Marketing - 2.07 Study Questions

Which is a policy that the WNJ Company might implement to reinforce its image as an efficient and responsive business?

• Requiring employees to respond to customer inquiries within 24 hours

• Requesting that employees sign their time cards at the end of a pay

  period

• Ensuring that employees wear clean uniforms during their shifts.

• Allowing employees to establish their own service standards.

What will probably happen to a business if it continuously fails to deliver on its brand promise?

• Lose credibility

• Improve sales volume

• Increase market share

• Decrease liability

Which is an example of an employee reinforcing a firm’s image through his or her job performance?

• A customer waits on the telephone for several minutes while Matt

  confirms shipping information.

• Susan advises her customer that the sofa is only available by special order.

• Jack politely asks if his customer would like a beverage while she or

  he waits for car service.

• Angela, a human resources manager, prepares the firm’s employee

  newsletter every month.

One way a company can reinforce its image is by performing which action?

• Developing a financial plan

• Training its employees

• Conducting a competitive analysis

• Identifying economic resources

When a business publicly pledges to provide all of its customers with quick, courteous service, what is it doing?

• Making a brand promise

• Developing a campaign platform

• Stating industry policies

• Establishing product position

John communicates through all advertisements that his employees go through extensive training. What is John doing?

• Making a brand promise

• Developing a campaign platform

• Stating industry policies

• Establishing product position

One way of reinforcing the company’s image through employee performance is by making sure employees accomplish which action?

• Have thorough knowledge of the products

• Have comfortable workstations

• Have generous pay and benefit plans

• Have full access to customer databases

A business’s brand promise is intended to accomplish which goal?

• Name its product

• Sell to the target market

• Provide the customer

• Use as a trademark