Market-Based Management 6th Edition by Roger Best

Exercise 7

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 Retention (Figure 1-7)
A. How would customer retention change if the percentage of all dissatisfied customers decreased to 15 percent and the percentage of all satisfied customers increased to 85 percent?
B. Using the original data, how would customer retention change if the percentage of customers who complained increased from 10 to 50 percent?