服务营销第八版英文教辅 Test Bank 12.docx

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1、Chapter 12: Managing Relationships and Building LoyaltyQUESTION BANKA. Multiple Choice (QuestionsGENERAL CONTENT1. Which of the following is NOT one of the advantages to incremental profits of a loyal customer?a. Profit from increased purchases.b. Profit from decreased advertising.c. Profit from red

2、uced operating costs.d. Profit from referrals to other customers.2. In the worksheet for calculating customer lifetime value, sources of annual revenues include all of the following EXCEPT.a. annual account feeb. sales c. service fees d. account management3. Steps to building a foundation of loyalty

3、 include all of the following EXCEPTa. delivering customer satisfactionb. delivering service qualityc. acquiring customers who fit the core value propositiond. managing the customer base through effective tiering4. The wheel of loyalty is composed of which of the following three main components? a.

4、Create loyalty bonds, deliver quality service, segment the market.b. Create loyalty bonds, build higher level bonds, deliver quality service.c. Build a foundation for loyalty, create bundling, build higher level bonds.d. Build a foundation for loyalty, create loyalty bonds, reduce churn drivers.5. F

5、irms should not assume that the “right customers” are always the.a. ones that are easily delightedb. high spendersc. average income earnersd. least costly to acquire6. Which of the following is NOT one of the four customer tiers discussed by Zeithaml, Rust, and Lemon?a. Platinum.b. Gold.c. Bronze.d.

6、 Iron.during the year and also able to commit to the timing, scope, and nature of the projects. They make capacity management easy and provide high margins because of the size of the projects. Gold accounts are similar, but represent a more price sensitive segment. These accounts are still fairly la

7、rge, but unwilling to commit to a specified amount of work during the year. Iron accounts spend a moderate amount in research and commission work on a project-by-project basis. They seek the lowest price and often do not allow the research firm time to finish a quality job. Lead accounts request iso

8、lated, low-cost projects, which are quick and dirty, and often invite multiple bids on their business. These accounts also tend to be high maintenance as they do not understand research well enough.7. Gold tier members in British Airways receive a host of benefits for their patronage and the value o

9、f their patronage. Members can be guaranteed a seat in economy class even when a flight is fully booked and the member gives more than 24 hours of notice, essentially bumping another consumer from a lower tier. They receive the highest priority on standbys and advance notification of delays over 4 h

10、ours from the United States or Canada. They are checked in first and may board the aircraft at their leisure. Members are given access to the first class departure lounge even when not flying with British Airways. They receive an additional 50% bonus for air miles and free cabin upgrades for achievi

11、ng a certain amount of points within a year.8. Which of the following are the three main zones of the satisfaction-loyalty relationship?a. Direction, institution, affluence.b. Defection, indifference, affection.c. Detection, affluence, rejection.d. Direction, intention, rejection.9. Which of the fol

12、lowing is NOT one of the strategies for developing loyalty bonds with customers?a. Deepening the relationship.b. Lag-based bonds.c. Social bonds.d. Structural bonds.10. Which of the following is NOT one of the key strategies used to reduce customer defections?a. Eliminate nuisance customers.b. Addre

13、ss key churn drivers.c. Increase switching costs.d. Analyze customer defections and monitor declining accounts.11. The key questions to ask when defining a firms customer relationship strategy include all of the following EXCEPT.a. What is the increase in profit from increase the sharc-of-wallct wit

14、h our current customers?b. How much customization or one-to-one marketing and service delivery is suitable and profitable?c. How will top management feel about our strategy?d. How should our value proposition change to increase customer loyalty?APPLICATION CONTENT12. Vanguards success is measured by

15、 which of the following?a. Low redemption rates.b. High redemption rates.c. Low customer turnover.d. High customer turnover.13. Which of the following is NOT an aspect of ING Directs no-frills strategy?a. High interest rates.b. Offers only a handful of basic products.c. Lures low-maintenance custome

16、rs.d. Increased contact with the bank.14. Common CRM applications include all of the following EXCEPTa. data collectionb. marketing automationc. data entryd. finance automation15. Which of the following is NOT an example of common CRM applications? a. Data collection.b. Data analysis.c. Market reinv

17、estment.d. Sales force automation.16. Common failures in CRM implementation include all of the following EXCEPTa. employee enthusiasm about CRMb. inadequate support from top managementc. inadequate understanding of customer lifetime valued. failure to reengineer business processesB. True/Felse Quest

18、ionsGENERAL CONTENT1. Defection describes customers who stop buying from a company and transfer their brand affinity to another supplier.2. In the B2B context, the smaller firms as a group have a lot of bargaining power.3. Customers remain loyal to a firm because they experience relational benefits.

