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Innovation & the Customer Experience Chapter Exam

Exam Instructions:

Choose your answers to the questions and click 'Next' to see the next set of questions. You can skip questions if you would like and come back to them later with the yellow "Go To First Skipped Question" button. When you have completed the practice exam, a green submit button will appear. Click it to see your results. Good luck!

Page 1

Question 1 1. Which term best describes a popular marketing strategy that centers around the acquisition, enhancement, and retention of long-term relationships that add value for the organization and the customer?

Question 2 2. How can a business construct a market profile for its target market?

Question 3 3. Why is having a CRM important to a business?

Question 4 4. How does operational CRM differ from analytical CRM?

Question 5 5. Sue likes Luigi's pasta sauce. While shopping, the store is sold out, so Sue waits to purchase pasta sauce another time. This is an example of _____.

Page 2

Question 6 6. Kayla bought butter last week but paid no attention to the brand when she made her purchase. This is an example of _____.

Question 7 7. When consumers rely less on brand familiarity, we refer to this type of purchase as _____.

Question 8 8. Brand familiarity becomes important when shopping for lower-involvement purchases because _____.

Question 9 9. It is crucial for marketers to understand how learning impacts consumer behavior because:

Question 10 10. After seeing a TV advertising campaign for tennis shoes with her favorite song, Candace associates the song with the shoes. This is an example of:

Page 3

Question 11 11. Understanding associations can be helpful for a marketer when determining product positioning because:

Question 12 12. Brand positioning shows marketers how consumers perceive certain brands compared to others in the marketplace. A consumer builds these positions over time through which processes?

Question 13 13. What is a way can money provide happiness, yet you're not spending it on yourself?

Question 14 14. How can money buy time?

Question 15 15. What is a good way to market a product that focuses on the factors of happiness?

Page 4

Question 16 16. What are three things money can buy that lead to happiness?

Question 17 17. Which type of purchase decision is the most likely to result in post-purchase dissonance?

Question 18 18. The majority of tactics marketers can use to help mitigate post-purchase dissonance are part of which one of the four Ps of marketing?

Question 19 19. Understanding post-purchase reactions from different market segments can be useful because:

Question 20 20. What factor or factors determine the level of post-purchase dissonance a consumer will experience?

Page 5

Question 21 21. What does it mean when a company makes its product localized?

Question 22 22. Which of the following is consumer behavior based upon demographic differences?

Question 23 23. The seaside resort of Kingstown has a community that is mostly made up of people aged over 65 years old. Which of the following companies might need to significantly change their products to suit the change in demographics?

Question 24 24. Which of the following is NOT an example of trying to get social value?

Question 25 25. How can you learn more about your customers?

Page 6

Question 26 26. Why is evaluating customer feedback important to getting to know your customers?

Question 27 27. What is a focus group?

Question 28 28. Why is it important to get to know your customers?

Question 29 29. What is a primary focus of a CRM system?

Question 30 30. Sam had a terrible experience at the Surf Hotel on the coast. When planning his beach vacation next year, he chooses the Tidewater Inn. This is an example of _____.

Innovation & the Customer Experience Chapter Exam Instructions

Choose your answers to the questions and click 'Next' to see the next set of questions. You can skip questions if you would like and come back to them later with the yellow "Go To First Skipped Question" button. When you have completed the practice exam, a green submit button will appear. Click it to see your results. Good luck!

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