Title: Explain key factors in building and retaining a clientele.
Course: Strategic Marketing (formerly Marketing, Advanced) (12152) > Section: Selling Products and Services

Explanation should include

- the importance of customer loyalty
- consumer purchasing power
- factors that contribute to building and retaining clientele (e.g., word of mouth, reputation, product quality, sales follow-up)
- strategies to help manage clients in an e-commerce environment
- monitoring and managing online customer comments.

Process/Skill Questions:

- What are the advantages of building a client list? What resources are available for use in building a client list?
- Why does it cost less to retain a customer than to obtain a new one?
- What is the best way to use social media to build and retain a clientele?
- How should a business address negative customer comments on websites/social media?
- How should a business highlight positive customer comments on websites/social media?