19、4. Most people can think of dozens of service firms they truly like, and where they are committed to going back to.5. Special treatment benefits include being known by name to the service provider.6. Good relationships start with a good fit between customer needs and company capabilities.7. Successf

20、ul customer relationships cannot be built if a firm is selective about the segments they target.8. Many service firms pul too much emphasis on value without enough consideration of the number of customers they will serve.9. The lead customer tier tends to generate moderate revenue, but only a small

21、amount of business.10. The two ends of the customer satisfaction-loyalty relationship are terrorist and apostle.APPLICATION CONTENT11. DHLs less powerful accounts generate significantly lower profitability than their major accounts.12. Vanguard Group is very careful about acquiring the right type of

22、 customers.13. ING Direct could be called the fast-food model of consumer banking because it is about as no-frills as it can get.14. Customer satisfaction (based on the ACSI) is highly related to the stock price of individual firms.15. Part of British Airways strategy is that customers can earn BA p

23、oints and air miles on other airlines.C. Short Answer QuestionsGENERAL CONTENT1. Discuss the factors that work to create incremental profits.2. Define loyalty in a service context.3. Why do firms benefit from a price premium with loyal customers?4. What are the three clusters of benefits that custom

24、ers derive from relationships with the firm?5. Describe the Iron customer segment discussed by Zeithaml, Rust, and Lemon.6. Explain what a structural bond, means.7. What are the reasons for customer defection according to Susan Keveaney?8. Explain membership relationship.APPLICATION CONTENT9. What d

25、id DHL find out about its large and small accounts?10. Describe how Vanguard Group keeps its costs down to attract the right type of customers.11. Give an example of a firm discussed in the chapter that successfully built a strategy on serving customer segments that were neglected by established pla

26、yers that didnt perceive them as sufficiently “valuable.”12. Describe the difference between miles and points in British Airways.13. Explain how AOL got itself into legal trouble with poor churn management.D. Essay QuestionsGENERAL CONTENT1. Describe analysis of gaps between the actual and potential

27、 value of customers as given by Alan Grant and Leonard Schlesinger.2. Describe the wheel of loyalty.3. Explain the financial and non-financial rewards that encourage customer loyalty.4. Discuss the framework of the five key processes involved in a CRM strategy.APPLICATION CONTENT5. Discuss how Vangu

28、ard Groups pricing is set up to reward the right kind of customers.6. Discuss how tiering helps a leading U.S. market research agency to better understand its customers.7. Discuss the benefits offered by British Airways to its Gold tier members.ANSWER KEYA. MULTIPLE CHOICE QUESTIONSGENERAL CONTENT:1

29、-b, 2-d, 3-a, 4-d, 5-b, 6-c, 7-b, 8-b, 9-a, 10-cAPPLICATION CONTENT:11-a 12-d, 13-d, 14-c, 15-aB. TRUE/FALSEGENERAL CONCEPT:1-F, 2-F, 3-T, 4-F, 5-F, 6-T, 7-F, 8-F, 9-F, 10-TAPPLICATION CONTENT:11-F, 12-T, 13-T, 14-T, 15-TC. SHORT ANSWER QUESTIONSGENERAL CONTENT:1. Profit derived from increased purch

30、ases. Profit from reduced customer service costs. Profit from referrals to other customers. Profit from lower price sensitivity that allow a price premium. Acquisition costs can be amortized over a longer period.2. Loyalty is a customers willingness to continue patronizing a firm over the long-term,

31、 preferably, exclusively, and recommending the firms products to others.3. New customers often benefit from introductory promotional discounts, whereas, longterm customers are more likely to pay regular prices and will pay even more when highly satisfied.4. Confidence benefits, social benefits, and

