CHP Marketing & Brand Management 3 — Questions and Answers
Question 1: A housekeeping company receives a one-star review online alleging poor service. The best brand management response is to:
- Ignore the review to avoid drawing attention to it
- Publicly respond professionally and offer to resolve the issue (Correct answer)
- Report the review as fake and request removal
- Offer the reviewer a large cash settlement
Correct answer: Publicly respond professionally and offer to resolve the issue
Publicly responding professionally shows prospective clients that the company takes feedback seriously and resolves issues.
Question 2: Which of the following best describes a 'unique selling proposition' (USP) for a housekeeping business?
- The price list of all services offered
- A specific benefit that distinguishes the company from all competitors (Correct answer)
- The total number of clients served
- The cleaning products used on the job
Correct answer: A specific benefit that distinguishes the company from all competitors
A USP articulates the distinct benefit a company offers that competitors do not, making it memorable to prospects.
Question 3: A housekeeping brand partners with a local real estate agency to offer move-in cleaning packages. This partnership is an example of:
- Vertical integration
- Co-branding or strategic alliance (Correct answer)
- Market cannibalization
- Brand dilution
Correct answer: Co-branding or strategic alliance
Co-branding or a strategic alliance allows two complementary businesses to reach each other's customer base.
Question 4: In email marketing for a housekeeping service, which element most directly impacts whether recipients open the email?
- The email footer
- The subject line (Correct answer)
- The unsubscribe link
- The email body length
Correct answer: The subject line
The subject line is the first thing recipients see and largely determines whether they open or delete the email.
Question 5: A cleaning company tracks the total revenue generated by a client over the entire relationship. This metric is called:
- Customer acquisition cost
- Net promoter score
- Customer lifetime value (Correct answer)
- Return on investment
Correct answer: Customer lifetime value
Customer lifetime value (CLV) measures the total revenue a business can expect from a single customer over time.
Question 6: Which of the following social media strategies is most effective for a residential housekeeping business trying to build local brand awareness?
- Posting generic stock photos daily
- Sharing before-and-after cleaning photos with location tags (Correct answer)
- Running global ad campaigns on LinkedIn
- Posting only during business hours
Correct answer: Sharing before-and-after cleaning photos with location tags
Before-and-after photos with location tags showcase real results and help local prospects find the business organically.
Question 7: A housekeeping company surveys clients using a scale from 0–10 asking how likely they are to recommend the service. This survey measures:
- Customer satisfaction score (CSAT)
- Net promoter score (NPS) (Correct answer)
- Employee engagement score
- Brand awareness index
Correct answer: Net promoter score (NPS)
Net promoter score (NPS) uses a 0–10 recommendation scale to gauge customer loyalty and likelihood to refer.
CHP Marketing & Brand Management 3
A housekeeping company receives a one-star review online alleging poor service.
The best brand management response is to: