76. An attempt to develop an ongoing, expanding exchange relationship with a firm’s customers is called
A. relationship marketing.
B. internal marketing.
C. personal marketing.
D. formal marketing.
E. acquisition marketing.
77. Marriott Rewards customers earn points whenever they stay at any Marriott property. Louis is in this program,
and he travels quite a bit because he works in sales. He usually stays at a Courtyard by Marriott, and when he walks
into the lobby there is a sign by the desk welcoming him by name as well as other Marriott Rewards customers who
might be staying there. This ongoing relationship between Louis and Marriott is an example of
A. relationship marketing.
B. internal marketing.
C. personal marketing.
D. formal marketing.
E. acquisition marketing.
78. Which of the following is a key element of relationship marketing?
A. Customizing the relationship to the individual customer.
B. Pricing in a manner to encourage loyalty.
C. Augmenting the core service or product with extra benefits.
D. Marketing to employees so that they will perform well for customers.
E. All of these choices are correct.
79. Which of the following is not a key element of relationship marketing?
A. developing a core service or product around which to build a customer relationship
B. pricing in a manner to encourage loyalty
C. augmenting the core service or product with extra benefits
D. marketing to employees so that they will perform well for customers
E. standardize the relationship across customers
80. Every time Hannah buys a sandwich at Super Subs, she gets a stamp on a card. Once she has 10 stamps, she’ll
get a free sandwich. This is an example of a(n)
A. sandwich stamp program.
B. acquisition program.
C. customer loyalty program.
D. tie-in program.
E. overlay program.
18-34
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of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Easy
Gradable: automatic
Learning Objective: 18-06 Describe the relationship between satisfaction, repeat purchase, and customer commitment.
Topic: Repeat Purchasers, Committed Customers, and Marketing Strategy
True or False Questions
81. Nominal and most limited decision making will not produce postpurchase dissonance.
82. Consumers might experience guilt by the use of a product or a service.
83. Most consumer purchases involve relatively high-involvement decision making, and therefore, arouse little or no
postpurchase dissonance.
84. Sometimes consumers purchase products and do not use them.
85. Disposition of the product or the product’s container may occur before, during, or after product use.
86. A consumer selling something to another individual through an online intermediary (i.e., eBay) is known as a
consumer-to-consumer sale.
87. A consumer can be neither satisfied nor dissatisfied.
18-36
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: 18-05 Explain the determinants and outcomes of satisfaction and dissatisfaction.
Topic: The Evaluation Process
88. Functional performance relates to the physical functioning of the product.
89. If a customer is dissatisfied with a company’s product, the company would prefer that he or she complains to the
company.
90. Affective performance can arise from only the symbolic dimension of product performance.
91. Firms need to satisfy consumer expectations by creating reasonable expectations through promotional efforts and
maintaining consistent quality so those expectations are fulfilled.
92. Repeat purchasers continue to buy the same brand because of their emotional attachment to it.
93. Committed customers are less likely to forgive a product or service failure.
94. Churn is a term used to refer to turnover in a firm’s customer base.
18-38
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: Repeat Purchasers, Committed Customers, and Profits
95. For many products and services, there are wide variations in profitability across customers.
96. Many customer loyalty programs are designed to generate repeat purchases rather than committed customers.
97. Define the concept of postpurchase dissonance, and discuss the factors that influence the probability and
magnitude of a consumer experiencing it.
18-39
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: manual
Learning Objective: 18-02 Define and discuss post-purchase dissonance.
Topic: Postpurchase Dissonance
98. Bob and Stephanie purchased a new, 55” 4K outdoor television, and they spent over $1,500. After they got it
home, Stephanie started feeling anxious about this purchase and wondered if they should have shopped a little more
and become more informed about these types of TVs and looked at a few more alternatives than just the ones they
did before purchasing this one. Stephanie is experiencing postpurchase dissonance. Explain what she can do to
reduce it.
Explanation:
After the purchase is made, the consumer may utilize one or more of the following approaches to reduce dissonance:
99. If a consumer decides to get rid of a product and/or its package, what are his or her options?
Explanation:
Once a consumer has decided to get rid of a product and/or its package, he or she has several choices:
100. Explain how disposition decisions can affect a firm’s marketing strategy.
101. Define relationship marketing, and list its five key elements.
102. Discuss the Net Promoter Score and its use by marketers to quantify and manage loyalty.
Explanation:
The Net Promoter Score (NPS) is an indirect measure based on word of mouth (WOM). The technique is based on
the following question: “How likely is it that you would recommend (company X) to a friend or colleague?”
Chapter 18 Test Bank Summary
Category
# of Questions
AACSB: Analytical Thinking
102
Accessibility: Keyboard Navigation
102
Blooms: Remember
70
Blooms: Understand
32
Difficulty: Easy
14
Difficulty: Hard
10
Difficulty: Moderate
78
Gradable: automatic
96
Gradable: manual
6
Learning Objective: 18–01 Describe the various post-
purchase processes engaged in by consumers.
2
Learning Objective: 18–02 Define and discuss post-purchase dissonance.
13
Learning Objective: 18–03 Discuss the issues surrounding product use and nonuse
and their importance to marketers.
7
Learning Objective: 18–04 Summarize disposition options and their relevance to
marketers and public policy.
14
Learning Objective: 18–05 Explain the determinants and outcomes of
satisfaction and dissatisfaction.
37
Learning Objective: 18–06 Describe the relationship between satisfaction,
repeat purchase, and customer commitment.
29
Topic: Customer Satisfaction, Repeat Purchases, and Customer Commitment
13
Topic: Disposition
9
Topic: Dissatisfaction Responses
6
Topic: Marketing Strategy and Dissatisfied Consumers
4
Topic: Postpurchase Dissonance
13
Topic: Postpurchase Processes, Customer Satisfaction, and Customer Commitment
2
Topic: Product Disposition and Marketing Strategy
5
Topic: Product Nonuse
2
Topic: Product Use
5
Topic: Repeat Purchasers, Committed Customers, and Marketing Strategy
8
Topic: Repeat Purchasers, Committed Customers, and Profits
8
Topic: The Evaluation Process
27