The Unhappy Customer

Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Exercise 3: "The Unhappy Customer"
Your job in this Department is to assist recipients of substance abuse
grants. It involves working with customers face-to-face each day. Since
there are many recipients of these grants, it is impossible to know all of
them personally. Due to recent budget cuts, some of the grantees have
been eliminated
Some of the discontinued recipients have been calling you. They are
extremely upset and have even screamed at you. One even threatened to
get even since you ruined his life. You ignore these calls and threats,
attributing the behavior to the situation of losing their livelihoods. In fact,
you actually feel sorry for them and decide you would also be upset if
you lost your program.
One morning, you are sitting in your office and a man bursts in and starts
waving a gun at you. You do not recognize him. He starts screaming, "It's
time to get even and don't act like you don't know what I'm talking
about!"

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