According to one group of consultants, on average, ____ of customers who defect to competitors say they were satisfied or very satisfied with their former providers.
A) 5 to 25
B) 15 to 35
C) 25 to 45
D) 45 to 65
E) 65 to 85
Question 2If you purchase a notebook computer from Dell, you will note several brand insignias on the outside, such as Dell, Intel, and Microsoft Windows. What type of branding strategy does this example represent?
A) co-branding
B) brand licensing
C) co-marketing
D) brand affinity
E) brand collaboration
Question 3Layla is a salesperson at Mandrin Corp and is preparing to make a sales call. She should use a check-back after she:
A) finishes a feature-benefit sequence.
B) introduces herself.
C) assesses the prospective buyer's interest.
D) closes the purchase deal with the buyer.
E) finishes the sales presentation.
Question 4Which of the following are steps in the planning process that utilizes the Balanced Scorecard and a Strategy Map to build a tightly integrated marketing strategy?
A) Define Financial Objectives.
B) Define the Customer Value Proposition.
C) Identify the Critical Strategic Themes and Internal Processes.
D) All of the answer choices.
E) Both define Financial Objectives and define the Customer Value Proposition.
Question 5The primary contribution of Babich's customer satisfaction models is that it stresses the importance of knowing _____ satisfaction ratings.
A) customer
B) supplier
C) employee
D) competitor
E) stock holder
Question 6Procter & Gamble is well known for its use of __________ branding because every product in P&G's portfolio has a different brand name.
A) differentiated
B) individual
C) corporate
D) segmented
E) family
Question 7Response checks and check-backs are most commonly used:
A) after an entire presentation.
B) following the response to an objection.
C) as a way to uncover needs.
D) when setting appointments.
E) to uncover objections.
Question 8Marketing managers who are flexible and intelligent in dealing with the firm's information and control systems are exhibiting good _____ skills.
A) monitoring
B) allocation
C) interacting
D) organizing
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