Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
50.
Ronald is dissatisfied with a product he has bought. What is the first decision Ronald will make
with regard to his dissatisfying situation?
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?
52.
Even if a dissatisfied consumer takes no external action, which of the following is likely?
53.
Which of the following is TRUE regarding word-of-mouth (WOM)?
54.
Employees who deal directly with consumers are known as _____.
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 _____.
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?
57.
Factors such as timely delivery, order accuracy, billing accuracy, and merchandise quality are
part of which dimension in online satisfaction and dissatisfaction?
58.
Customer complaints communicated directly to the company and no one else are important
because _____.
59.
Which of the following is TRUE regarding the Net Promoter Score (NPS)?
60.
_____ continue to buy the same brand though they do not have an emotional attachment to it.
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) _____.
62.
The costs of finding, evaluating, and adopting another solution are known as _____.
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 because she has several of her bill payments set up
as automatic debits. The cost of changing to another bank represents Sandy's _____.
64.
Consumers who exhibit a positively biased behavior toward a specific brand are exhibiting
_____.
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 _____.
66.
Which type of customer has an emotional attachment to the brand or firm?
67.
George has used the same company for his car and home insurance for more than 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) _____.
68.
Which of the following is FALSE regarding committed customers?
69.
The term used to refer to turnover in a firm's customer base is _____.
70.
Expenses associated with advertising, establishing a new account, and mailing catalogs are
examples of _____.
71.
Which of the following is a source of increased customer profitability over time?
72.
Which of the following is NOT a source of increased customer profitability over time?
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.
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?
75.
Marketing efforts focused on a firm's current customers are generally termed _____.
76.
An attempt to develop an ongoing, expanding exchange relationship with a firm's customers is
called _____.
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 _____.
78.
Which of the following is a key element of relationship marketing?
79.
Which of the following is NOT a key element of relationship marketing?
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) _____.
True / 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.
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.
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.
Essay Questions
97.
Define the concept of postpurchase dissonance, and discuss the factors that influence the
probability and magnitude of a consumer experiencing it.
98.
Bob and Stephanie purchased a new, 55-inch high-definition television, and they spent more
than $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.
99.
If a consumer decides to get rid of a product and/or its package, what are his or her options?
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.
