Customer Relationship QuizOnline version Test your knowledge on customer relationship groups and customer equity in marketing! by sarah ayyad 1 What are 'butterflies' in customer relationship management? a Customers who are loyal and profitable. b Customers who are profitable but not loyal. c Customers who are neither loyal nor profitable. d Customers who are loyal but not profitable. 2 Which group represents loyal and profitable customers? a Barnacles. b Strangers. c Butterflies. d True friends. 3 What characterizes 'barnacles' in customer relationship groups? a Customers who are highly profitable and loyal. b Customers who are profitable but not loyal. c Customers who are loyal but not very profitable. d Customers who are neither loyal nor profitable. 4 Who are considered 'strangers' in customer relationship management? a Customers who are loyal but not profitable. b Customers who are loyal and profitable. c Customers who are neither loyal nor profitable. d Customers who are profitable but not loyal. 5 What is customer equity? a The number of customers in each segment. b The total sales revenue from all customers. c The total combined customer lifetime values of all customers. d The average profit from each customer. 6 Which group should marketers focus on to maximize profitability? a Strangers. b True friends. c Barnacles. d Butterflies. 7 What is a key strategy for managing 'butterflies'? a Maximize short-term profits. b Reduce marketing costs. c Build long-term relationships. d Increase loyalty programs. 8 Why are 'barnacles' often targeted for upselling? a They are loyal but not very profitable. b They are not loyal. c They are new customers. d They are highly profitable. 9 What is a common approach to 'strangers'? a Convert them into potential customers. b Focus on their lifetime value. c Upsell them on premium products. d Retain them as loyal customers. 10 Which customer group is least likely to generate future profits? a Butterflies. b True friends. c Barnacles. d Strangers.
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