Ch 18: Service and the Bottom line

Question 1

Asymmetric relationship (def)

Answer 1

1 percent of increase in customer satisfaction does not mean 1 percent of increase in ROI

Question 2

Offensive effects (3)

Answer 2

market share, reputation, price premiums

Question 3

Defensive marketing (def)

Answer 3

Keeping customers a firm already has

Question 4

Offensive marketing (def)

Answer 4

Attracting new customers