The logic of the resource-advantage theory

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Reference no: EM132169626

1. Travelocity wants to study the habits of its customers to better predict the kinds of travel packages they will prefer. The company opts for a quantitative study of its customer preferences. Which of the following would it most likely use?

observational studies of how Travelocity customers make use of the entertainment and adventure options they purchase

in-depth interviews with a few customers who are among Travelocity's most loyal customers

Case analyses of some prominent customer situations that Travelocity handled well

an online structured questionnaire for customers who visit the site

2. In a Travelocity commercial, a customer who arrives at a hotel finds he's been given a single room instead of the kind-size room he booked. He calls Travelocity and the company rectifies the mistake immediately. This is an example of

undifferentiated marketing

one-on-one marketing

multi-level marketing

viral marketing

3. Customers interact with Travelocity through the company's website, which is a(n) ________ for Travelocity.

niche

benefit

touchpoint

attribute

4. Despite not being legally obliged to, Travelocity honored $0 tickets to Fiji that were mistakenly sold on the website. Which of the following does this indicate?

Travelocity has a strong customer orientation.

Travelocity's action conforms to the resource-advantage theory.

Travelocity uses a niche marketing strategy.

Travelocity is an undifferentiated marketer.

5. Which of the following Travelocity initiatives best demonstrates that the company has a strong stakeholder orientation over and above its customer orientation?

Travelocity's paying attention to the effectiveness of its partners' sites

Travelocity's customer satisfaction guarantee, its "Customer Bill of Rights"

Travelocity's "Roaming Gnome" advertising campaign

Travelocity honoring the $0 tickets to Fiji that were sold by mistake

6. In which of the following situations does Travelocity go against the logic of the resource-advantage theory?

Travelocity's honoring the $0 tickets to Fiji that were sold by mistake despite no legal obligation to do so

Travelocity's guaranteeing customers that they would receive the services they booked on the site

Travelocity's close focus on ensuring that its partner sites operate at optimum levels

Travelocity's combination of television advertising and online advertising for a website-based business

Reference no: EM132169626

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