After the previous sales representative in his territory infuriated an important customer, Benjamin visited the customer once a month, never asking for business but hoping to rebuild trust through listening and expressing concern. Finally, after more than two years, the customer gave Benjamin an order. Benjamin was providing the important marketing function of

Yvonne knows her firm must look at everything it does from a consumer’s point of view. One major difficulty is that consumers’ ________ change(s) over time.

The automobile manufacturing industry closely watches annual consumer satisfaction surveys. For years, Japanese car companies consistently had the highest levels of customer satisfaction, creating a(n) ________ for these companies.

Subway is a large chain of franchise sandwich shops. Marcia owns three Subway stores in a large city. At the end of the year, she notes that sales rose from 2 to 5 percent over last year’s sales at Stores 1 and 2, but fell 2 percent at Store 3. Based on this information, which of the following is the best course of action as to how Marcia should reward (or punish) her store managers?

As a retail clothing store manager, Randy frequently asks his staff what customers are saying and what they are asking for. He also attends the quarterly clothing show at the regional merchandise mart. Randy’s efforts will likely help him

Sodexo is a corporation that manages school cafeterias, university dining halls, mess halls at military bases, concession stands at sports arenas, and other large-scale food service facilities. If Sodexo were to begin to sell individual frozen meals in supermarkets, it would be pursuing a ________ growth strategy.

Melanie works for a small computer software company. Her boss is constantly improving the company’s products but neglects customers, billing, and promoting the company. Her boss is probably stuck in the ________ era of marketing.

When a gas station blows “fresh coffee smell” around the gas pumps to tempt customers to come inside for a cup, the gas station is using a form of ________ marketing to influence customers.

Most banks implement customer retention programs aimed at their best customers. They do this because they know that retaining customers usually results in

A consumer who uses a few simple decision rules to arrive at a purchase decision is using which of the following?