12 Multiple choice Flashcards
True or False:
Customer equity is the extra amount a customer would be willing to pay for a brand versus a generic equivalent
False
(It has to be the brand equity to be true)
True or False:
If firms grow their revenues, they always generate shareholder value
False
(Does not account for costs (might be higher than revenues) or it could be caused by myopic management)
True or False:
The revenue premium is a metric to measure brand equity
True
True or False:
Empirical studies usually conceptualize customer satisfaction as a transaction-based evaluation as compared to a cummulative evaluation
False
(Could be measured transaction-based (after a transaction) or
overall (cummulative - across multiple transactions) - overall is more interesting)
True or False:
Hidden action models are one foundation of myopic marketing management
True
(as well as hidden information models)
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?
True
Verständnisfrage:
What is the difference between customer equity & brand equity?
ERGÄNZEN
Verständnisfrage:
Under what conditions would revenues not create shareholder value?
Verständnisfrage:
What is the difference between transaction-based and cummulative evaluation?
Verständnisfrage:
What is customer satisfaction?
Verständnisfrage:
Explain - what are hidden action models?
Verständnisfrage:
Do promotions, on average, increase shareholder value?
No! Only on short-term, but long-term has a negative effect