A company that wanted to measure its customers' levels of satisfaction should:
A. Not bother with determining why some customers are no longer buying its products
B. Rely solely on customer satisfaction measures as determined through survey and personal interview techniques
C. Not be concerned with how much a customer is buying from distributors of similar products
D. Look at customer satisfaction measures, annual retention rates as well as the frequency and size of customer purchases to determine customer satisfaction
E. Use an external market research company to determine customer satisfaction in order to make sure that the collected data are not biased
Ans: D. Look at customer satisfaction measures, annual retention rates as well as the frequency and size of customer purchases to determine customer satisfaction
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Identify one way public relations and consumer-generated marketing resemble each other
A) Firms rely heavily on creating advertising campaigns in traditional media outlets. B) Marketers hand over their promotional messages to intermediaries in order to reach the ultimate consumer. C) Companies have no tools with which to measure outcomes. D) Consumers are totally in control of message creation. E) Neither are elements in the promotional mix.
All racial classification systems are subject to the rational basis test
a. True b. False