All of the following are indirect measures of customer satisfaction except:
A) sales records.
B) profit reports.
C) registered complaints.
D) the Scale of 100 approach.
E) none of these are exceptions.
Question 2What is the overall goal of effective corporate branding?
A) To clearly tie the brand name and brand mark with the organization.
B) To associate the organization with one or more philanthropic causes.
C) To sell more product to members of the supply chain.
D) To position the product relative to competing products.
E) To build and enhance the organization's reputation.
Question 3It is to the salesperson's disadvantage if disagreements can be handled during the presentation.
Indicate whether the statement is true or false
Question 4If marketing implementation is poor:
A) management may never become aware of the soundness of the strategy.
B) the cause of failure is hard to diagnose because poor strategy might be masked by the inability to execute.
C) management can usually see the problem immediately.
D) all of the answer choices.
E) both management may never become aware of the soundness of the strategy and the cause of failure is hard to diagnose because poor strategy might be masked by the inability to execute.
Question 5In general, the distribution of most companies' customer satisfaction ratings is:
A) bimodal.
B) normal.
C) negatively skewed.
D) positively skewed.
E) erratic.
Question 6Branding strategy involves much more than developing a clever brand name or brand mark. To be truly effective, a brand should succinctly capture the total offering in a way that:
A) clearly distinguishes it from competiting offerings.
B) utilizes at least 5 brand attributes.
C) answers a question in the customer's mind.
D) clearly ties the brand name together with the brand mark.
E) associates the brand with a customer emotion such as happiness or love.
Question 7When selling to groups, it is essential to make all members of the group feel that their opinions are valuable.
Indicate whether the statement is true or false
Question 8The process that translates marketing plans into action assignments and ensures that such assignments are executed in a manner to accomplish a plan's defined objectives is called:
A) marketing control.
B) marketing implementation.
C) strategic marketing.
D) marketing accountability.
E) competitive advantage.
Question 9Of the following customer satisfaction measurement methods, which is the most effective in producing meaningful results?
A) the Scale of 100 approach
B) personal interviews
C) the very dissatisfied/very satisfied approach
D) the combined approach
E) employee surveys
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