20 Jan 37. The principal responsibility
31. Relationship marketing:
a.applies to B2B selling but not B2C selling
b.applies to B2C selling but not B2B selling
c.non-electronic approaches to building personal relationships in a B2B or B2C environment
d.views the sale as the beginning, not the end, of a relationship
32. A company’s goal should be to: ___________
a.attract the greatest number of customers, realizing some may not profitable
b.maximize market share while reducing costs
c.attract the greatest number of profitable customers
d.maximize transactional revenue
33. CRM is: ___________
a.applicable to acquiring new customers, retaining old customers and win-back strategies
b.only applicable to customer retention and growth
c.primarily concerned with feeding the pipeline with new customers since companies lose many customers each year
d.the forerunner of the 4Ps
34. SCRM adds a ______ component?
a.sustainability
b.systems
c.social media
d.six sigma
35. Which of the following does not apply to relationship marketing?
a.Is viewed as a paradigm shift that has reshaped the entire field of marketing
b.Has paybacks for both the company and its customers
c.Focuses on the sales transaction
d.Focuses on maintaining long-term bonds
36. a.getting new business
b.existing customers
c.infrastructure
d.supplier strategies
37. The principal responsibility of a salesperson is to: ___________
a.record customer actions
b.sell high margin new products
c.create new promotions for their account
d.solve customer problems, serve customers and add value to relatio
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