-
Explain the differences between customer satisfaction and total
customer satisfaction. Use examples based on your personal experiences
(or those of people close to you) to illustrate these differences.
-
Explain the costs that are undertaken during the “investment
phase” of lifetime-customer value development (see Figure 6.1).
Provide examples of the marketing efforts associated with these costs.
-
Explain what is meant by trust in the context of consumer purchasing
(see Figure 6.3) and what role it plays in building a business’
profit and market value.
-
Explain how competitive forces highlight the importance of providing
value to consumers.
-
Suppose you are an administrator at the university you are currently
attending and you have been assigned the task of benchmarking your
university versus others in the same geographic region. Conduct the
planning stage of the benchmarking process by going through its first
two steps based on your existing knowledge and, for step three, identifying
what other types of information you would need to collect in order
to move to the analysis stage.
-
List the five categories of activities undertaken with relationship
marketing and provide examples of each based on your personal experiences
(or those of people close to you).
-
Review the information in Table 6.3 concerning the transactional
and relationship views of marketing. Select the three differences
between them that you think are most critical, and rationalize your
selection (i.e. explain why you think these are the most critical
differences).
