MKT 3210 Summer II 2021

Too Many Returns: Answer Form
Student Name:

Grading Criteria

1) This assignment requires formal business writing. Your writing tone should be formal.

2) All sentences must be complete. Bullet points are not acceptable.

3) Use proper grammar.

4) You must use your own words in your answers. Do not copy and paste sentences from the assigned articles.

5) The majority of your grade will be based on correctness and quality. Regarding quality, an answer with fewer than four (4) lines on computer viewing (not on smartphone viewing) will be considered as a poor-quality answer.

Q1) In what return cases do retailers ban a customer from making returns or close a customer’s account?

Q2) Why do you think retailers wouldn’t budge when a customer complains strongly about a return ban or his/her account being closed?

Q3) From the retailer’s standpoint, which metal segment in the customer pyramid (p. 263) do such banned customers belong to? Explain your rationale.

Q4) Which gap in the gaps model (p. 468 – 476) would be the root of this return problem? (You must clearly name one of the four gaps in the textbook.) Explain your rationale.

Q5) (a) For certain types of products that customers want to return, some large retailers refund the purchase price and let customers keep the products. What types of products are they? (b) What are the reasons for such a generous return/refund practice? [Tip: These questions are based on the last assigned article.]

(a)

(b)