A cabinet shop asked GPS Marketers to help them measure customer experience and loyalty. GPS surveyed 200 customers, asking them how likely they would be to recommend the company to a friend. The scale they used was from 1 to 10. Responses were as follows: 62gave a score of 9 or 10, 95gave a score of 7 or 8, and43gave a score of 6 or less. The resulting Net Promoter Score (NPS) was 19(62- 43). How can the cabinet shop use thisNet Promoter Score to measure brand perception?

• The company should be dissatisfied with this score, since any score under 50 is generally destined to fail, and focus on cutting-edge marketing to improve customer perception immediately.
• The company should be extremely happy with these results, since Net Promoter Scores are rarely positive, so it does not need to take any steps to improve brand perception.
• The company should use its Net Promoter Score as a standard for all its employees as they work to uphold the quality and integrity of the company's products.
• The company should use its Net Promoter Score as a benchmark against itself over time and against competitors, taking measures to improve customer loyalty as needed.

After earning their MBAs, a couple started a commercial lawn care business, providing services for businesses and nonprofit organizations in a large metropolitan area. They hired GPS Marketers to do their marketing when they first started. GPS consistently used the Net Promoter Score (NPS) tool to benchmark against their competitors, and after 10 years, they had a good amount of data about their company's performance. Why are NPS scores helpful to companies who use them over time?

• Captured correctly, the NPS data allows a company to assess its monetary success.
• NPS scores are helpful because a company captures complex information about customers.
• Over time, NPS scores are helpful to marketers who want to capture customer demographics.
• Done over time, NPS helps marketers see how perceptions about brands change in the market.

When a fishing resort contacted GPS Marketers to handle their marketing, the owners had one requestthey wanted their marketing to be as calm and peaceful as they hoped their customers would be fishing at the resort on a lazy summer day. How can GPS take that mandate to heart and use it to develop an effective marketing campaign?

• Create a marketing campaign that connects with customers twice a month with content that is beautiful, relevant, and consistent to provide a tranquil experience and reflect the brand's personality.
• Create a campaign that utilizes elements of calm and peace but also includes more modern colors and music to expand their client base to a more upscale segment of the population.
• Create a campaign that utilizes daily email and text blasts to remind consumers of the resort and dangle promotions like a fishing hook, waiting for customers to bite.
• Create a marketing campaign that is subtle and does not grab consumers' attention, because marketing that isn't aggressive is cheaper and easier to do for the company.