This document contains 10 multiple choice questions about key concepts from Chapter 5 on creating customer value, satisfaction, and loyalty. The questions cover topics like customer perceived value, customer relations management, monitoring customer satisfaction, building customer loyalty, and examples of loyalty programs, branded customer experiences, and highlighting customer perceived value.

1. TOP 10 Learning Questions for Chapter 5 Creating Customer Value, Satisfaction, & Loyalty Erwin L. Isla, M.D., DPBO May 21, 2010

2. 1. ______is based on difference between what customer gets & what he/she gives for the different choices. Customer Perceived Value Product and Service Quality Customer Relations Management Database Marketing Customer Lifetime Value

3. 2. ______ enables companies to provide excellent real-time customer service through effective use of individual account information. Customer Perceived Value Product and Service Quality Customer Relations Management Database Marketing Customer Lifetime Value

4. 3. The following are tools used in monitoring customer satisfaction EXCEPT Periodic Surveys Mystery Shoppers Customer Lifetime Value Mystery Buyers Customer Loss Rate

5. 4. The following can be said about quality EXCEPT a key to value creation a key to customer satisfaction is related to customer lifetime value is the totality of features of a product or service that bear on its ability to satisfy implied needs is interconnected with satisfaction and profitability

6. 5. Which of the following is TRUE? Customer loyalty is the key to customer satisfaction. Monitor customer satisfaction irregularly. Customer satisfaction is a goal and a marketing tool. Customer satisfaction is a goal but not a marketing tool. Customer satisfaction is not goal but a marketing tool.

7. 6. Which of the following is TRUE? Building loyalty is the key to short-term marketing success. Do not listen to erring customers. Internet provides an avenue to praise and bad mouth a company . Building loyalty does not include retention-building activities. It is OK to set customer expectations very high all the time.

8. 7. Mercury Drug uses “Suki Card” to keep customers. This is an example of? Loyalty Program Customer Life-time Value Target Market Niche Market Data Mining

9. 8. Tricare Hospitel providing healthcare services with hotel-like amenities is an example of? Loyalty Program Customer Life-time Value branded customer experience raising expectations Customer Relations Management

10. 9. At Belo’s, patients are always greeted by courteous receptionists and offered beverages. This is an example of? Data Mining managing customer “touch points” to maximize loyalty customer discounts raising expectations value maximizers

11. 10. Asian Eye Institute is one of the most visited eye center in the country because doctors are Harvard trained. This is an example of? Customer Relations Management High Customer Perceived Value Total Customer Satisfaction branded customer experience none of the above

12. TOP 10 Learning Questions for Chapter 5 Creating Customer Value, Satisfaction, & Loyalty Erwin L. Isla, M.D., DPBO May 21, 2010