Chapters 5 and 6 Test
Started: May 24 at 4:54pm
Quiz Instructions
This quiz/test consist of 40 questions. You will have two attempts and will be timed
... [Show More] for 90 minutes.
Question 1 2.5 pts
Examine how customers in a specific segment rate the company's performance against a
specific major competitor on an individual attribute or benefit basis.
Assess the quantitative importance of the different attributes and benefits.
Identify the major attributes and benefits customers value.
Monitor customer values over time.
Assess the company's and competitors' performances on the different customer values
against their rated importance.
Justin conducts a survey on behalf of his firm, Komatsu. In the survey, he asks
prospects to rate Caterpillar and Komatsu branded tractors on their performance on
attributes that are important to the customer. In which step in the customer value
analysis is Justin engaged?
Question 2 2.5 pts
True
False
A marketer who wants to position his line of cameras as the "Cadillac" of all cameras
is focused on connecting with customers.5/24/2020 Quiz: Chapters 5 and 6 Test
https://voorhees.instructure.com/courses/1197/quizzes/2479/take 2/17
Question 3 2.5 pts
True
False
The overall rate of ad blocking on Web browsers is 22 percent.
Question 4 2.5 pts
retention
defection
value
perception
belief
Another term for high customer ________ is customer churn.
Question 5 2.5 pts
reducing the rate of customer defection
increasing the longevity of the customer relationship
enhancing the growth potential of each customer through cross-selling
making low-profit customers more profitable
Sapphire Toys actually sells more than toys. It also sells branded clothing, music
CDs, and books for children. This expansion of dealership sales offerings is an
attempt to increase the value of the customer base by ________.5/24/2020 Quiz: Chapters 5 and 6 Test
https://voorhees.instructure.com/courses/1197/quizzes/2479/take 3/17
terminating low-profit customers
Question 6 2.5 pts
reduce the rate of customer defection
make low-profit customers more profitable
enhance the growth potential for each customer through cross-selling
increase the longevity of the customer relationship
focus disproportionate effort on high-value customers
Many banks and phone companies now charge fees for once-free services to ensure
minimum customer revenue levels. This helps banks to ________.
Question 7 2.5 pts
True
False
Activity-based costing tries to identify the real costs associated with serving each
customer.
Question 8 2.5 pts
cost stream that exceeds by an acceptable amount his revenue stream
revenue stream that exceeds the company's cost stream
A profitable customer yields a ________.5/24/2020 Quiz: Chapters 5 and 6 Test
https://voorhees.instructure.com/courses/1197/quizzes/2479/take 4/17
cost stream that exceeds the company's revenue stream
revenue stream that exceeds by an acceptable amount his cost stream
revenue stream that equals the company's cost stream
Question 9 2.5 pts
2Wheels sends birthday greetings to its best customers and gives them discounts on
merchandise.
2Wheels has a club for its regular customers, organizing cycling events and parties for them.
Though 2Wheels previously offered free delivery, it now charges for deliveries made outside
the city.
2Wheels allows existing customers to upgrade to a newer model at less than the sticker
price by trading in their older model.
2Wheels encourages customers to send in their suggestions for product improvement.
Which of the following is a policy a store can adopt to make low-profit customers
more profitable?
Question 10 2.5 pts
total customer cost
customer-perceived value
value-delivery system
value proposition
TBS Bikes has recently introduced a series of bikes called Surami. The core
positioning of TBS Bikes is "speed." Surami is a five-gear bike, and apart from speed,
the company promises to include other features such as safety, good performance,
and pollution control features. This describes the ________ of the bike.5/24/2020 Quiz: Chapters 5 and 6 Test
https://voorhees.instructure.com/courses/1197/quizzes/2479/take 5/17
total customer benefit
Question 11 2.5 pts
touch point
point of order
point of difference
pivot point
point of parity
A customer ________ is any occasion on which a customer encounters the brand
and product - from actual experience to personal or mass communications to casual
observation.
Question 12 2.5 pts
reservations
frequent-stay programs
room service
laundry service
All of these are touch points [Show Less]