Marketing at Pepes Pizzeria focuses on the development, growth, and maintenance of cost-effective, high-value relationships with each of its customers. This type of marketing is known as _____.

a. direct marketing b. relationship marketing c. transaction-based marketing d. value-based marketing

The relationship between Pepes Pizzeria and its customers functions at which level of the relationship marketing continuum?

a. Fourth Level b. Third Level c. Second Level d. First Level

Pepes Pizzeria indulges in social interaction and interactive marketing with its customers on Twitter and Facebook. Thus, Pepes Pizzeria builds buyerseller relationships through _____.

a. grassroots marketing b. database marketing c. frequency marketing d. interactive television

If Pepes Pizzeria built its brand equity by letting satisfied customers get the word out about its pizzas to other consumers, the type of marketing initiative used is known as _____.

a. affinity marketing b. ambush marketing c. viral marketing d. direct marketing

How can Pepes Pizzeria determine the costs it incurs to serve each customer and thus develop ways to increase its profitability?

a. By calculating the customer churn b. Through the payback method c. Through tracking rebates, coupons, and credit card purchases d. By calculating the lifetime value of its customers