Marketing management Exercises B. Accountable D. Accounting 14. Creating structural ties with customers is a long-term process for a company. Which of the following would not be a good suggestion for creating those ties? A. Concentrate on current sales B. Create long-term contracts C. Charge a lower price to consumers who buy larger supplies D. Turn the product into a long-term service 15.A advantage is one that a company can use as a springboard to new advantages B. relationshi D. leverageable II True or False 1. Total customer value is the bundle of costs customers expect to incur in evaluating obtaining, using, and disposing of the given market offering.(F) 2. A person,'s feelings of pleasure or disappointment resulting from comparing a product's performance (or outcome) in relation to his or her own performance(or outcome)is called satisfaction. (F) 3. Customer expectations are created by buying experience, friends and associates advice, and marketers'and competitors' information and promises 4. A value inquest consists of the whole cluster of benefits the company promises to deliver; it is more than the core positioning of the offering.(F 5. One of the tools used to track and measure customer satisf action is a complaint and estion sy 6. Companies that navig ate all the pitfalls to reach their customer value and satisfaction goals are called high-performance companies (T) 7. Examples of resources that a company can use to carry on its business processes are labor, materials, and information. 8. The shared stories, experiences, beliefs, and norms that every employee has and shares within a company are called policies. (F) 9. Visionary companies are acknowledged industry leaders and are widely admired, set ambitious goals, communicate to their employees, and embrace a high purpose beyond making money. D) 10. A value chain is a tool used by a company to identify ways to create more customer value through its activities. T) 11. The process of calculating a company's customer defection rate is called customer scrambling.(F) 12. A highly satisfied consumer stays loyal longer, buys more products talks favorably about the company, and shops at competitors regularly to keep up with priceMarketing Management Exercises 8 B. Accountable C. Objective D. Accounting 14. Creating structural ties with customers is a long-term process for a company. Which of the following would not be a good suggestion for creating those ties? A. Concentrate on current sales B. Create long-term contracts C. Charge a lower price to consumers who buy larger supplies D. Turn the product into a long-term service 15. A _________________ advantage is one that a company can use as a springboard to new advantages. A. customer B. relationship C. contractual D. leverageable ⅡTrue or False 1. Total customer value is the bundle of costs customers expect to incur in evaluating, obtaining, using, and disposing of the given market offering. (F) 2. A person's feelings of pleasure or disappointment resulting from comparing a product's performance (or outcome) in relation to his or her own performance (or outcome) is called satisfaction. (F) 3. Customer expectations are created by buying experience, friends' and associates' advice, and marketers' and competitors' information and promises. (T) 4. A value inquest consists of the whole cluster of benefits the company promises to deliver; it is more than the core positioning of the offering. (F) 5. One of the tools used to track and measure customer satisfaction is a complaint and suggestion system. (T) 6. Companies that navigate all the pitfalls to reach their customer value and satisfaction goals are called high-performance companies. (T) 7. Examples of resources that a company can use to carry on its business processes are labor, materials, and information. (T) 8. The shared stories, experiences, beliefs, and norms that every employee has and shares within a company are called policies. (F) 9. Visionary companies are acknowledged industry leaders and are widely admired, set ambitious goals, communicate to their employees, and embrace a high purpose beyond making money. (T) 10. A value chain is a tool used by a company to identify ways to create more customer value through its activities. (T) 11. The process of calculating a company's customer defection rate is called customer scrambling. (F) 12. A highly satisfied consumer stays loyal longer, buys more products talks favorably about the company, and shops at competitors regularly to keep up with price