Exam 5: The Voice of the Customer

Differentiate between construct validity and content validity.

________ results in the suppliers becoming de facto subsidiaries to their major customers.

Guarantees should be designed prior to beginning business.

Amazon's customized desktops with recommendations for products based on historical purchases is an example of the customer enhancement phase of CRM.

________ results from agreement between marketing and operations as to which customers add the greatest advantage and profits over time.

The ________ customers are the ultimate people the company is trying to satisfy with its work.

Differentiate between soft data and hard data.

The determinant of service quality pertaining to tangibles encompasses the physical evidence of the service.

Gathering data through focus groups and surveys is an example of a(n) ________ data gathering.

What is the first step in performing a focus group session?

Customer relationship management involves viewing the customer as a valued asset to be managed.

What is the function of a focus group?

The first component of a complaint-resolution process is ________.

Actively solicited customer feedback includes all supplier-initiated contact with customers.

Customer-initiated contact such as filling out a restaurant complaint card, calling a toll-free complaint line, or submitting an inquiry via a company's Web site, is considered ________.

Gathering data through focus groups and surveys are examples of passive data gathering.

When analyzing the results of a survey, open-ended questions are analyzed with Pareto analysis using ________ of the various categories of responses.

________ customers are employees receiving goods or services from within the same firm.

Internal customers are the bill-paying receivers of a company's work.

A(n) ________ consists of a series of items designed to capture perceptions.