Last year, Amanda Jones opened an ice cream parlor in a busy shopping center. She spent a lot on advertising and attracted many customers into the store, but a few customers made turned up and sales were declining. Amanda paid attention to questions and
requests made by customers and determined that they often requested items that were within the scope of her business but that she did not carry. When she offered to order items for her customers, delivery was usually too late and, yet again, sales were lost. What measures should Amanda take to improve her business?
Amanda has learned that valuing customers generate revenue. The money spent on advertising did bring customers into the store, but it was not a value-adding activity as far as the customers were concerned. An attractive storefront would decrease the cost of this nonvalue-adding activity. Amanda should also examine her product lines and find suppliers who can make faster deliveries to meet customer requests. She will improve her business if she listens to her customers' requests and offers quality ice creams at reasonable prices in a timely manner.
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Fill in the blank(s) with the appropriate word(s).
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a. True b. False Indicate whether the statement is true or false
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What will be an ideal response?
Regardless of whether a buyer is knowledgeable about a product or not, he/she does not have a duty to look beyond the assertions of a salesperson and investigate the product individually.
Answer the following statement true (T) or false (F)