1. TOP 10 Learning Questions for
Creating Customer Value, Satisfaction
& Loyalty and Ch 5
Joan Soliven
April 15, 2011
http://joansoliven.blogspot.com/

2. 1. Difference between what the
customer gets and what he or she
gives for different possible choices.
A. Customer Satisfaction
B. Good Service
C. Quality
D. Customer Perceived Value
E. Product
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3. Customer Perceived Value
Difference between what the customer
gets and what he or she gives for
different possible choices.
Source: Marketing Management 13th Edition by Philip Kotler
http://joansoliven.blogspot.com/

4. Consumers are more educated and
informed, they seek out superior
alternatives
Dell offering better service than HP, they
outpaced HP before in terms of customer
perceived value.
Source: Marketing Management 13th Edition by Philip Kotler

5. 1. Difference between what the
customer gets and what he or she
gives for different possible choices.
A. Customer Satisfaction
B. Good Service
C. Quality Product
D. Customer Perceived Value
E. Product
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6. 2. How do the Modern-Customer
oriented org. chart are arranged?
A. C.
B. D.
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7. Successful Companies follow the
Modern Customer-oriented Org. Chart
Customers
Front-line people
Middle
Management
Top
Management
Source: Marketing Management 13th Edition by Philip Kotler
http://joansoliven.blogspot.com/

8. Everyone in the company has their own
role that aims to satisfy the customer
meet serve and satisfy
customers
support the frontline
people
Hire and support good middle
Managers
Source: Marketing Management 13th Edition by Philip Kotler
http://joansoliven.blogspot.com/

9. 2. How do the Modern-Customer
oriented org. chart are arranged?
A. C.
B. D.
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10. 3. It is the feeling of satisfaction or
dissatisfaction of the customer from a product’s
outcome versus customer’s expectation.
A. Customer Satisfaction
B. Customer Loyalty
C. Customer Perceived Value
D. Customer Retention
E. Customer Survey
http://joansoliven.blogspot.com/

11. Customer Satisfaction
The feeling of satisfaction or dissatisfaction of
the customer from a product’s outcome versus
customer’s expectation.
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12. Characteristics of Highly
Satisfied customers
 Stays loyal longer  Pay less attention to
competing brands
 Buys more
 Less sensitive to price
 Upgrades existing
product  Offers product and
service idea
 Talks favorably
to others
Source: Marketing Management 13th Edition by Philip Kotler

13. 3. It is the feeling of satisfaction or
dissatisfaction of the customer from a product’s
outcome versus customer’s expectation.
A. Customer Satisfaction
B. Customer Loyalty
C. Customer Perceived Value
D. Customer Retention
E. Customer Survey
http://joansoliven.blogspot.com/

14. 3. Which of these is a measurement
of customer satisfaction?
A. Customer loss Rate
B. Product Tasting
C. Mystery Shopper
D. Periodic Surveys
E. Monitor Competitive Performance
http://joansoliven.blogspot.com/

15. Measurement for
Customer Satisfaction
Periodic Surveys
Customer Loss Rate
Mystery Shoppers
Monitor Competitive Performance
Source: Marketing Management 13th Edition by Philip Kotler
http://joansoliven.blogspot.com/

16. Measurement for
Customer Satisfaction
Periodic Surveys Customer Loss Mystery Monitor
Rate Shopper Competitive
-Track customer
satisfaction - experience
Performance
-To find out why
they stop buying company’s - find out the customer
& competitor’s Satisfaction rate of
Products & service Competitors.
Source: Marketing Management 13th Edition by Philip Kotler
http://joansoliven.blogspot.com/

17. 3. Which of these is a measurement
of customer satisfaction?
A. Customer loss Rate
B. Product Tasting
C. Mystery Shopper
D. Customer Loss Rate
E. Monitor Competitive Performance
http://joansoliven.blogspot.com/

18. 4. It is the totality of features and
characteristics of a product or service that
bear of its ability to satisfy needs.
A. Appearance
B. Specifications
C. Image
D. Quality
E. Value
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19. Customer Satisfaction
depends on Quality
Quality is the totality of features
and characteristics of a product or
service that bear of its ability to
satisfy needs.
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20. 4. It is the totality of features and
characteristics of a product or service that
bear of its ability to satisfy needs.
A. Appearance
B. Specifications
C. Image
D. Quality
E. Value
http://joansoliven.blogspot.com/

21. Impact of Quality
These 3 are interrelated with each other
Product and
Service
Quality
Company Customer
Profitability Satisfaction
Source: Marketing Management 13th Edition by Philip Kotler
http://joansoliven.blogspot.com/

22. 5. The process of carefully managing detailed
information about individual customers and
all customer touch points to maximize
customer loyalty.
A. Monitoring Satisfaction
B. Maximizing Customer Lifetime Value
C. Customer Relationship Management
D. Customer Profitability
E. Building Loyalty
http://joansoliven.blogspot.com/

23. Customer Relationship Management
The process of carefully managing detailed
information about individual customers and all
customer ”touch points” to maximize customer
loyalty.
Source: Marketing Management 13th Edition by Philip Kotler
http://joansoliven.blogspot.com/

