STRAYER UNIVERSITY PRINCIPLES OF
MARKETING MKT 100 EXAM 1
COMPREHENSIVE REVIEW GUIDE 2026
◉ Customers switch because of ____ ____ more than anything else.
(this goes with C.Satisfaction) Answer: Customer service.
◉ ___% of customers who have a bad experience will tell at least
ONE person and embellish the story to make it sound more
sensational. Answer: 77%
◉ ___% of people will change a purchase decision/go somewhere
else just based on the indifference/ex. rudeness of one person.
Answer: 63%
◉ Only __% of people who have a bad experience will tell the actual
service provider. Answer: 7%
◉ the 2 types of disgruntled customers:
1. ____ one (yells)
2. ____ ___ customer (leave & blog) Answer: 1. Openly Angry
2. Remorseful/Silent Angry
,◉ When you don't get good service: __. Have to have a recovery
system in place (failure and recovery). Answer: Service Failure
◉ good *Employee* satisfaction leads to good ____ ____ Answer:
customer satisfaction
◉ The first part of the Profit Chain is service, starting with good ____
satisfaction. Answer: EMPLOYEE
◉ Profit Chain: Employee ___ leads to good Customer Service, creates
customer ___, then if you can create customer ___ then you are able to
create customer ___. its a cycle. Answer: Employee Satisfaction --
>Service --> Value --> Customer Satisfaction --> Loyalty = Profits
◉ Delta Airlines spent $1 billion to train their employees in better
___ ____. Answer: customer Service
◉ What did you learn from "United breaks guitars"? Answer: -
Customer service is important
- Social Media has huge impacts
◉ Who monitored social media to find out what customers See,
Hear, and Say? ex. looked at tweets and posts for complaints and
then addressed customers immediately to recover greatly. Some fail
, on purpose to make a mark from their correction procedures.
Answer: Citi Bank
◉ one way of researching. these people pose as a customer, use their
services and evaluate everything you do in order to see what the
competition does to spark new, innovative ideas. Point is to try to
find a source of __ __. Answer: Mystery Shoppers.
- Prospect Theory
◉ Learning to develop and maintain long term relationships leads to
__ __. Ex. giving christmas presents. Answer: brand loyalty
◉ Good customer Satisfaction yields the following:
1. ability to _________________.
2. ____
3. ____
4. You sell more! Answer: 1. Charge Premium prices
2. Less selling effort
3. Referrals
◉ What you do to make sure you can keep things moving in a nice
direction, recycling, and being good to environment. ex. Patagonia -
tires Answer: Sustainability
MARKETING MKT 100 EXAM 1
COMPREHENSIVE REVIEW GUIDE 2026
◉ Customers switch because of ____ ____ more than anything else.
(this goes with C.Satisfaction) Answer: Customer service.
◉ ___% of customers who have a bad experience will tell at least
ONE person and embellish the story to make it sound more
sensational. Answer: 77%
◉ ___% of people will change a purchase decision/go somewhere
else just based on the indifference/ex. rudeness of one person.
Answer: 63%
◉ Only __% of people who have a bad experience will tell the actual
service provider. Answer: 7%
◉ the 2 types of disgruntled customers:
1. ____ one (yells)
2. ____ ___ customer (leave & blog) Answer: 1. Openly Angry
2. Remorseful/Silent Angry
,◉ When you don't get good service: __. Have to have a recovery
system in place (failure and recovery). Answer: Service Failure
◉ good *Employee* satisfaction leads to good ____ ____ Answer:
customer satisfaction
◉ The first part of the Profit Chain is service, starting with good ____
satisfaction. Answer: EMPLOYEE
◉ Profit Chain: Employee ___ leads to good Customer Service, creates
customer ___, then if you can create customer ___ then you are able to
create customer ___. its a cycle. Answer: Employee Satisfaction --
>Service --> Value --> Customer Satisfaction --> Loyalty = Profits
◉ Delta Airlines spent $1 billion to train their employees in better
___ ____. Answer: customer Service
◉ What did you learn from "United breaks guitars"? Answer: -
Customer service is important
- Social Media has huge impacts
◉ Who monitored social media to find out what customers See,
Hear, and Say? ex. looked at tweets and posts for complaints and
then addressed customers immediately to recover greatly. Some fail
, on purpose to make a mark from their correction procedures.
Answer: Citi Bank
◉ one way of researching. these people pose as a customer, use their
services and evaluate everything you do in order to see what the
competition does to spark new, innovative ideas. Point is to try to
find a source of __ __. Answer: Mystery Shoppers.
- Prospect Theory
◉ Learning to develop and maintain long term relationships leads to
__ __. Ex. giving christmas presents. Answer: brand loyalty
◉ Good customer Satisfaction yields the following:
1. ability to _________________.
2. ____
3. ____
4. You sell more! Answer: 1. Charge Premium prices
2. Less selling effort
3. Referrals
◉ What you do to make sure you can keep things moving in a nice
direction, recycling, and being good to environment. ex. Patagonia -
tires Answer: Sustainability
