Chapter 14: Customer Satisfaction, Loyalty, and Empowerment
________ refers to the volume or amount of word of mouth going on in a market, whether positive or negative or both.
What is Buzz?
__________ is the entire bundle of a tangible good, intangible service, and price that composes what a company offers to customers
What is offerings?
What is the first step in the new offering development process?
What is idea generation?
The firms that work together to promote and sell a product are called what?
What are channel partners?
________ ________ is typically defined as the feeling that a person experiences when an offering meets his or her expectations.
What is Customer satisfaction?
___________ is the set of activities designed to create a brand and position it in the minds of consumers
What is Branding?
This process involves evaluating ideas to determine if they fit the company’s strategy and budget.
What is idea screening?
Selling products directly from producer to consumer with no intermediaries is called what?
What is a direct channel?
What are the two main types of customer loyalty?
What are behavioral loyalty and attitudinal loyalty?
_______ ________ is a new idea or offering that occurs when a company comes out with another model (related product or service) based on the same platform and brand as one of its other products
What is Line Extension?
Testing a product with potential customers in a real-world setting before a full launch is known as what?
What is Beta Testing?
______ ________ sells a high volume of a particular type of product and, in doing so, dominates the competition, or “category.”
What is a Category Killer?
Listening carefully to the complaint and acknowledging the customers feelings are apart of this process.
What is the Customer Complaint Handling Process?
______ _______ is someone responsible for managing efforts within a particular market, such as a geographic market or another grouping of customers into a market
What is Market Manager?
Setting a low initial price to quickly attract customers and gain market share is called what?
What is penetration pricing?
Selling through multiple channels like retail stores, websites, and social media is called what?
What is multi-channel marketing?
What are one of the four types of service gaps that can lead to offering failure?
What is communication gap, knowledge gap, delivery gap or standards gap.
What is one of the four categories of consumer offerings?
What is convenience, shopping, unsought or specialty.
What two types of risk must companies balance during new product development?
What are investment risk and opportunity risk?
_____ ______ focuses on creating demand for a product among consumers so that businesses agree to sell the product.
What is pull strategy?