____________________cost systems reveal the links between performing particular activities and the demands those activities make on the organization's resources.
Fill in the blank(s) with correct word
Question 2Naomi's children are giving her a week at a spa for her seventieth birthday. Their expectations of the services the spa will provide are much higher because they are selecting the spa for their mother's approval rather than for their own use. This is an example of a(n) ____ expectations.
A) derived
B) self-perceived
C) explicit service
D) enduring service
E) transitory service
Question 3What is a major risk of family branding?
A) Overextension
B) Brand ambiguity
C) Improper positioning
D) Lack of differentiation
E) Low brand loyalty
Question 4A testimonial written in story form is known as a(n) _____.
A) customer statement
B) case history
C) analogy
D) example
E) comparison
Question 5Expense-to-sales ratios are analyses of the____________________of marketing operations to determine whether the firm is overspending or underspending.
Fill in the blank(s) with correct word
Question 6Which of the following is NOT a criticism of customer satisfaction research?
A) It focuses on customers' future needs and fails to investigate current needs.
B) It focuses on registered complaints but many customers who defect never relay their complaints.
C) It tends to focus on global attributes and ignores operational elements.
D) It often excludes the firm's employees from the survey process.
E) Customers may not know what they want.
Question 7Brand preference is the strongest degree of brand loyalty.
Indicate whether the statement is true or false
Question 8Which of the following is true of testimonials?
A) They are complaints from current users of a company's products or services.
B) They help prospective buyers decide whether or not they want to move forward with a sales dialogue.
C) They are provided in story form to make it interesting and understandable for prospective buyers.
D) They are similar to statistics but in the form of statements from satisfied users.
E) They can be used even when they are not relevant to prospective buyers.
Question 9Efficiency and effectiveness control is the primary responsibility of____________________managem
ent.
Fill in the blank(s) with correct word
Question 10Inflated satisfaction ratings received from a limited group of respondees is the result of _____ bias.
A) response
B) question
C) social desirability
D) collection
E) limited
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