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Questions and Answers
Which of the following statements about customer satisfaction is true?
Which of the following statements about customer satisfaction is true?
What does RFM analysis primarily base its definition of a customer on?
What does RFM analysis primarily base its definition of a customer on?
In a noncontractual setting, what is a challenge when determining customer inactivity?
In a noncontractual setting, what is a challenge when determining customer inactivity?
Which of the following is an example of a proactive retention campaign?
Which of the following is an example of a proactive retention campaign?
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How does customer loyalty impact a company's profitability?
How does customer loyalty impact a company's profitability?
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What are the potential consequences of offering incentives to customers who are not at risk of leaving?
What are the potential consequences of offering incentives to customers who are not at risk of leaving?
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Which factor is least relevant when organizations evaluate customer interactions in a digital setting?
Which factor is least relevant when organizations evaluate customer interactions in a digital setting?
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What does the Brand Keys loyalty measure assess?
What does the Brand Keys loyalty measure assess?
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What is commonly referred to as the 80/20 rule in business?
What is commonly referred to as the 80/20 rule in business?
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What is a potential drawback of having loyal customers?
What is a potential drawback of having loyal customers?
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Which category represents customers who are highly profitable but only engage with the brand short-term?
Which category represents customers who are highly profitable but only engage with the brand short-term?
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What does Customer Lifetime Value (CLV) represent?
What does Customer Lifetime Value (CLV) represent?
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Which of the following could be a barrier to entry in a market?
Which of the following could be a barrier to entry in a market?
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What misconception might loyal customers have regarding pricing?
What misconception might loyal customers have regarding pricing?
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What is a key aspect to consider when classifying barnacle customers?
What is a key aspect to consider when classifying barnacle customers?
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What does the annual retention rate indicate?
What does the annual retention rate indicate?
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What best describes a core competence?
What best describes a core competence?
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Which of the following is true regarding strategic assets?
Which of the following is true regarding strategic assets?
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What should be considered when companies have multiple brands in their portfolio?
What should be considered when companies have multiple brands in their portfolio?
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What is the primary benefit of an umbrella brand?
What is the primary benefit of an umbrella brand?
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Which type of brand extension involves creating a product within the same category?
Which type of brand extension involves creating a product within the same category?
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What might happen to a company that lacks a clear core competence?
What might happen to a company that lacks a clear core competence?
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What is NOT a purpose of brand extensions?
What is NOT a purpose of brand extensions?
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Which of the following statements about core competence is false?
Which of the following statements about core competence is false?
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What impact does an increase in the annual margin have on expected customer lifetime value (ECLV)?
What impact does an increase in the annual margin have on expected customer lifetime value (ECLV)?
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Which of the following factors leads to a decrease in expected customer lifetime value (ECLV)?
Which of the following factors leads to a decrease in expected customer lifetime value (ECLV)?
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What is a primary reason for the ambiguity surrounding customer acquisition cost?
What is a primary reason for the ambiguity surrounding customer acquisition cost?
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What is the primary goal of loyalty programs?
What is the primary goal of loyalty programs?
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What is the goal gradient hypothesis primarily related to?
What is the goal gradient hypothesis primarily related to?
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Which of the following characteristics tends to benefit from loyalty programs the most?
Which of the following characteristics tends to benefit from loyalty programs the most?
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What is a potential downside of implementing a rewards program?
What is a potential downside of implementing a rewards program?
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Which statement about customer retention rates (r) is correct?
Which statement about customer retention rates (r) is correct?
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What occurs during the growth stage of a product's lifecycle?
What occurs during the growth stage of a product's lifecycle?
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Which of the following is NOT a function of brands?
Which of the following is NOT a function of brands?
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What is a challenge in managing loyalty programs?
What is a challenge in managing loyalty programs?
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What describes the decline stage of a product's lifecycle?
What describes the decline stage of a product's lifecycle?
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What attribute type is often associated with brand loyalty but is hard to evaluate?
What attribute type is often associated with brand loyalty but is hard to evaluate?
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Which of the following best describes the current effort in marketing research?
Which of the following best describes the current effort in marketing research?
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What is a key shortcoming of current marketing strategies?
What is a key shortcoming of current marketing strategies?
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Which aspect is NOT part of the 4 P's of marketing?
Which aspect is NOT part of the 4 P's of marketing?
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Study Notes
Core Competence
- A skill set that is difficult for competitors to imitate.
- Not an output but an input which generates strategic assets.
- These assets ultimately provide benefits for customers.
- Ideally, a core competence provides access to multiple markets.
