Marketing Chapter 15 Answer Cognitive Components Include Expectations Performance Perceptions Disconfirmation Which Results From Comparing

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Answer: Cognitive components include expectations, performance perceptions,

disconfirmation (which results from comparing the latter two), attributions, and equity

perceptions. Affective components include consumer satisfaction and dissatisfaction; it

also includes other emotions such as joy, sadness, disgust, anger, frustration,

embarrassment, shame, pride, love, and commitment.

BUSPROG: Analytic

DISC: Customer

LO: 15-1

Topic: A-head: Outcomes of Consumption

Bloom’s: Knowledge

Difficulty: Easy

2. Define the term critical incident in a consumer behavior context. How might an equity

cognition involving procedural justice contribute to a critical incident for some businesses?

3. List and define the behavioral outcomes of consumption.

4. Describe an instance when you complained about poor service. Using Exhibit 15.1, explain

how you complained to the establishment. Was your complaint acted upon by the service-

providing firm?

5. *What are the different ways in which a firm can react to negative public publicity? Which

way is almost always a bad response?

6. What are two types of revenge that customers may undertake to try to harm a business?

What is your opinion on the ethics of such actions?

7. List types of WOM and/or publicity that are not necessarily negative.

8. What are the different types of switching costs that a consumer faces? Provide examples of

each from your own consumer experiences.

9. *Explain which types of firms are most vulnerable and least vulnerable to consumer

defections.

10. Define each component of true customer loyalty.

11. What is relationship quality, and how does a relationship create value?

12. Consider two retailers: Walgreens Drug Store and Nordstrom’s Department Store. Both

stores have succeeded by providing shopping value to consumers. How does the value each

creates contribute to a lasting relationship between the firm and its loyal consumers?

Outcomes

Bloom’s: Application

Difficulty: Moderate

Group Activity

1. For each of the following product areas, list your favorite brand, and estimate the customer

share you allocate to that brand:

• Gasoline

• Supermarkets

• Phone service

• Hairstylists

• Consumer electronics

• Soft drinks

Then, in groups of three or four, ask students to discuss results and try to determine which

group member is the most likely to be a “loyal” consumer.

2. Ask students to pair up with another student for this exercise. Each student should choose a

famous national brand (retailer, restaurant, bank, etc.) and search Twitter and Facebook for

evidence of WOM or publicity. Discuss results with your teammate, and (as a group)

decide which brand has more problems with these post-consumption behaviors. Discuss

results with the class.

Assignments

1. Search for websites where consumers can place complaints about a product. Print a list of

complaints, and analyze the complaints for patterns. Do these patterns identify a problem

for the company that might be addressed based on complaints?

2. What switching costs are built into doing business with cell phone providers, health-care

providers, Internet music services, and health clubs? Are all switching costs ethical?

3. Take a stance on this statement: Walmart’s success is based on true customer loyalty, and

Walmart is therefore relatively invulnerable to competition.

4. *Describe complaining behavior, and discuss places where a marketer should be on the

watch for evidence of problems with their service or value propositions based on

complaining.

Chapter Video Summary

To view the video case on Harley-Davidson, access the Chapter 15 Media Quiz in CB8

Online (create a course at login.cengage.com).

Harley-Davidson

emphasizes on providing a unique experience to its riders and fostering a sense of community.

Besides facilitating the customization of its motorcycles, it also offers shipping service and

programs such as the Harley Owners Group. By building strong relations, the company has been

successful in turning its customers into its best salespeople.

Ask your students the following questions:

1. How does Harley-Davidson benefit from frequent face-to-face interactions with

customers?

2. How did Harley-Davidson build the phenomenal brand loyalty it currently enjoys?

3. Discuss the marketing strategies of Harley-Davidson.

that they are selling more than just motorcycles and accessories. They are selling the

Harley experience, encouraging people to customize their bikes and to fashion their

identities by their choices. Another successful strategy adopted by them is creating the

Harley Owners Group, an attempt to create a community of bikers promoting a lifestyle.

BUSPROG: Analytic

DISC: Customer

LO: 15-5

Topic: A-head: Link the Concept of Consumer Co-Creation of Value to Consumption

Outcomes

Bloom’s: Comprehension

Difficulty: Moderate

CB Scenario Video

A woman stands in her kitchen, using a smartphone to place an order online. She later uses her

laptop to shop online from the privacy of her home. The products she ordered online are then

delivered to her doorstep.

Ask your students the following questions:

1. How has online shopping redefined the shopping experience?

2. What complaints might you have with your service provider when you are shopping

online?