Larger financial institutions now offer a wide range of services under one roof, from banking to stock trading. These institutions have moved away from increasing their market share to instead focusing on increasing their:
A) share of market.
B) share of relationships.
C) share of customer.
D) relational share.
E) lifetime customer value.
Question 2Grace is a salesperson for a software developing company. She makes it a point to know at least three influential people in each of her customers' companies that can influence purchase decisions. In this scenario, which of the four sequential components of effective follow-up is Grace utilizing?
A) Interact
B) Connect
C) Know
D) Relate
E) Encourage
Question 3All of the following are customer-directed benefits associated with unconditional guarantees except:
A) guarantees that are invoked provide a measurable means of tracking poor service.
B) customers perceive they are getting a better value.
C) the perceived risk associated with the purchase is lower.
D) the consumer perceives the firm to be more reliable.
E) the guarantee helps consumers decide when comparing competing alternatives.
Question 4The PTL Corporation provides long-distance telephone services to consumer and business markets. The company recently initiated a marketing strategy designed to promote customer knowledge and educate customers about the company and its products. The strategy is also designed to prospect for new customers. At what stage of the customer relationship development process does PTL find itself?
A) repeat purchase
B) community
C) awareness
D) advocacy
E) client
Question 5Scott is a salesperson for an automobile manufacturing company. He usually makes an effort to have effective encounters with customers in order to have effective communication between them. He wants his customers to be highly involved in the decision-making process. In this scenario, which of the four sequential components of effective follow-up is Scott utilizing?
A) Interact
B) Connect
C) Understand
D) Relate
E) Encourage
Question 6A specific result guarantee may appear weak compared to the _____ guarantee.
A) conditional
B) implicit
C) explicit
D) unconditional
E) unsolicited
Question 7With respect to competitive advantages, many see __________ as the most important asset that an organization can possess, as it stems from the value generated by the trust, commitment, cooperation, and interdependence among relationship partners.
A) partnership capital
B) integrity
C) relationship capital
D) relational collaboration
E) professionalism
Question 8Long-term relationships are formed between a buyer and a salesperson when:
A) various employees from a selling organization interact with the buyer.
B) the salesperson provides free samples to the buyer during sales calls.
C) the salesperson gets other employees to handle customer complaints in a timely manner.
D) the salesperson gains a purchase commitment from the buyer.
E) multiple buyer-seller interactions occur in which the seller wins the trust of the buyer.
Question 9The most powerful of all guarantees that promises complete customer satisfaction is the _____ guarantee.
A) conditional
B) implicit
C) specific result
D) unconditional
E) unsolicited
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