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Question 1.

Harley-Davidson sells more than motorcycles and accessories.  Its dealerships also sell branded clothing and licensed goods.  This expansion of dealership sales offerings is an attempt to increase the value of the customer base by ________.

• enhancing the growth potential of each customer through cross-selling

• making low-profit customers more profitable

• increasing the longevity of the customer relationship

• terminating low-profit customers

• reducing the rate of customer defection

Question 2.

Although actual costs vary from business to business depending on the complexity of the sales process, the most expensive customer acquisition method based on cost per solicitation is ________.

• e-mail

• banner advertisements

• telemarketing

• personal selling

• direct mail
Source  Download
Marketing Management
Edition: 13th
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Answer 1

enhancing the growth potential of each customer through cross-selling

Answer 2

personal selling
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