A Marketing Manager Should

Multiple Choice

A marketing manager should

A) know that most consumer complaints do not require a response because the consumer's dissatisfaction is beyond the control of the firm.
B) recognize that many consumers who complain are trouble makers and that not much can or should be done about their complaints.
C) assume that most customers who are dissatisfied will complain, but that people who are satisfied will be silent.
D) be concerned that many of the complaints that are reported are never resolved.
E) recognize that a "complaint" box isn't needed if the firm is really market-oriented in the first place.