Financial Management

Download the full ﬁle instantly at hp://testbankinstant.com 50) The portion of the customer's purchasing that a company gets in its product categories is known as ________. A) customer-perceived value B) share of customer C) customer insight D) consumption function E) induced consumption Answer: B Page Ref: 21 Skill: Concept Objective: 1-4 Difficulty: Easy 51) Apart from retaining good customers, most marketers want to constantly increase their "share of customer." What does this mean in marketing terms? A) Marketers want to increase their market share. B) Marketers want to increase the share they get of the customer's purchasing in their product categories. C) Marketers want to diversify their operations and customize their products to cater to the entire market. D) Marketers want to continuously increase their customers' levels of satisfaction. E) Marketers want to turn satisfied customers into delighted customers. Answer: B Page Ref: 21 Skill: Concept Objective: 1-4 Difficulty: Moderate 52) ________ is one of the best ways to increase share of customer. A) Targeting new customers B) Using bait and switch C) Cross-selling D) Divesting E) Partnership marketing Answer: C Page Ref: 21 Skill: Concept Objective: 1-4 Difficulty: Easy Download the full ﬁle instantly at hp://testbankinstant.com Download the full ﬁle instantly at hp://testbankinstant.com 53) Keith, a clothing store owner, offers product suggestions to customers based on their current purchases. Which of the following is Keith targeting to increase? A) shared value B) share of customer C) social responsibility D) customer-generated marketing E) customer loyalty Answer: B Page Ref: 21 Skill: Application Objective: 1-4 Difficulty: Hard 54) Which of the following refers to the total combined customer lifetime value of all of the company's current and potential customers? A) share of customer B) marketing mix C) customer equity D) target market E) customer-perceived value Answer: C Page Ref: 21 Skill: Concept Objective: 1-4 Difficulty: Easy 55) In the context of customer relationship groups, a potentially profitable and short-term customer is referred to as a ________. A) true friend B) butterfly C) stranger D) barnacle E) market maven Answer: B Page Ref: 22 Skill: Concept Objective: 1-4 Difficulty: Easy Download the full ﬁle instantly at hp://testbankinstant.com

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