Marketing - Study Mode

[#281] Consumer complaints tend to be:
Correct Answer

(C) non-instrumental and ostensive

Explanation

Solution: Consumer complaints tend to be non-instrumental and ostensive. A consumer complaint or customer complaint is "an expression of dissatisfaction on a consumer's behalf to a responsible party".

[#282] A firm's reaction to a customer complaint that results in customer satisfaction and goodwill is called a:
Correct Answer

(B) service recovery

Explanation

Solution: A firm's reaction to a customer complaint that results in customer satisfaction and goodwill is called a service recovery. Service Recovery is a theory that suggests that a customer who has a bad experience and receives a prompt, effective response to their issues will be a more loyal customer, than a customer who had no bad experience at all.

[#283] The difference between which two expectation standards is the zone of tolerance?
Correct Answer

(A) Desired service, adequate service

Explanation

Solution: The difference between Desired service and adequate service are two expectation standards is the zone of tolerance. The customer satisfaction will result as long as customer perception of service performance, fall in this zone of tolerance.

[#284] In a services context, distribution embraces all of the following elements EXCEPT ___________.
Correct Answer

(A) core services flow

Explanation

Solution: In a services context, distribution embraces all of the following elements EXCEPT core services flow. Distribution is the process of making a product or service available for the consumer or business user who needs it.

[#285] Internal marketing is marketing by a service firm to train and effectively motivate its customer-contact employees and all the supporting service people to work as a team to provide customer satisfaction.
Correct Answer

(A) TRUE

Explanation

Solution: Internal marketing is marketing by a service firm to train and effectively motivate its customer-contact employees and all the supporting service people to work as a team to provide customer satisfaction. Internal marketing is the promotion of a company's objectives, products and services to employees within the organization. The purpose is to increase employee engagement with the company's goals and fostering brand advocacy.