A Marketing Manager Should

question 61

Multiple Choice

A marketing manager should

• A) know that most consumer complaints do not require a response because the consumer's dissatisfaction is beyond the control of the firm.
• B) recognize that many consumers who complain are trouble makers and that not much can or should be done about their complaints.
• C) assume that most customers who are dissatisfied will complain, but that people who are satisfied will be silent.
• D) be concerned that many of the complaints that are reported are never resolved.
• E) recognize that a "complaint" box isn't needed if the firm is really market-oriented in the first place.

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Definitions:

Strategic Role

The purpose or contribution of a particular function, department, or position within the broader aims and objectives of an organization.

Evaluation Process

A systematic method to assess the effectiveness, efficiency, and achievement of objectives in various programs, projects, or systems.

Effectiveness Items

Measures or indicators used to assess the efficiency or success of processes, interventions, or initiatives.

Information Satisfaction

The extent to which users feel their information needs have been adequately met by an information system.