12 Multiple choice Flashcards

1
Q

True or False:

Customer equity is the extra amount a customer would be willing to pay for a brand versus a generic equivalent

A

False

(It has to be the brand equity to be true)

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2
Q

True or False:

If firms grow their revenues, they always generate shareholder value

A

False

(Does not account for costs (might be higher than revenues) or it could be caused by myopic management)

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3
Q

True or False:

The revenue premium is a metric to measure brand equity

A

True

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4
Q

True or False:

Empirical studies usually conceptualize customer satisfaction as a transaction-based evaluation as compared to a cummulative evaluation

A

False

(Could be measured transaction-based (after a transaction) or
overall (cummulative - across multiple transactions) - overall is more interesting)

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5
Q

True or False:

Hidden action models are one foundation of myopic marketing management

A

True

(as well as hidden information models)

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6
Q

True or False:

The halo effect of sales promotion is the extent to which the promotion increases sales of other product categories in the same store?

A

True

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7
Q

Verständnisfrage:

What is the difference between customer equity & brand equity?

A

ERGÄNZEN

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8
Q

Verständnisfrage:

Under what conditions would revenues not create shareholder value?

A
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9
Q

Verständnisfrage:

What is the difference between transaction-based and cummulative evaluation?

A
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10
Q

Verständnisfrage:

What is customer satisfaction?

A
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11
Q

Verständnisfrage:

Explain - what are hidden action models?

A
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12
Q

Verständnisfrage:

Do promotions, on average, increase shareholder value?

A

No! Only on short-term, but long-term has a negative effect

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