24. Excellent Real-time Customer Service
through the effective use of information
Market offerings
Services
Programs
Messages
Media
Source: Marketing Management 13th Edition by Philip Kotler
http://joansoliven.blogspot.com/

25. 5. The process of carefully managing detailed
information about individual customers and
all customer touch points to maximize
customer loyalty.
A. Monitoring Satisfaction
B. Maximizing Customer Lifetime Value
C. Customer Relationship Management
D. Customer Profitability
E. Building Loyalty
http://joansoliven.blogspot.com/

26. 6. Terminating low-profit customers and
focusing more effort on high profit customers
are one of the ways of increasing _________
A. Value of Product
B. Market segmentation
C. Market share
D. Value of Customer Base
E. Market Value
http://joansoliven.blogspot.com/

27. 6. Increasing Value of
Customer Base by:
 Reduce the rate of  Terminate low-profit
defection customers
 Increase longevity of
relationship  Focus more effort on high
profit customers
 Enhance ”share of wallet”
Source: Marketing Management 13th Edition by Philip Kotler
http://joansoliven.blogspot.com/

28. 6. Increasing Value of
Customer Base by:
 Terminate low-profit customers = Encourage to buy more
or terminate them
 Enhance ”share of wallet” = Increase sales by
providing new offerings
An opportunities.
Source: Marketing Management 13th Edition by Philip Kotler
http://joansoliven.blogspot.com/

29. 6. Terminating low-profit customers and
focusing more effort on high profit customers
is one of the ways of increasing _________
A. Value of Product
B. Market segmentation
C. Market share
D. Value of Customer Base
E. Market Value

30. 7. Which step on the customer development
process that company should provide a
special and knowledgeable treatment to
customer?
A. Members
B. Advocates
C. Repeat Customers
D. Clients
E. First-time customers

31. 7.Customer Development Process
Inactive or
Ex-customers
First-time
Potentials customers Clients Advocates
Prospects Repeat Members Partners
Customers
Source: Marketing Management 13th Edition by Philip Kotler
http://joansoliven.blogspot.com/

32. Behavior of Customer in the
Customer-Development Process
 Clients - needs to be treated special
 Members – enjoying the benefits
 Advocates – recommending the product
 Partners
First-time
Potentials customers Clients Advocates
Prospects Repeat Members Partners
Customers
Source: Marketing Management 13th Edition by Philip Kotler
http://joansoliven.blogspot.com/

33. 7. Which step on the customer development
process that company should provide a
special and knowledgeable treatment to
customer?
A. Members
B. Advocates
C. Repeat Customers
D. Clients
E. First-time customers
http://joansoliven.blogspot.com/

34. 8. Which step on the customer development
process that the costumer recommends the
product?
A. Members
B. Advocates
C. Repeat Customers
D. Clients
E. First-time customers
http://joansoliven.blogspot.com/

35. 7.Customer Development Process
Inactive or
Ex-customers
First-time
Potentials customers Clients Advocates
Prospects Repeat Members Partners
Customers
Source: Marketing Management 13th Edition by Philip Kotler
http://joansoliven.blogspot.com/

36. Behavior of Customer in the
Customer-Development Process
 Potentials – interested
 Prospects – motivated
 First-time & repeat customers – needs to be
encourage through marketing efforts
First-time
Potentials customers Clients Advocates
Prospects Repeat Members Partners
Customers
Source: Marketing Management 13th Edition by Philip Kotler
http://joansoliven.blogspot.com/

37. 8. Which step on the customer development
process that the costumer recommends the
product?
A. Members
B. Advocates
C. Repeat Customers
D. Clients
E. Partners
http://joansoliven.blogspot.com/

38. 9. Maintaining Customer is better
than_______________
A. Partnering with customer
B. Acquiring New customer
C. Making customer an advocate
D. Making customer a member
E. Terminating the customer
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39. Maintaining Customer is better
than Acquiring Customer
 Acquiring customers can cost 5X more than
retaining them.
 The average customer loses 10% of its
customer each year.
 A 5% reduction to the customer defection
rate can increase profits by 25% to 75%.
 The customer profit rate increases over the
life of a retained customer.
Source: Marketing Management 13th Edition by Philip Kotler
http://joansoliven.blogspot.com/

40. 9. Maintaining Customer is better
than_______________
A. Partnering with customer
B. Acquiring New customer
C. Making customer an advocate
D. Making customer a member
E. Terminating the customer
http://joansoliven.blogspot.com/

41. 10. Which is not one of the ways in
using Database?
A. Identify Prospects
B. Target Offers
C. Avoid Mistakes
D. Deepen Loyalty
E. Know Competitors
http://joansoliven.blogspot.com/

42. Five Ways in using Database
To identify prospects
To target offers
To deepen loyalty
To reactive customers
To avoid mistakes
Source: Marketing Management 13th Edition by Philip Kotler
http://joansoliven.blogspot.com/

43. 10. Which is not one of the ways in
using Database?
A. Identify Prospects
B. Target Offers
C. Avoid Mistakes
D. Deepen Loyalty
E. Know Competitors
http://joansoliven.blogspot.com/

44. TOP 10 Learning Questions for
Creating Customer Value, Satisfaction
& Loyalty and Ch 5
Joan Soliven
April 15, 2011
http://joansoliven.blogspot.com/