PART 2: Fill in the following tables:

1. From studying the loyalty matrix, determine which type of customer corresponds to each of the below descriptions: (3 points)

(Possible types: butterflies, barnacles, strangers, true friends)

	Sentence	Type of customer
1.	Our products do not match this type of customers needs. We should not invest in them.
2.	This customer is neither loyal nor profitable.
3.	This type of customer is a loyal and profitable as well. We must give them the best offers.
4.	These customers constantly switch between brands.
5.	This customer is our most treasured type.
6.	Mr. Ahmed is a loyal customer, however we will fire him if we do not gain any profit off of him.

2. Read through the following table and determine the correct marketing mix (4Ps) of service marketing that matches each of the given examples: (6 points)

Component	Example
price
product
promotion
price
place
place

3. Based on your studies , determine the following definitions and choose the right concept that reflects the meaning of each. (4 points)

Letter	Definitions	Concepts
	The set of benefits or values a company promises to deliver to consumers to satisfy their needs.	Customer Equity Value proposition Technology Macro environment Marketing offer Economic environment Marketing Myopia Intermediaries Publics Life time value
	_________________ affect consumer purchasing power and spending patterns.
	Any group that has an actual or potential interest in or impact on an organizations ability to achieve its objectives
	UNCF powerfully markets the idea that A mind is a terrible thing to waste. This is an example of a _________
	The environment changes rapidly, creating new markets and opportunities so as marketers we have to keep up with ____________ in order to better serve our customers.
	Resellers, Physical distribution firms, Marketing services agencies and financial intermediaries are all examples of ________________.
	The total combined customer lifetime values of all the companys current and potential customers.
	Marketers can sometimes make the mistake of being preoccupied with their own products and losing sight of underlying consumer needs.