Caveats
- Strategic assets can be a consequence of core competencies but not always.
- Some companies may not have a core competence at all.
- Companies may not realize they have a core competence or have difficulty defining it.
Brand Architecture: Relationships between Brands in a Company's Portfolio
- A brand architecture is the relationship between different brands in a company's portfolio.
- Umbrella brand: One family of products that all deliver the same higher order benefit.
- Brand extensions: product line, category, branded variant, often used to accommodate different willingness to pay.
Customer Relationship Management
- Modern approach to marketing prioritizes customer relationship management over sales.
- Costs five times less to retain existing customers than acquiring new customers.
Defining and Identifying Customers
- Traditionally based on purchase behavior: recency, frequency, monetary value (RFM) analysis.
- Different industries define "current customer" with different RFM cutoffs.
- Better to combine purchase data with attitude data to identify profitable customers at risk.
- Retention is when the customer continues to interact with the firm, even without monetary exchange.
Determining Customer Base Size
- Different challenges for contractual and non-contractual settings.
- Contractual settings allow for observation of when customers become inactive.
- Non-contractual settings lack this observation time.
- Cohort analysis commonly used to examine retention.
Retention Campaigns
- Proactive and reactive retention campaigns.
- Proactive campaigns often result in false positives and false negatives.
- False negatives miss customers who intend to leave.
- False positives offer incentives to customers who wouldn't have left.
- Acquisition challenge: overcoming existing brand loyalties.
Brand Loyalty
- Deep commitment to repurchase a product or service despite situational influences.
- Positive link between loyalty and profitability but with caveats.
- Some consumers believe loyal customers deserve lower prices than new customers.
- Loyal customers may be more price-sensitive due to increased product knowledge.
Customer Segmentation (Profitability and Tenure)
- Butterflies: High profitability, short-term customers
- Strangers: Low profitability, short-term customers
- True Friends: High profitability, long-term customers
- Barnacles: Low profitability, long-term customers
- Must measure both "size of wallet" and "share of wallet" for barnacles due to indistinguishable internal data.
Customer Lifetime Value (CLV)
- Represents the present value of all future profits generated from a single customer.
- Useful for guiding acquisition and retention strategies.
- Multiple approaches to CLV calculations exist.
- Focus acquisition efforts on retaining customers with high CLV to maximize profitability.
Loyalty Programs
- Advantages: create barriers to exit, encourage greater share of wallet, and stimulate higher than normal purchase behavior.
- Disadvantages: missed sales due to giveaways, administrative costs, and may primarily benefit frequent purchasers who may not require additional discounts.
Challenges in Marketing Research and Practice
- Predicting churn: identifying at-risk customers.
- Determining who, when, and how to target customers.
- Integrating retention programs with broader marketing activities.
- Developing effective strategies to overcome competitor challenges.
Product Life Cycle
- Introduction Stage: Profits are low, competition is light, and sales growth is slow.
- Growth Stage: Rapid market acceptance and significant profit improvement.
- Maturity Stage: Sales slow down, profits stabilize due to high competition, and focus shifts to new product platforms.
- Decline Stage: Sales and profits decrease, and marketing budget is reduced.
Product Attributes
- Search Attributes: Can be evaluated before purchase (e.g., price of a product).
- Experience Attributes: Can only be evaluated after purchase (e.g., how enjoyable a restaurant is).
- Credence Attributes: Difficult to evaluate even after purchase (e.g., quality of medical services).
Interbrand Criteria for Brand Strength:
- Internal clarity about what the brand stands for and a commitment to its importance.
- Customers understand what makes the brand distinctive and generates positive word of mouth.
Functions of Brands
- Simplify search: Brand recognition (e.g., McDonald's logo).
- Enhance value: Name recognition adds value and subtle signals of group membership (e.g., fashion).
- Elicit feelings: Logos, colors, and packaging evoke emotions.
Packaging
- The "fifth P" of the marketing mix.
- Several objectives: brand identification, persuasive information, transport and protection, storage, and a short commercial.
4 P's of Marketing Mix
- Product: Change quality, design, sizes, warranties, return policy, packaging.
- Price: Modify list price, discounts, repayment periods, and financing terms.
- Promotion: Adjust sales force size and advertising campaigns.
- Place: Change distribution channels and accessibility.
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Description
Explore key marketing concepts including core competence and brand architecture. This quiz delves into the intricacies of how a company's strategic assets and relationships between brands shape customer relationship management. Test your knowledge and understanding of these critical elements in marketing strategy.