Question

5.

Relationship marketing focuses on serving existing customers instead of constantly trying to find new customers. The main argument for this approach is that _______________________________________.

		a. existing customers will never change their preferences so the company can continue to sell the exact same product over a long time
		b. it is typically less costly to maintain current customer relationships than to convince new potential customers to buy the product or service
		c. with relationship marketing the brand's image won't need to be constantly updated
		d. existing customers will likely have lower expectations on the product's performance than new customers
		e. existing customers are typically willing to pay a higher price for the product than people who are not yet customers

6. While most people use shampoo, our preferences for what shampoo to buy can differ a lot based on our hair care needs. This illustrates the need for _____________________________.

		a. market segmentation
		b. a production orientation of marketing
		c. marketing mix-ups
		d. stratified marketing
		e. undifferentiated marketing

Answer 1