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Human Relations  Strategies for Success      
Strategies for Success

Chapter 15 Winning and Keeping Your Customer

Practice Test
  1.In his book How to Win Customers and Keep Them for Life, Michael LeBoeuf says that customers buy only which two things?  
  a.   Goods and services  
  b.   Tangibles and intangibles  
  c.   Good feelings and solutions to problems  
  d.   Thoughts and experiences  
  2.In handling a difficult customer, the best advice is to:  
  a.   stay focused.  
  b.   stay calm.  
  c.   don't get caught in the self-esteem trap.  
  d.   all of the above.  
  3.Establishing a bond with a customer:  
  a.   is a good, sound marketing practice.  
  b.   has proven to be more of a time-waster than a money maker.  
  c.   wastes valuable company time.  
  d.   works only in wholesale businesses.  
  4.The U.S. has placed a greater emphasis on customer service during the past 25 years or so for two reasons. One is the competition from countries like Japan and Germany. The other is the:  
  a.   growth of labor unions in the U.S since 1978.  
  b.   growth of services in the U.S. over the past 25 years.  
  c.   emphasis on technology and the Internet during the past 25 years.  
  d.   emphasis on taxes and government spending over the past 25 years.  
  5.Developing bad news skills includes:  
  a.   avoiding wasting time talking about why a problem exists.  
  b.   talking about solving the problem.  
  c.   not wasting time being polite.  
  d.   apologizing several times so the customer knows you're sorry.  
  6."Find out what the customer needs" and "Do whatever is necessary to satisfy that need" are known as the:  
  a.   main commandments of marketing.  
  b.   two simplest principles of customer service.  
  c.   main commandments of customer treatment.  
  d.   consumer's credo.  
  7."The customer is always right" means that:  
  a.   you need to allow the customer to be physically abusive.  
  b.   the customer is always wrong; it's an ironic statement.  
  c.   whether the customer is right or wrong, your attitude must be that he or she is right.  
  d.   customers always think they're right and you shouldn't let them get the best of you.  
  8.According to the textbook, the "nice customer" is the customer who:  
  a.   is always faithful and comes back week after week.  
  b.   shows displeasure only by not returning.  
  c.   always asks to deal with the supervisor, rather than bothering top management.  
  d.   throws his weight around when he or she is upset about something.  
  9.Three principles that will help form a relationship of trust with your customers are listed below. Which of these choices is NOT one of the principles?  
  a.   Understand the customer's real needs.  
  b.   Spend at least 10 minutes during each visit making small talk.  
  c.   If your customer is another business, learn about it.  
  d.   Provide exceptional service.  
  10.Basic human needs that customers have in common include the need to be:  
  a.   listened to and respected.  
  b.   able to blend in with the crowd without being singled out.  
  c.   treated as part of the customer group rather than as an indivudual.  
  d.   treated as though they are more special than any other customer.  







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