Focusing on Your Customer

Test Yourself

This section offers ten multiple-choice questions to help you identify your baseline knowledge of customer focus.

Answers to the questions are given at the end of the test.

1. What are the “three Rs” of customer loyalty?

a. Revenues, retention, and returns.

b. Retention, related sales, and referrals.

c. Recognition, reward, and research.

2. How much does the typical marketing budget devote to seeking new customers versus maintaining current customers?

a. 90 percent to seeking new customers; 10 percent to maintaining current customers.

b. 20 percent to seeking new customers; 80 percent to maintaining current customers.

c. 50 percent to seeking new customers; 50 percent to maintaining current customers.

3. Which of the following statements ...