18-21
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 18-05 Explain the determinants and outcomes of satisfaction and dissatisfaction.
Topic: The Evaluation Process
49. What is the first decision a dissatisfied customer will make?
A. whether to complain to the store or to the manufacturer
B. whether or not to stop buying that brand
C. whether or not to take any external action
D. whether or not to initiate legal action
E. whether or not to complain to a government agency
50. Ronald is dissatisfied with a product he has bought. What is the first decision Ronald will make with regard to
his dissatisfying situation?
A. whether to complain to the store or to the manufacturer
B. whether or not to stop buying that brand
C. whether or not to take any external action
D. whether or not to initiate legal action
E. whether or not to complain to a government agency
51. A consumer’s decision of whether or not to take action when he or she is dissatisfied is a function of which of the
following?
A. importance of the purchase to the consumer
B. ease of taking action
C. consumer’s existing level of overall satisfaction with the brand or outlet
D. characteristics of the consumer involved
E. All of these choices are correct.
52. Even if a dissatisfied consumer takes no external action, which of the following is likely?
A. will engage in negative work-of-mouth
B. will stop buying that brand
C. will have a less favorable attitude toward the store or brand
D. will stop buying at that store
E. All of these choices are correct.
53. Which of the following is true regarding word-of-mouth (WOM)?
A. WOM is a minor factor in consumer behavior.
B. Consumers trust WOM more than many other sources.
C. Satisfaction yields more WOM than does dissatisfaction.
D. Consumers do not give WOM much merit, especially negative WOM.
E. Marketers are not concerned about WOM.
18-23
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 18-05 Explain the determinants and outcomes of satisfaction and dissatisfaction.
Topic: Dissatisfaction Responses
54. Employees who deal directly with consumers are known as
A. foot soldiers.
B. clerks.
C. consumer-level employees.
D. frontline employees.
E. primary employees.
55. Savannah works at the front desk at a Marriott Hotel. If a guest has a complaint, she is empowered to make
amends up to a certain amount without her supervisor’s approval. Savannah is known as a
A. decision maker.
B. key employee.
C. consumer-level employee.
D. frontline employee.
E. primary employee.
56. Factors such as information quality, navigation, price, merchandise availability, purchase process, and order
tracking are part of which dimension in online satisfaction and dissatisfaction?
A. security and privacy
B. fulfillment and reliability
C. customer service
D. website design and interaction
E. All of these choices are correct.
57. Factors such as timely delivery, order accuracy, billing accuracy, and merchandise quality are part of which
dimension in online satisfaction and dissatisfaction?
A. security and privacy
B. fulfillment and reliability
C. customer service
D. website design and interaction
E. All of these choices are correct.
58. Customer complaints communicated directly to the company and no one else are important because
A. they can alert the firm to problems.
B. enable problems to be solved.
C. neutralize negative WOM.
D. enable dissatisfied customers to be more satisfied.
E. All of these choices are correct.
18-25
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Gradable: automatic
Learning Objective: 18-05 Explain the determinants and outcomes of satisfaction and dissatisfaction.
Topic: Marketing Strategy and Dissatisfied Consumers
59. Which of the following is true regarding the Net Promoter Score (NPS)?
A. it works well in all industries
B. it asks WOM questions
C. it calculates satisfaction scores
D. it is difficult to use
E. All of these choices are correct.
60. __________ continue to buy the same brand though they do not have an emotional attachment to it.
A. Repeat purchasers
B. Brand loyals
C. Committed customers
D. Satisfied buyers
E. Referred buyers
61. Kevin buys the same brand of clothing all the time. He continues to buy it because it fits him well and the price
is right, but he does not have an emotional attachment to it. Kevin is an example of a(n)
A. trapped purchaser.
B. committed customer.
C. repeat purchaser.
D. nonsatisfied customer.
E. indifferent purchaser.
62. The costs of finding, evaluating, and adopting another solution are known as
A. incurred costs.
B. switching costs.
C. effort costs.
D. balancing costs.
E. committed costs.
63. Sandy uses online banking, and her bank charges her $4.99 per month. However, she has seen ads for a
competing bank offering free online banking services. She’d like to switch, but she realized that it might be difficult
to do since she has several of her bill payments set up as automatic debits. The cost of changing to another bank
represents Sandy’s
A. incurred costs.
B. switching costs.
C. effort costs.
D. balancing costs.
E. committed costs.
18-27
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 18-06 Describe the relationship between satisfaction, repeat purchase, and customer commitment.
Topic: Customer Satisfaction, Repeat Purchases, and Customer Commitment
64. Consumers who exhibit a positively biased behavior toward a specific brand are exhibiting
A. brand loyalty.
B. brand leverage.
C. brand image.
D. brand equity.
E. brand bias.
65. Joyce will only drink Pepsi, and she feels an emotional attachment to it. That is the brand she was brought up on
and is the one she continues to drink every day. Joyce is exhibiting
A. brand loyalty.
B. brand leverage.
C. brand image.
D. brand equity.
E. brand bias.
66. Which type of customer has an emotional attachment to the brand or firm?
A. repeat purchaser
B. satisfied buyer
C. total buyer
D. committed customer
E. affective customer
67. George has used the same company for his car and home insurance for over 20 years. Any claim he has made
has been handled fairly and quickly. A major hurricane came through his area causing many individuals, including
George, and business owners to lose everything. While he was hearing about so many insurance claim nightmares,
he knew his company would come through because he trusts this company. George is an example of a(n)
A. repeat purchaser.
B. satisfied buyer.
C. total buyer.
D. committed customer.
E. affective customer.
68. Which of the following is false regarding committed customers?
A. They are unlikely to consider additional information when making a purchase.
B. They are resistant to competitors’ marketing efforts.
C. They are less likely to forgive an occasional product or service failure.
D. They are likely to be a source of positive word-of-mouth.
E. They are more profitable to the firm than mere repeat purchasers.
18-29
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 18-06 Describe the relationship between satisfaction, repeat purchase, and customer commitment.
Topic: Customer Satisfaction, Repeat Purchases, and Customer Commitment
69. The term used to refer to turnover in a firm’s customer base is
A. turnover.
B. churn.
C. attrition rate.
D. turn ratio.
E. defection rate.
70. Expenses associated with advertising, establishing a new account, and mailing catalogs are examples of
A. churn.
B. opportunity costs.
C. switching costs.
D. contribution costs.
E. acquisition costs.
71. Which of the following is a source of increased customer profitability over time?
A. increased sales volume
B. lower costs
C. referrals
D. price premium
E. All of these choices are correct.
72. Which of the following is not a source of increased customer profitability over time?
A. increased sales volume
B. lower costs
C. referrals
D. increased churn
E. price premium
73. __________ refers to the fact that repeat and particularly committed customers tend to buy the brand
consistently rather than waiting for a sale or continually negotiating price.
A. Acquisition cost
B. Referral
C. Price premium
D. Price indifferent
E. Price insensitive
18-31
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Hard
Gradable: automatic
Learning Objective: 18-06 Describe the relationship between satisfaction, repeat purchase, and customer commitment.
Topic: Repeat Purchasers, Committed Customers, and Profits
74. For which type of firm has research shown that reducing the number of customers who leave by 5 percent
resulted in the highest percentage increase in average profits per customer?
A. auto services
B. branch banks
C. insurance brokerage
D. industrial laundry
E. credit insurance
75. Marketing efforts focused on a firm’s current customers are generally termed
A. relationship marketing.
B. internal marketing.
C. personal marketing.
D. formal marketing.
E. acquisition marketing.