Effective performance standards must reflect the uniqueness of the firm and its resources.
Indicate whether the statement is true or false
Question 2To overpromise and underdeliver to a customer is an example of a(n) _____.
A) enhancer
B) service motivator
C) service quality
D) service strategy
E) detractor
Question 3An unwritten, unspoken guarantee that establishes an understanding between the firm and its customers is called a(n) _____ guarantee.
A) conditional
B) implicit
C) specific result
D) unconditional
E) unsolicited
Question 4Marketing implementation is most effective and efficient when every employee has the same commitment to organizational goals.
Indicate whether the statement is true or false
Question 5Ethan is a salesperson for an industrial equipment manufacturer. Once a prospect becomes a new customer, Ethan looks for ways to improve the products and services that his company provides for them in order to convert a new customer into a loyal customer. In other words, Ethan looks for ways to:
A) sell more.
B) add value.
C) keep up-to-date.
D) stay competitive.
E) gain more buyers.
Question 6The guarantee that most likely avoids the appearance of a tacky marketing ploy is called a(n):
A) conditional guarantee.
B) implicit guarantee.
C) specific result guarantee.
D) unconditional guarantee.
E) explicit guarantee.
Question 7Cultural controls are similar to social controls, but they focus on the norms of the workgroup rather than the entire organization.
Indicate whether the statement is true or false
Question 8Natalie is a salesperson for a company that manufactures office supplies. Which of the following activities is appropriate for Natalie to engage in if she is interested in converting her customers into highly committed lifetime customers?
A) Handling complaints when possible
B) Adding value to the selling organization
C) Processing requests for rush deliveries willingly
D) Cutting the price as often as possible
E) Passing customer complaints to higher authorities
Question 9Which of the following is NOT an aftermarketing technique?
A) identifying customers and building a customer database
B) measuring customer satisfaction and continuously making improvements based on customer feedback
C) refraining from negative word of mouth advertising
D) maintaining a relationship with the customer after the initial sale
E) establishing formal customer communication programs
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