funeral opps test #3 – Flashcards
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acquisition costs for new costumers are huge
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economic benefits associated with maintaing relationships with current customers
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before launching an advertising campaign
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-conduct market research
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NOT a focus of customer relationship management
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reducing the number of transactional relationships
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effective marketing plan
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-branding -advertising -public relations -publicity
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developing extraordinary customer service
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-using names frequently -custom care -keeping in touch
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sales promotion
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serves as an inducement to buy a certain product or service while typically offering value to customers
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effects of advertising
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-name recognition -attract people to the business -build preference before need -build a good reputation
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brand
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name,term,design,symbol, or any other feature that identifies ones sellers goods or services as distinct from those of other sellers
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problem recognition
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mary began to contemplate her lasts days and thought she should preplan her funeral to make things easier on her children
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good idea to submit a press release to your local newspaper after installing a flag pole and rose garden
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-good press appears to be a third party endorsement of your funeral home -free publicity
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marketing
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process of planning and executing the development,pricing,promotion and distribution of an organizations goods and services
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cognitive dissonance
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having second thoughts on something.ex-having a pink casket
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six p's
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product,price, place, promotion, people, positioning
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transaction relationship
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association b/w a business and a customer that relates to a purchase or a business deal
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demographics
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study of human populations with respect to their size and density, distribution, composition, and income
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personal selling
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sales presentation delivered in a one-on-one manner
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used to measure success of advertising
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-customer behavior -number of items sold -overal sales -NOT-sals trends in community
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economic base
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wealth produced in or near a community that provides employment and income to the local population
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information search and evaluation
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when considering three different funeral homes for her family service
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advertising
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process of making the public aware of the services or commodities that the business has for sale
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consumer decision making
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-post-purchase evaluation -purchase decision -problem recognition NOT-Perceptual categorization
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evaluative criterion
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-location of funeral home -appearance of funeral home -financial cost and terms anser is none of these
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human resource management
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training, developing, motivating, and appraising a sufficient quantity of qualified employees.
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sales volume and price
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total sales revenue of a small business is a direct reflection on
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cost plus markup
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price strategy where you add a predetermined percentage or amount to the cost to you
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package pricing
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price strategy where service and merchandise are bundled together and offered at a set price
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funeral homes serving value oriented families
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-keep overhead low
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advantage of extending credit
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-increase in sales -building up goodwill with customers
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disadvantage of extending credit
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-capital ties up in merchandise -customers pay slowly -increase in overhead answer-all of the above
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cash advance items (NOT)
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-caskets
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sources for info on death related topics
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-lawyer -estate planner -funeral director -insurance agent
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late charges
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funeral homes agreement indicating that a purchase is a "cash transaction" means that the funeral home can add____to the unpaid bill
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funeral homes that extend credit
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-be aware they may experience an increase in bad debt -be aware of federal regulations that are in place to ensure lending practices are not discriminatory -be familiar with customers protection laws requiring creditors to show how finance charges are computes
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truth in lending act
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requires creditors to show how finance charges are computes
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public relations programs
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-tours of funeral home -holiday programs -grief seminars -open houses
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motivation
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goal-directed force that organizes and gives direction to the tension caused by unsatisfied needs
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pacesetting
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sets high standards and expects excellence
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an advantage of empowering
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-strengthen employee morale -better customer service -increase productivity and profits NOT-decrease in the owners free time
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consumerism
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emphasis places on providing costumers products and services that are safe, reliable, and honestly advertised
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empowerment
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delegation of authoirty
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obtaining a vehicle
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-leasing -purchase -livery
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3 types of customer buying motives
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-comfort, convenience, and economy
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boo-boo research
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part of any customer loyalty that reaches out to lost costumers to learn why they took their business elsewhere
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consumerism
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social movement that seeks to strengthen the rights of consumers
