Question 1) An average company will lose what percentage of its customers every five years? A) 50%

1) An average company will lose what percentage of its customers every five years?
A) 50%
B) 75%
C) 23%
D) None of the above
2) Customer recovery is best defined as
A) The effort to satisfy unhappy customers to prevent their leaving.
B) Getting back customers who have defected to another business.
C) Both A and B
D) Neither A nor B
3) Managers who thought they did know their company’s loss rates said they lost how many customers every year?
A) 3-4%
B) 9-11%
C) 7-8%
D) 9-13%
4) Deciding that the customer is always right is
A) Less effective than deciding to always solve the problem.
B) Difficult to do, but important.
C) The best way to keep customers loyal.
D) All of the above
5) Giving something to the customer to make up for the problem they have had is
A) Bad business; it causes them to complain more to get more free stuff.
B) Symbolic atonement.
C) Going to reduce profitability in the long run.
D) None of the above
6) Every person’s primary motivation is
A) Value. B) Money.
C) Pride. D) Self-interest.
7) Positive language conveys more of what than negative language?
A) Information
B) Helpfulness
C) Productive attitude
D) All of the above
Unit 3 Examination
119
MKT 121 – Customer Service
8) Abrasiveness refers to
A) Attitude.
B) Tone of voice.
C). A way of dressing
D) Irritating manner or tone
9) To avoid the “blanket tone” you should
A) Use words that convey emotion.
B) Express ideas in terms of individual benefit.
C) Vary your pitch and rate.
D) All of the above
10) One way to build customer loyalty is
A) Provide exceptional perceptions of value.
B) Use reverse attribution theory to create enhanced value.
C) Use promotional giveaways.
D) All of the above
11) Intrinsic value arises from
A) The perception of value by the customer.
B) The core product or service itself.
C) The emphasis on product value by the provider.
D) All of the above
12) Which of the following examples is NOT an example of something a company can do to enhance extrinsic value?
A) Multiple varieties
B) Guarantees
C) Packaging
D) Add-ons
13) Industrial intimacy
A) Comes from better understanding the specific needs and wants of customers.
B) Comes from focusing on what is important to the customer.
C) Means allowing customers to select from menus of product characteristics.
D) All of the above
Unit 3 Examination
120
MKT 121 – Customer Service
14) Smart companies connect with their customers through
A) Experiences.

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