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:

Postpurchase Evaluation

The process by which consumers assess their satisfaction with a product after they have bought and used it.

Derived Demand

The demand for a product or service that results from the demand for another product or service it is used to produce.

Vendor Rating System

A method used by companies to evaluate and rate the performance of their suppliers.

Postpurchase Evaluation

The assessment conducted by consumers after buying and using a product to determine if it meets their expectations and needs.