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Human Relations  Strategies for Success      
Strategies for Success

Chapter 15 Winning and Keeping Your Customer

Practice Test
  1.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.  
  2.Which of the following is one of the steps to building up your customer's self-esteem?  
  a.   Keep an accurate accounting of your financial transactions with the customer.  
  b.   Praise the customer appropriately.  
  c.   Refrain from ever apologizing to the customer.  
  d.   Make sure that the customer is listening to your instructions.  
  3.Which of the following is one of the suggestions offered in the textbook for dealing with an already angry customer?  
  a.   Be sure you understand the customer's feelings.  
  b.   Be sure you tell the customer all of the facts before allowing him or her to vent.  
  c.   Make the customer decide on a solution to the problem.  
  d.   Always negotiate to win. Your company is first, then the customer.  
  4.Forming a real, meaningful relationship with your customer is known as:  
  a.   uncertainty selling.  
  b.   relationship selling.  
  c.   polished selling.  
  d.   bonded selling.  
  5.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.  
  6.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.  
  7."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.  
  8."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.  
  9.The average disgruntled customer tells:  
  a.   the whole town about the unhappy experience.  
  b.   at least 100 people about the unhappy experience.  
  c.   8 to 10 people about the unhappy experience.  
  d.   at least one customer group about the unhappy experience.  
  10.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.  







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