Marketing management Exercises B. rules C. policies 7. companies are acknowledged as the industry leaders and widely admired; they set ambitious goals, communicate to their employees, and embrace a high purpose beyond making money A. Utopian B. Encouraging C. Comparison 8. The primary activities that represent creating value for customers as part of the value chain tool include all of the following except B. operations C. technol D. marketing and sales 9. Some of the ways that a company can seek to increase their profits and sales by searching for new customers include all of the following except A. ads B. reading the obituaries 10. Which of the following descriptions would best characterize a highly satisfied A. Buys more products and services B. Visits competitors on a regular basis C. Try other brands to make sure they are loyal to a company D. Would not complain so they can appear to remain loyal 11. Which of the following would best describe the calculation of a customer's lifetime A. The present value of the stream of future costs expected over the lifetime B. The present value of the stream of future income increases expected over the C. The future value of the stream of future costs expected over the lifetime D. The present value of the stream of future profits expected over the lifetime is the customer's objective assessment of the utility of an offering based on perceptions of its benefits relative to its cost A. Relations equity B. Brand equity 13. There are five different levels of investment n customer-relationship building. They are basic, reactive, proactive, partnership, and what? A. SubjectiveMarketing Management Exercises 7 B. rules C. policies D. culture 7. _______________ companies are acknowledged as the industry leaders and widely admired; they set ambitious goals, communicate to their employees, and embrace a high purpose beyond making money. A. Utopian B. Encouraging C. Comparison D. Visionary 8. The primary activities that represent creating value for customers as part of the value chain tool include all of the following except: A. inbound logistics B. operations C. technology D. marketing and sales 9. Some of the ways that a company can seek to increase their profits and sales by searching for new customers include all of the following except: A. ads B. reading the obituaries C. direct mail D. phone calls 10. Which of the following descriptions would best characterize a highly satisfied customer? A. Buys more products and services B. Visits competitors on a regular basis C. Try other brands to make sure they are loyal to a company D. Would not complain so they can appear to remain loyal 11. Which of the following would best describe the calculation of a customer's lifetime value? A. The present value of the stream of future costs expected over the lifetime B. The present value of the stream of future income increases expected over the lifetime C. The future value of the stream of future costs expected over the lifetime D. The present value of the stream of future profits expected over the lifetime 12. ____________ is the customer's objective assessment of the utility of an offering based on perceptions of its benefits relative to its cost. A. Relations equity B. Brand equity C. Value equity D. Net equity 13. There are five different levels of investment in customer-relationship building. They are basic, reactive, proactive, partnership, and what? A. Subjective