Question 1

Sara is the marketing manager of a small HR consultancy firm. She is in the process of implementing the use of a database to assist her company in its marketing efforts. List five ways in which she might be able to use the database for marketing efforts.

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Question 2

Cellular carriers are plagued by "spinners," customers who switch carriers at least three times a year looking for the best deal. List some of the reasons by defecting customers.

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Question 3

Today, companies are increasingly concerned about customer defection. There are three main steps a company can take to reduce the defection rate. Characterize those three steps.

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Question 4

If the real price of anything is the toil and trouble of acquiring it, how can a marketer reduce total customer cost in order to increase customer perceived value?

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Question 5

Explain how a company frequency program might work for a grocery store chain.

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Question 6

List four items a business database should contain.

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Question 7

List three things Boston Pizza did to interact with customers (listening to customers) to improve loyalty and retention.

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Question 8

Compare and contrast the traditional organizational chart for an organization against the modern customer-oriented organization chart.

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Question 9

Name five customer touch points that Four Seasons hotels could use to maximize customer loyalty.

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Question 10

Provide a customer-centred definition of the term quality, explain why it is the key to value creation and customer satisfaction, as well as the two responsibilities marketing managers have in a quality-centred company.

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Question 11

List the stages of marketing funnel in attracting and retaining customers.

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Question 12

Describe the concept of competitive advantage. Discuss the differences between competitive advantage and leverageable advantage.

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Question 13

Using European automobile giant Volvo as your illustration, create a value proposition for the company. Be sure to base your proposition on established company core positions and values.

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Question 14

When a company like HBC sends out automatic Christmas shopping reminders or off-season promotions, which of the five ways to use databases applies?

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Question 15

Since January 1, 2004, Canadian marketers must comply with the Personal Information Protection and Electronic Documents Act. What limitations for marketers does the act include?

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Question 16

Marta Beckta is a very successful real estate salesperson. Ms. Beckta contacts her customers from time to time with suggestions about how to improve the value of their homes or about new listings in their neighbourhood. Ms. Beckta is investing is building loyalty through which of the five different levels?

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Question 17

Name and explain the three classifications (tires) of customers in customer profitability analysis using Activity-Based Costing. How should a marketer with customers in all three tiers proceed with this information?

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Question 18

When managers at companies like Cisco Systems, Petro-Canada, and eBay seeks profits, what should they consider as their company's only true "profit centre"?

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Question 19

Customer perceived value is based on two components. Explain these two components and apply these value concepts to the pricing of a Caterpillar tractor.

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Question 20

Explain how online retailers such as Zazzle and CafePress has been employing the concept of mass customization.

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Quiz 5: Creating Long term Loyalty Relationships