Customer Service and Quality Assessment

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Questions and Answers

What does mystery shopping help assess?

Customer service quality

New product potential

Competitive pricing strategies

Both b and c (correct)

What does continuous improvement relate to?

Both a and c (correct)

Service delivery processes

Quality monitoring and recovery

Employee training programs

What is the primary goal of mystery shopping?

To monitor competitive pricing strategies

To evaluate employee performance

To improve customer service quality (correct)

To assess customer satisfaction

What is the relationship between mystery shopping and customer service quality?

Mystery shopping is used to evaluate customer service quality Signup and view all the answers

What is the benefit of using mystery shopping?

To identify areas for improvement in customer service Signup and view all the answers

What is the focus of continuous improvement?

Service delivery processes and quality monitoring Signup and view all the answers

The marketing concept emerged as a response to:

The selling concept's aggressive promotion Signup and view all the answers

Which aspect is NOT examined in marketing research?

Manufacturing processes Signup and view all the answers

What is the purpose of positioning research?

To determine how the target market views the brand Signup and view all the answers

What is formal marketing intelligence?

A purposeful, systematic search Signup and view all the answers

What is the focus of price elasticity research?

How prices impact customer demand Signup and view all the answers

What is NOT included in the marketing mix?

Raw material sourcing Signup and view all the answers

What is the goal of relationship marketing?

Long-term customer loyalty Signup and view all the answers

What is public relations?

Non-personal promotion Signup and view all the answers

Which of the following is NOT a marketing strategy decision?

Raw material purchases Signup and view all the answers

What is the definition of needs in marketing?

States of human deprivation Signup and view all the answers

What do mystery consumers help research?

All of the above Signup and view all the answers

What is NOT a component of the marketing mix?

Packaging Signup and view all the answers

What is a disadvantage of unfocused scanning?

All of the above Signup and view all the answers

What is personal selling?

Two-way interaction with buyers Signup and view all the answers

What is the basis of odd-even pricing?

Both a and b Signup and view all the answers

What is place utility?

Having the product readily accessible Signup and view all the answers

Study Notes

Marketing Concepts

Mystery shopping helps assess customer service quality and competitive pricing strategies.
Continuous improvement relates to service delivery processes and quality monitoring and recovery.

Marketing Research

The marketing concept emerged as a response to the selling concept's aggressive promotion, increasing global competition, and the production concept's efficiency focus.
Marketing research examines market size, market share, brand awareness, and customer motivation to buy.

Pricing Strategies

Price elasticity research examines how prices impact customer demand.
Odd-even pricing is based on the psychology that odd prices seem lower and even prices are easier to process.

Marketing Mix

The marketing mix includes decisions about product design, pricing strategies, promotion planning, but does not include raw material sourcing.
Marketing strategies include decisions about pricing approaches, promotional campaigns, and product line breadth.

Customer Relationships

Relationship marketing aims to build long-term customer loyalty.
Poor quality is a reason for losing customers to competitors.

Marketing Intelligence

Formal marketing intelligence involves a purposeful, systematic search for information.
A benefit of marketing intelligence is early warning of competitor moves.

Product and Distribution

The product concept assumes consumers value product quality and innovation.
Place utility refers to having the product readily accessible.

Promotion and Sales

Public relations is a form of non-personal promotion.
Personal selling involves two-way interaction with buyers.

Marketing Strategies

Competitive analysis involves assessing competitor strengths and weaknesses, forecasting competitor strategies, and identifying competitive advantages.
Marketing strategies do not include decisions about raw material purchases.

Customer Needs

Needs are defined as states of human deprivation backed by purchasing power.
The selling concept advocates an aggressive selling effort, while the marketing concept emphasizes understanding customer needs.

Research and Analysis

Mystery consumers help research service quality at competitors.
The disadvantage of unfocused scanning is information overload, lack of specific insights, and inefficient use of resources.

Marketing Process

Steps in the marketing research process include gathering secondary data and test marketing.
Implementing marketing campaigns and product manufacturing are not part of the marketing research process.

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Description

This quiz evaluates your understanding of customer service and quality assessment, including mystery shopping, competitive pricing strategies, and continuous improvement.