1) Which of the following are goals of customer relationship management? a) Personalized treatment of the most valuable customers b) A continuing dialogue with customers c) Achieving customer retention 2) Business marketing relationships vary in terms of their closeness or degree of collaboration. Transactions that are almost, if not entirely, void of a close, collaborative relationship: a) intend to move each partner toward the attainment of some long-term strategic goal. b) do not involve the exchange of money. c) are one-time exchanges of value between two parties with no prior or subsequent interaction. d) involve long-term, contractural commitments. 3) _________exists when one party has confidence in a partner's reliability and integrity. a) relationship commitment b) Solidarity c) Trust d) a strategic alliance 4) B2B marketers track customer loyalty and retention because: a) the cost of serving established customers usually increases. b) all satisfied customers will remain loyal. c) the firm can identify opportunities for expanding the relationship. d) the cost of new customers is often far less than long-standing customers. 5) When a business marketer demonstrates special skills in managing relationships with key customers or by developing innovative strategies with alliance partners, they are trying to create: a) a collaborative exchange b) an arm's length transaction c) a transactional exchange d) an equal advantage

OM1 - Module 10 - Lesson Quiz

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