Learning questions
Download as PPT, PDF2 likes593 views
This document contains 10 learning questions about creating customer value, satisfaction, and loyalty from chapter 5 of the 13th edition of the marketing management textbook by Kotler and Keller. The questions cover key concepts like customer perceived value, customer satisfaction, product and service quality, customer relationship management, database marketing, increasing customer value, and customer retention.
Learning questions
- 1. TOP 10 Learning Questions for Chapter 5: Creating Customer Value, Satisfaction, and Loyalty Cabunilas, Michelle M. 15 April 2011 http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
- 2. 1. It is the difference between the perspective customer’s evaluation of all the benefits and costs of an offering and perceived alternatives. Total Customer Cost Product Benefit Total Customer Benefit Customer Perceived Value Image Benefit http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
- 3. http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed. Customer Perceived Value Image Benefit Psycho. Cost Concept 1: Customer Value, Satisfaction, and Loyalty Personal Benefit Energy Cost Services Benefit Time Cost Product Benefit Total Customer Banefit Monetary Cost Total Customer Cost Determinants Of Customer Perceived Value
- 4. 1. It is the difference between the perspective customer’s evaluation of all the benefits and costs of an offering and perceived alternatives. Total Customer Cost Product Benefit Total Customer Benefit Customer Perceived Value Image Benefit http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
- 5. 2. A person’s feelings of pleasure or disappointment that result from comparing a product’s perceived performance to their expectations. Satisfaction Enthusiasm Relief Melancholy Anxiety http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
- 6. Concept 2: Customer Satisfaction http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed. A person’s feelings of pleasure or disappointment that result from comparing a product’s perceived performance to their expectations. Customers
- 7. 2. A person’s feelings of pleasure or disappointment that result from comparing a product’s perceived performance to their expectations. Satisfaction Enthusiasm Relief Melancholy Anxiety http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
- 8. 3. Which among the five choices is not a measurement technique for customer satisfaction? Periodic Survey Mystery Shopper Loss Rate from Customer One-to-one Marketing Monitoring Performance http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
- 9. Concept 2: Customer Satisfaction http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed. Measurement Techniques for Customer Satisfaction: PERIODIC SURVEYS MYSTERY SHOPPER LOSS RATE FROM CUSTOMERS MONITORING PERFORMANCE
- 10. 3. Which among the five choices is not a measurement technique for customer satisfaction? Periodic Survey Mystery Shopper Loss Rate from Customer One-to-one Marketing Monitoring Performance http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
- 11. 4. It is the total feature and characteristic of a product or service that has an ability to satisfy needs. Performance Marketing Quality Variation None of the Above http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
- 12. Concept 3: Product and Service Quality http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed. WHAT IS Is the total feature and characteristic of a product or service that has an ability to satisfy needs .
- 13. 4. It is the total feature and characteristic of a product or service that has an ability to satisfy needs. Performance Marketing Quality Variation None of the Above http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
- 14. 5. It is the process of managing detailed information about individual customers & all customer “touch point” to maximize customer loyalty. Variation Customer Relationship Management Customizing Differentiation None of the Above http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
- 15. Concept 5: Customer Relationship Management http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed. Process of managing detailed information about individual customers & all customer “touch point” to maximize customer loyalty. Customer encounters the brand and product—from actual experience to personal or mass communications to casual observation.
- 16. 5. It is the process of managing detailed information about individual customers & all customer “touch point” to maximize customer loyalty. Variation Customer Relationship Management Customizing Differentiation None of the Above http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
- 17. 6. It is whre customer encounters the brand and product—from actual experience to personal or mass communications to casual observation. Database Marketing CRM One-to-one Marketing Touch point None of the Above http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
- 18. Concept 5: Customer Relationship Management http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed. Process of managing detailed information about individual customers & all customer “touch point” to maximize customer loyalty. Customer encounters the brand and product—from actual experience to personal or mass communications to casual observation.
- 19. 6. It is whre customer encounters the brand and product—from actual experience to personal or mass communications to casual observation. Database Marketing CRM One-to-one Marketing Touch point None of the Above http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
- 20. 7. It is the process of building, maintaining, and using customer databases to contact, transact, and build customer relationships. Database Marketing Customer Database Marketing Retention None of the Above http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
- 21. Concept 9: Database Marketing http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed. Collection of information about customers that is current, accessible, and actionable for marketing purposes. Process of building, maintaining, and using customer databases to contact, transact, and build customer relationships.
- 22. 7. It is the process of building, maintaining, and using customer databases to contact, transact, and build customer relationships. Database Marketing Customer Database Marketing Retention None of the Above http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
- 23. 8. It is a collection of information about customers that is current, accessible, and actionable for marketing purposes. Database Marketing Customer Database Marketing Retention None of the Above http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
- 24. Concept 9: Database Marketing http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed. Collection of information about customers that is current, accessible, and actionable for marketing purposes. Process of building, maintaining, and using customer databases to contact, transact, and build customer relationships.
- 25. 8. It is a collection of information about customers that is current, accessible, and actionable for marketing purposes. Database Marketing Customer Database Marketing Retention None of the Above http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
- 26. 9. Which among the five are the factors to increase customer value? Making Low Profit Customers more profitable Increase Longevity of Customer Relationship Reduce Customer Defection A and C A, B and C http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
- 27. Concept 7: Increase Customer Value http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed. REDUCE RATE OF CUSTOMER DEFECTION INCREASE LONGEVITY OF CUSTOMER REL. ENHANCING GROWTH POTENTIAL THROUGH “ SHARE OF WALLET”, CROSS-SELLING, AND UP-SELLING MAKING LOW-PROFIT CUSTOMERS MORE PROFITABLE FOCUSING DISPROPORTIONATE EFFORT ON HIGH-VALUE CUSTOMER
- 28. 9. Which among the five are the factors to increase customer value? Making Low Profit Customers more profitable Increase Longevity of Customer Relationship Reduce Customer Defection A and C A, B and C http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
- 29. 10. Customer profit rate increase due to increased purchases, referrals, and price premiums and _____________. In-active Customers Reduced Operating Costs Disqualified Prospects Only A and C None of the Above http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
- 30. Concept 10: Customer Dev’t. Process and Retention Acquired new customers cost five times more than satisfying and retaining current customers. Average company loses 10% of its customer each year. 5% reduction in customer defect rate can increase profits by up to 85% Customer profit rate increase due to increased purchases, referrals, and price premiums and reducedd operating costs. http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
- 31. 10. Customer profit rate increase due to increased purchases, referrals, and price premiums and _____________. In-active Customers Reduced Operating Costs Disqualified Prospects Only A and C None of the Above http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
- 32. TOP 10 Learning Questions for Chapter 5: Creating Customer Value, Satisfaction, and Loyalty Cabunilas, Michelle M. 15 April 2011 http://cabunilasmichelle.blogspot.com Kotler, Keller, Marketing Management, 13th ed.