American Express Will Do Almost Anything to Build Long-Term Customer

question 126

Multiple Choice

American Express will do almost anything to build long-term customer loyalty and to capture customer lifetime value. Which of the following competitive marketing strategies is being pursued by American Express?

• A) consumer capitalism
• B) customer equity
• C) product differentiation
• D) product leadership
• E) customer intimacy

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Definitions:

Budgeted Production

An estimate of the number of units that should be produced in a period to meet anticipated sales.

Direct Labor Costs

Expenses associated with the wages and benefits of employees who are directly involved in the production of goods or services.

Budgeted Manufacturing Overhead

Budgeted manufacturing overhead is the estimated amount of indirect costs that are expected to be incurred in the manufacturing process during a specified period.

Direct Labor-hour

A measure of the total amount of time worked by employees directly involved in manufacturing a product or providing a service.