Marketing management Exercises Ch2. Building Customer Satisfaction, Value, and Retention I Multiple Choice is the difference between the prospective cus tomer's evaluation of all the benefits and all the costs of an offering as compared to the perceived alternatives A. Total customer value B. Customer perceived value C. Total customer cost D. Customer gains 2. Customers develop their expectations about a product they will purchase from all of the following sources except A. unread e-mail B. friends C. past experience 3. Which of the following is not a tool for tracking and measuring customer satisfaction? A. Complaint and suggestion systems B. Customer satisfaction surveys Ghost she D. All of the above 4 companies are increasingly focusing on the need to manage core siness processes such as new-product development, customer attraction and retention and order fulfillment. A. Big B. High-profile ormance D. Highly competitive 5. Which of the following are not resources that are needed by companies to carry out its business processes? A. lab B. commercials D. information A company's consists of its structures, policies, and corporate culture, all of which can be dysfunctional in a rapidly changing business environment AMarketing Management Exercises 6 Ch2. Building Customer Satisfaction, Value, and Retention ⅠMultiple Choice 1. _________________ is the difference between the prospective customer's evaluation of all the benefits and all the costs of an offering as compared to the perceived alternatives. A. Total customer value B. Customer perceived value C. Total customer cost D. Customer gains 2. Customers develop their expectations about a product they will purchase from all of the following sources except: A. unread e-mail B. friends C. past experience D. peers 3. Which of the following is not a tool for tracking and measuring customer satisfaction? A. Complaint and suggestion systems B. Customer satisfaction surveys C. Ghost shopping D. All of the above 4. ___________ companies are increasingly focusing on the need to manage core business processes such as new-product development, customer attraction and retention, and order fulfillment. A. Big B. High-profile C. High-performance D. Highly competitive 5. Which of the following are not resources that are needed by companies to carry out its business processes? A. labor B. commercials C. materials D. information 6. A company's _________ consists of its structures, policies, and corporate culture, all of which can be dysfunctional in a rapidly changing business environment. A. organization