MKT 3401 Study Guide - Final Guide: Telling Stories, Sun Chips, Motel 6
Document Summary
Format- 60 questions, 3 points each; one question 10 points opinion. John camp- the keys to success in your work are that you have to be able to: market yourself (who to present yourself to, know people (networking, maintain contact with people. According to harvard business"s school survey 63% of customers are more likely to change a purchase decisions based on one person. 77% of customers who have a bad experience will tell at least one person and that one person will tell one more person. And during these times when people are telling stories about their experiences, they will sensationalize the story (exaggerate) Only 7% of people will tell the company about their problem/experience. There are two types of dissatisfied customers: angry customer, remorseful (quiet) Bad service, what takes place once failure is recognized. Persuasion- conscious attempt to modify the thoughts and actions of the consumer to bring you to a predetermined goal.
