CH 10

1. A firm can improve the speed and efficiency of its supply chain COORDINATING ITS OPERATIONS WITH THOSE OF OTHER MEMBERS OF THE2. The ultimate expression of relationship marketing in the business-to-business sector is a STRATEGIC ALLIANCE 3. If a customer buys an average of two paperback books per month $1264. Third-level relationship marketing programs usually aim to create STRUCTURAL CHANGES 5. Relationship marketing implies A COMPANY-WIDE COMMITMENT 6. The goal of developing a worthwhile relationship marketing A COMPANY CHANGE ITS ORGANIZATIONAL PHILOSOPHY7. A video store runs a Frequent Renter program. The store issues coupons . FIVE MONTHS 8. A biotechnology company and a medical school have formed a LATERAL 9. A program that enables satisfied customers get the word out about VIRAL 10. Long-term customers are usually MORE VALUABLE ASSETS THAN NEW ONES BECAUSE THEY BUY MORE AND COST LESS TO SERVE11. Which of the following is an important competitive advantage that results IMPROVED CONFLICT RESOLUTION WITHIN THE CHAIN12. Proctor & Gamble pays special attention to the needs of national retailers NATIONAL ACCOUNT SELLING 13. A cooperative relationship formed between businesses . IS USUALLY LESS FORMAL THAN A JOINT VENTURE 14. Which of the following products has the highest annual NEWSPAPER SUBSCRIPTIONS 15. Which of the following implies the highest form of buyer CUSTOMER RELATIONSHIP MANAGEMENT 16. Internal marketing programs . ATTEMPT TO CREATE SATISFIED EMPLOYEES 17. At the second level of the development of a buyer-seller PERSONALIZING THE RELATIONSHIP BY REACHING OUT TO THE CUSTOMER18. An example of a first-level relationship marketing program would TWO-FOR-ONE DEAL ON AIRLINE TICKETS 19. Properly used, databases have the capacity to IDENTIFY A FIRM'S MOST PROFITABLE CUSTOMERS 20. Companies should not avoid complaining customers because COMPLAINTS HANDLED PROMPTLY AND EFFECTIVELY COULD LEAD TO