MKT 121 Customer Service Unit 3 Examination
14. Which of the following examples is NOT an example of something a company can do to
enhance extrinsic value?
a. Multiple varieties
b. Packaging
c. Guarantees
d. Add-ons
15. Customers will perceive long-term warranties as:
a. an unnecessary expense.
b. a method used by the company to gouge the customer.
c. extremely valuable.
d. of higher value than short-term warranties.
16. To enhance value through goodness of product fit:
a. make sure you have responded to customer comments and altered your product or
service accordingly.
b. think of customers as individuals, not demographic groups.
c. back up your product with a clear warranty so your customer will feel comfortable being
able to fix a poor fit.
d. think of ways to allow customers to customize your product or service.
17. Industrial intimacy:
a. means allowing customers to select from menus of product characteristics.
b. comes from better understanding of the specific needs and wants of customers.
c. comes from focusing on what is important to the customer.
d. All of the above.
18. Customers of online stores have come to expect e-tailers to send immediate email
acknowledgments showing:
a. status of the order.
b. shipping dates.
c. costs.
d. All of the above.
19. Communication efficiency is a ratio of the costs of:
a. communicating relative to the number of people reached by the message.
b. a communication medium relative to the credibility of that medium with the target
audience.
c. both a and b
d. neither a nor bUnit 3 Examination 107 MKT 121 Customer Service
20. Communication effectiveness is NOT best achieved when the message is:
a. received by the intended people.
b. efficient.
c. remembered.
d. used.
21. The best companies to work for:
a. typically use multi-faceted employee training.
b. allow employees to train themselves using on-the-job training.
c. treat employees as hired hands.
d. None of the above.
22. Clear business communication doesn’t mean:
a. avoiding jargon.
b. being abrupt.
c. avoid using stock numbers or abbreviations.
d. All of the above.
23. Which of the following failings is NOT a hindrance to clear communication?
a. failure to express appreciation
b. failure to offer an alternative solution
c. failure to provide a reasonable explanation
d. failure to get to the point
24. The concept of bringing customers together to share or disseminate information is:
a. old fashioned.
b. inconvenient for customers.
c. a user group.
d. an unwelcome intrusion from a customer’s point of view.
25. Critical actions in e-commerce include:
a. making customer support easily accessible.
b. honoring the customer feedback loop.
c. neither a nor b
d. both a and b
