Market-Based Management 6th Edition by Roger Best

Exercise 3

The four interactive marketing performance tools and application exercises outlined here will add to your understanding of the ways customer performance affects profitability. To access them, go to www.MBMBEST.com. You can determine the answers to the questions listed for each marketing performance tool by entering data included in the questions. You can also enter other data to see the results, and you can save your work. Each marketing performance tool is based on the Chapter 1 figure referenced in parentheses.
Customer Satisfaction and Profitability (Figure 1-6)
A. How would average customer sales and average customer profit change for a business with 10 percent "very satisfied" customers, 35 percent "satisfied" customers, and 55 percent "somewhat satisfied" customers?
B. How would the average customer sales and average customer profit change if this business was able to shift customer satisfaction to 35 percent "very satisfied," 35 percent "satisfied," and 30 percent "somewhat satisfied"?