战略营销Test-BankChapter-7-Question-Bank-7-28-2017.docx

MarketingStrategy:BasedonFirstPrinciplesandDataAnalytics
1
MarketingStrategy:
BasedonFirstPrinciplesandDataAnalytics
MarketingStrategy:BasedonFirstPrinciplesandDataAnalytics
1
MarketingStrategy:
BasedonFirstPrinciplesandDataAnalytics
QuestionBank
MarketingStrategy:BasedonFirstPrinciplesandDataAnalytics
2
Chapter7QuestionBank
MULTIPLECHOICEQUESTIONS
Relationshipequityincombinationwithbrandsandofferings,inturncanleadto____________
Sustainableadvantage
Sustainablecompetitiveadvantage
Sustainablebrandadvantage
Noneoftheabove
Answer:B
WhichofthesetrendsdecreaseRMstrategiesinacountry?
Shifttogoodseconomies
Increasinguseofmarketingchannels
Increasedglobalcompetition,“metoo”offerings,andfaster“product”commoditization
Alloftheabove
Answer:A
Aggregationofrelationalassetsandliabilities,associatedwiththefirm’sboundary-spanningemployeesandsocialnetworkslinkedtotheofferingisknownas____
RelationshipEquity
Brandequity
Employeeequity
Noneoftheabove
Answer:A
Socialexchangetheoryhasestablishedthat______and______arecentraltostrongbusinessrelationships
Commitment,relationships
Trust,Relationships
Commitment,Trust
Relationships,integrity
Answer:C
Asameanstocreatevaluebeyondwhateachindividualfirmcoulddoonitsown,_____increasescustomers’flexibilityandadaptivenesstosellers’requestsforchanges,information,or________
Reciprocation,Commitment
MarketingStrategy:BasedonFirstPrinciplesandDataAnalytics
3
Commitment,Cooperation
Cooperation,Reciprocation
Noneoftheabove
Answer:C
Adiverse,authoritativecontactportfolioincreasesaseller’sabilitytoeffectchangeinitscustomer’sorganizations_________
RelationshipQuality
RelationshipComposition
RelationshipBreadth
NoneoftheAbove
Answer:B
Coordinated,complementaryactionsbetweenpartnerstoachieveamutualgoaliscalled_________
Relationshiployalty
Empathicbehaviors
Cooperativebehaviors
Noneoftheabove
Answer:C
Thelikelihoodthatcustomerprovidessellerbenefitsinexchangeprocessduetotheirrelationaltiesandattitudesisca