BA109 Quiz 8 UPDATED Exam Questions
and CORRECT Answers
The specific group of customers at whom a company aims its goods and services is its target
market. - Correct Answer- True
Since front-line service workers are not able to predict the causes of customer complaints,
managers must be the ones to identify potential customer service problems. - Correct Answer-
False
A combination of news covered by the media that boosts sales without having to pay is best
described by the term: - Correct Answer- public relations.
Because a majority of the average company's sales come from present customers, few can
afford to alienate any customers. - Correct Answer- True
One disadvantage of total quality management (TQM) is that its principles apply only to
manufacturers. - Correct Answer- False
A study by the National Science Foundation concluded that when pay is linked to
performance, employees' motivation and productivity climb by as much as ________ percent.
- Correct Answer- 63
The increasing diversity of our population is creating a marketing "threat" to small businesses
because they cannot profitably serve small niches. - Correct Answer- False
Which of the following is not a suggestion of a means of focusing on the customer? - Correct
Answer- Seeing the customer's point of view.
A recent survey reports that ________ percent of customers say that they will return to a
business after a negative customer service experience if the company offers an apology, a
discount, or proof that its customer service will improve. - Correct Answer- 92
If given the chance to complain, 95 percent of customers will buy again when a business
handles their complaints promptly and effectively. - Correct Answer- True
, Which of the following guerrilla marketing tactic(s) allow a small company to utilize
relationship marketing successfully? - Correct Answer- All of these
Which of the following is not a primary market research source? - Correct Answer- All of
these are sources of primary market research.
Providing low prices is the most effective way for a small business to attract and maintain a
growing customer base. - Correct Answer- False
An effective marketing program depends on a clear, concise definition of the firm's target
market. - Correct Answer- True
The unique selling proposition (USP) focuses on: - Correct Answer- a unique customer
benefit that answers the question: What's it in for me?
Which of the following is not a secondary source of market research data? - Correct Answer-
Focus groups
One "natural" advantage small businesses have over large businesses, which can be a
significant competitive advantage, is: - Correct Answer- by building a community with
customers and connecting with them on an emotional level.
The Internet offers entrepreneurs tools to provide existing and potential customers with
meaningful information: - Correct Answer- in an interactive rather than passive setting.
When an employee in a business treats a customer poorly, that customer usually does not
complain; however, she does tell her "horror story" about that business to more than 10 other
people. - Correct Answer- True
Companies with strong reputations for quality follow certain guidelines, such as: - Correct
Answer- establishing long-term relationships with suppliers.
To be useful, market research must be structured, formal, and highly sophisticated. - Correct
Answer- False
and CORRECT Answers
The specific group of customers at whom a company aims its goods and services is its target
market. - Correct Answer- True
Since front-line service workers are not able to predict the causes of customer complaints,
managers must be the ones to identify potential customer service problems. - Correct Answer-
False
A combination of news covered by the media that boosts sales without having to pay is best
described by the term: - Correct Answer- public relations.
Because a majority of the average company's sales come from present customers, few can
afford to alienate any customers. - Correct Answer- True
One disadvantage of total quality management (TQM) is that its principles apply only to
manufacturers. - Correct Answer- False
A study by the National Science Foundation concluded that when pay is linked to
performance, employees' motivation and productivity climb by as much as ________ percent.
- Correct Answer- 63
The increasing diversity of our population is creating a marketing "threat" to small businesses
because they cannot profitably serve small niches. - Correct Answer- False
Which of the following is not a suggestion of a means of focusing on the customer? - Correct
Answer- Seeing the customer's point of view.
A recent survey reports that ________ percent of customers say that they will return to a
business after a negative customer service experience if the company offers an apology, a
discount, or proof that its customer service will improve. - Correct Answer- 92
If given the chance to complain, 95 percent of customers will buy again when a business
handles their complaints promptly and effectively. - Correct Answer- True
, Which of the following guerrilla marketing tactic(s) allow a small company to utilize
relationship marketing successfully? - Correct Answer- All of these
Which of the following is not a primary market research source? - Correct Answer- All of
these are sources of primary market research.
Providing low prices is the most effective way for a small business to attract and maintain a
growing customer base. - Correct Answer- False
An effective marketing program depends on a clear, concise definition of the firm's target
market. - Correct Answer- True
The unique selling proposition (USP) focuses on: - Correct Answer- a unique customer
benefit that answers the question: What's it in for me?
Which of the following is not a secondary source of market research data? - Correct Answer-
Focus groups
One "natural" advantage small businesses have over large businesses, which can be a
significant competitive advantage, is: - Correct Answer- by building a community with
customers and connecting with them on an emotional level.
The Internet offers entrepreneurs tools to provide existing and potential customers with
meaningful information: - Correct Answer- in an interactive rather than passive setting.
When an employee in a business treats a customer poorly, that customer usually does not
complain; however, she does tell her "horror story" about that business to more than 10 other
people. - Correct Answer- True
Companies with strong reputations for quality follow certain guidelines, such as: - Correct
Answer- establishing long-term relationships with suppliers.
To be useful, market research must be structured, formal, and highly sophisticated. - Correct
Answer- False
