Chapter 11.5

Question 0

Relationship marketing

Answer 0

Develops and maintains long-term, cost effective exchange relationships with partners.

Question 1

Consumer behavior

Answer 1

Individuals needs and motives, perceptions, attitudes, learned experiences, and self concept.

Question 2

Lifetime value of a customer

Answer 2

Revenues and intangible benefits (referrals and customer feedback) from the customer over the life of the relationship, minus the amount the company must spend to acquire and serve the customer.

Question 3

Frequency marketing

Answer 3

Programs reward purchasers with cash, rebates, merchandise, or other premiums.

Question 4

Affinity programs

Answer 4

Another tool for building emotional links with customers. It is a marketing effort sponsored by an organization that solicitis involvement by individual who share common interests and activities.

Question 5

Comarketing

Answer 5

Two businesses jointly market each other’s products.

Question 6

Cobranding

Answer 6

When two or more businesses link their names to a single product.

Question 7

Customer relationship management (CRM)

Answer 7

Software technology that helps gather, sort, and interpret data about customers.