Customer orientation means that a company’s managers and employees respond to customers’ changing wants and needs. A manufacturer of metal parts has created a customer satisfaction survey that it asks each of its customers to complete. The survey asks about the following factors: (A) product performance; (B) price; (C) lead time; (D) delivery. Each factor is to be rated as unsatisfactory, marginal, average, satisfac¬ tory, or very satisfied.

a. Match the competitive forces 1 through 4 to the factors on the survey. A factor can be matched to more than one competitive force.

Survey Factor A. Product performance B. Price C. Lead time D. Delivery Competitive Force _1.Time _2.Quality _3.Cost _4.Flexibility of service

b. How can managers of this company use the information from this customer satisfaction survey to better meet competitive forces and satisfy their customers?