Relationship marketing focuses on serving existing customers instead of constantly trying to find new customers. The main
Question:
a. existing customers will never change their preferences so the company can continue to sell the exact same product over a long time | ||
b. it is typically less costly to maintain current customer relationships than to convince new potential customers to buy the product or service | ||
c. with relationship marketing the brand's image won't need to be constantly updated | ||
d. existing customers will likely have lower expectations on the product's performance than new customers | ||
e. existing customers are typically willing to pay a higher price for the product than people who are not yet customers |
6. While most people use shampoo, our preferences for what shampoo to buy can differ a lot based on our hair care needs. This illustrates the need for _____________________________.
a. market segmentation | ||
b. a production orientation of marketing | ||
c. marketing mix-ups | ||
d. stratified marketing | ||
e. undifferentiated marketing |
Operations management in the supply chain decisions and cases
ISBN: 978-0077835439
7th edition
Authors: Roger G Schroeder, M. Johnny Rungtusanatham, Susan Meyer Goldstein