APICS Updated CSCP Exam Questions and Answers by elin

Customer dissatisfaction often arises when there is a significant disparity between what customers expect and what they perceive they receive. This gap can be explained through the following steps:

• Customer Expectations: Customers form expectations based on marketing, previous experiences, and word-of-mouth. These expectations shape their perception of what the service or product delivery should be like.
• Perceived Performance: This is the customer's perception of how well the product or service actually meets their expectations. This perception is influenced by the actual performance, communication, and interaction with the company.
• Performance Gap: When there is a discrepancy between the expected performance and the perceived performance, it creates a performance gap. This gap is often due to overpromising and underdelivering, miscommunication, or a genuine shortfall in the product or service quality.
• Impact on Customer Satisfaction: The larger the gap between what customers expect and what they perceive they receive, the higher the probability of dissatisfaction. This is because unmet expectations lead to disappointment, frustration, and a negative overall experience.

References

• Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson.
• Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(4), 41-50.

Customer relationship management (CRM) offers several advantages over traditional mass-media marketing, particularly in terms of customer service:

• Personalized Service: CRM systems enable companies to collect and analyze customer data, allowing for personalized service that meets individual customer needs and preferences.
• Customer Engagement: By engaging customers through personalized interactions and targeted communications, companies can build stronger relationships and loyalty.
• Competitive Differentiation: Offering superior service based on deep customer insights gained from CRM can differentiate a company from competitors who may rely solely on mass marketing techniques.
• Enhanced Customer Experience: CRM helps in delivering a consistent and high-quality customer experience across all touchpoints, which is essential for retaining customers and encouraging repeat business.
• Feedback and Improvement: CRM systems facilitate the collection of customer feedback, enabling continuous improvement in service offerings and customer satisfaction.

References

• Peppers, D., & Rogers, M. (2016). Managing Customer Experience and Relationships: A Strategic Framework. Wiley.
• Payne, A., & Frow, P. (2013). Strategic Customer Management: Integrating Relationship Marketing and CRM. Cambridge University Press.

To accurately identify the requirements of end customers for each market segment, a comprehensive approach is necessary. Here's why conducting a market research project is the most appropriate:

• Direct Insight: Market research involves directly gathering information from end customers, providing detailed and specific insights into their needs and preferences.
• Segmentation Analysis: This approach allows for the analysis of different market segments, identifying unique requirements and preferences for each group.
• Data Collection Methods: Various methods such as surveys, focus groups, and interviews can be used to gather qualitative and quantitative data.
• Actionable Insights: The information collected can be analyzed to inform product development, marketing strategies, and sales approaches.

While analyzing buying history and asking direct customers can provide some insights, they do not offer the comprehensive understanding that a targeted market research project can deliver.

References:

• Malhotra, N. K. (2010). Marketing Research: An Applied Orientation. Pearson.
• McQuarrie, E. F. (2015). The Market Research Toolbox: A Concise Guide for Beginners. SAGE Publications.

• Context: The firm supplies to various industries with different requirements, and customers are dissatisfied with lead times and delivery reliability.
• Options Breakdown:
• Correct Answer Justification: Market segmentation allows the firm to better understand and cater to the specific needs of different customer groups, improving responsiveness and reliability tailored to each segment.

References:

• Marketing and supply chain management literature
• Best practices in market segmentation for supply chain optimization