PRACTICE QUESTIONS  MANAGING PROFITABLE CUSTOMER RELATIONSHIPS

Chapter 1

Marketing:

Managing Profitable Customer Relationships

1. Marketing seeks to create and manage profitable customer relationships by delivering _____ to customers. a. competitive prices

b. superior value

c. superior service

d. superior promotion

e. product assortment

2. ______________ is managing profitable customer relationships. a. Management

b. Control

c. Marketing

d. Human resources

e. Customer service

3. The twofold goal of marketing is to attract new customers by promising superior value and to _____. a. keep and grow current customers by delivering satisfaction b. keep and grow current customers by delivering competitive pricing c. keep and grow current customers by delivering friendly service d. keep and grow current customers by delivering vast product assortment e. all of the above

4. Highly successful companies know that