32、special treatment benefits.5. These are the bulk of the customer base. They give the firm economies of scale, and are often only marginally profitable.6. Structural bonds are mostly seen in B2B settings and aim to stimulate loyally through joint investment and sharing of information, processes, and

33、equipment.7. Core service failures, dissatisfactory service encounters, high, deceptive, or unfair pricing, inconvenience in terms of time, location, or delays, and poor response to service failure.8. A membership relationship is a formalized relationship between the firm and an identifiable custome

34、r, which often provides special benefits to both the parties.APPLICATION CONTENT:9. DHL discovered that each of its major accounts brings a lot of business, but has below average margins. In contrast, its smaller, less powerful accounts show higher profitability.10. Vanguard focuses on index funds t

35、hat create lower management fees and higher longterm returns. They also do little advertising and have a policy of not trading.11. Enterprise Rent-A-Car or Charles Schwab.12. Miles refer to distance flown and are redeemed for air travel rewards. Points earned upgrade members to higher silver or gold

36、 tier memberships.13. AOL rewarded its call center employees with bonuses fbr “saving” over 50 percent of customers who called in to cancel their service. Rather than retain customers through quality service, they attempted to retain them by making it aggravating to leave the service.D. ESSAY QUESTI

37、ONSGENERAL CONTENT:1. Alan Grant and Leonard Schlesinger suggest an analysis of the following gaps between the actual and potential value of customers: What is the current purchasing behavior of customers in each target segment? What would be the impact on sales and profits if they exhibited the ide

38、al behavior profile of (1) buying all services offered by the firm, (2) using these to the exclusion of any purchases from competitors, and (3) paying full price? On an average, how long do customers remain with the firm? What impact would it have if they remained customers for life?2. According to

39、the wheel of loyalty, customer loyalty is derived from three main components. The first is building a foundation fbr loyalty. Here, the market is segmented to match customer needs and firm capabilities, customers are selected to match the core value proposition, services are tiered, and quality serv

40、ice is delivered. The second component is creating customer loyalty bonds. This component involves building social. customized, and structural bonds. It also involves rewarding (financial, recognition, bonuses) and deepening the relationship through cross selling, and bundling of services. The third

41、 component reduces churn drivers through effective complaint handling and increasing switching costs. All of these processes are enabled through frontline staff, account managers, membership programs, and CRM systems.3. Financial rewards are customer incentives that have a financial value (also call

42、ed “hard bcncfts,). Examples include discounts on purchases, loyalty program rewards such as frequent flier miles, and the cash-back programs provided by some credit card issuers. Non-financial rewards (also called “soft benefits)provide benefits that cannot be translated directly into monetary term

43、s. Examples include giving priority to loyalty program members on reservation waitlists and virtual queues in call centers.4. The first key process is strategy development that involves the assessment of business strategy. This is typically the responsibility of top management officials. Once develo

44、ped, it should guide the development of customer strategy, including the choice of target segments and tiers, the design of loyally bonds, and churn management. Value creation, the second process, translates the business and customer strategies into specific propositions. The value to customers incl

45、udes all benefits delivered through tier rewards, loyalty rewards, and customization. Value to the firm should include reduced customer acquisition, retention costs, and increased profit. Multichannel integration is the third process. This simply refers to the need to interact consistently across di

46、fferent interfaces (e.g., face-to-face and online). The fourth process is infbnnation management. A firms ability to maintain multichannel consistency and provide value creation, etc., rests on its management of information. Customer infbnnation (demographics, etc.) and churn information (turnover)

47、are key aspects of information of which firms need to be aware. Finally, performance assessment allows a firm to know how well it is doing with regard to value creation, achieving market and service delivery performance objectives, and its overall CRM process performance.APPLICATION CONTENT:5. For m

48、any of Vanguards investors, only a one-time upfront fee is charged that goes into the fund to compensate all current investors for the administrative costs of selling new shares. The fee basically subsidizes long-term investors, and penalizes short-term investors. They also create Admiral shares for their loyal investors, which carry an expense fee that is one-third lesser than ordinary shares. These efforts result in low administrative and sales costs to the firm, the surplus of which is passed along to their loyal investors.6. This