketing is to attract new customers by promising
superior value and to .
a. keep and grow current customers by delivering satisfaction
b. keep and grow current customers by delivering competitive pricing
c. keep and grow current customers by delivering friendly service
d. all of the above
(a; Challenging; p. 5)
3
