CB Chapter 18 Book

Jensen decides to change to another eye doctor after her last appointment when she was kept waiting in the exam room for 45 minutes before the doctor showed up. What is causing Jensen's dissatisfaction?

Inconvenience

What type of product would result in e-waste?

Personal computer

Use innovativeness by consumers helps marketers as

discovery of new applications of their products greatly increases their sales.

Firms attempt to maximize consumer satisfaction to subvert the ripple effect caused by

dissatisfied consumers engaging in negative WOM about that firm.

What four aspects of a purchase affect a consumer's decision to take action when dissatisfied?

ease of taking an external action characteristics of the consumer consumer's overall level of satisfaction with a brand or firm importance of that product to the consumer

True or false: Affective performance of a product is always independent of its instrumental or symbolic performance.

false

True or false: Brand loyalty is expressed by a consumer immediately upon noticing a brand for the first time.

false

Studies show that consumers have particularly negative reactions to delays in service when they believe that the service provider

has control over the delay and the consumer has little to do during the delay.

For most durable goods, consumers are reluctant to buy a new item until the old item

has fully depreciated its value.

A firm must _____ to generate committed customers.

have a customer-focused attitude

If a consumer does not take an external action when dissatisfied with a firm or brand he or she is likely to

instrumental performance have a less favorable attitude toward that firm or brand.

What emotion is generally associated with postpurchase dissonance?

anxiety

In situations where a consumer must dispose of a product before acquiring a new product, it is advantageous for the manufacturers and retailers to

assist consumers in the disposition process.

For which product category is brand identification by committed consumers the most common?

cars

The turnover in a firm's customer base is referred to as

churn

A customer loyal to a brand, service, or store is known as a(n) _____ customer.

committed

What three reasons can prevent a consumer from complaining to a company when dissatisfied with a product or service?

company makes situation uncomfortable lack of resources introversion

When a consumer sells a product directly to another consumer with or without the help of a commercial intermediary, a _____ occurs.

consumer-to-consumer sale

The Priestley family had a yard sale to sell all the things which were no longer of use to them. The yard sale is an example of a

consumer-to-consumer sale.

Which action used by dissatisfied consumers against products, brands, stores, or firms is the most favorable from a company's perspective?

consumers complaining to a company

Corinne bought a new car but feels some trepidation about her purchase after noticing that many cars in her neighborhood are hybrid models that save gas while her new car is not a hybrid. Her trepidation is an example of

consumption guilt.

When negative emotions are aroused as the result of using a service or a product, it leads to

consumption guilt.

What is a relationship marketing strategy used by firms to increase brand-loyal consumers?

customer loyalty programs

What are three tools and strategies used by firms to implement relationship marketing with its customers?

customized mass communications a consumer database advanced employee motivation and training

Dina doesn't like to complain when she has a bad shopping experience because she wants everyone to like her. What is preventing Dina from voicing her dissatisfaction?

personality

Anxiety or doubt felt by a consumer after making a difficult and relatively permanent purchase decision is referred to as _____.

postpurchase dissonance

Match the sources of firm profit growth per customer over time (in the left column) with their appropriate descriptions (in the right column). Instructions

price premium = committed customers who consistently purchase the brand rather than continually negotiating its price or waiting for a sale referrals = consumers who begin to purchase a brand as a result of recommendations from existing customers lower costs = consumers who learn how to interact with a firm more efficiently over time

Hans notices a new brand of barbecue sauce at a point-of-purchase display in the grocery store. He picks up a bottle and plans to have a barbecue this weekend at his place. He puts the sauce in his pantry when he gets home but proceeds to forget all about it. This scenario is an example of

product nonuse.

When a consumer actively purchases a product but utilizes it only sparingly or does not utilize it at all, it is an example of

product nonuse.

Which situation is the most likely to lead to consumer commitment toward a product?

product performance that exceeds expected performance

Consumer comfort reflects the _____ state of the consumer.

psychological

A company's attempt to develop an expanding, ongoing exchange relationship with its consumers is known as

relationship marketing

Consumers who continue to buy the same product or brand though they do not have an emotional attachment to it are called

repeat purchasers.

To ensure that waste-conscious consumers continue to purchase new products, firms must ensure

reuse of products they discard.

What are three situations that might cause customers to become dissatisfied with a product or company?

service encounter failures ethical problems attraction by competitors

Which product category is more likely to lead to customer dissatisfaction due to failed instrumental performance?

smart phones

What two factors can prevent consumers from disposing of current products and replacing them with new ones?

space limitation financial limitation

What are three types of measures consumers can take to express their dissatisfaction with a company or product?

stop purchasing from that store or buying that brand complain to the store or manufacturer engage in negative word of mouth

Matthew has driven a Toyota for the last 12 years and decides to replace it with another Toyota because he doesn't have the time or patience to evaluate other brands. In other words, Matthew considers the _____ costs to be too high.

switching

Joanie likes the sandals she is trying on because they fit well but she doesn't think they will go with any of her outfits. What aspect of her evaluation is causing dissatisfaction with the sandals?

symbolic performance

When the performance of a product relates to image-enhancement or aesthetic performance, it is known as a(n)

symbolic performance.

True or false: The more difficult it is for a consumer to choose among alternative brands, the more likely the shopping experience will create dissonance.

true

Consumers who find different applications for a product are demonstrating

use innovativeness.

Which statement demonstrates a consumer's commitment to a brand?

"I trust this store."

A firm has 40% promoters, 10% detractors, and 50% passively satisfied customers. What is the NPS of this firm?

30

E-waste refers to the waste associated with

personal electronic devices.

_____ is a consumer's psychological state in which anxiety regarding a service has been eased, and he or she is calm and worry free and enjoys peace of mind regarding service encounters with a particular service provider.

Consumer comfort

Which statement accurately describes the relationship between expectations and performance in the evaluation process?

Expectations and perceived performance are not independent of each other.

Which of these consumers is demonstrating the idea that the United States is not a throwaway society?

Heidi will only purchase a new printer if she knows her old printer can be rebuilt and provided to a school.

The ______ is an indirect measure of a firm's attitudinal loyalty based on word-of-mouth (WOM) of its customers.

Net Promoter Score (NPS)

The percentage of a firm's promoter customer base left after subtracting the firm's detractors from it is measured by the

Net Promoter Score.

_____ refers to the costs of finding, evaluating, and adopting a different solution from the current solution to a recognized problem.

Switching cost

The emotional response that using a product provides is known as

affective performance.

The term negativity _ refers to a typical consumer behavior in which the failure of a feature of a given product has a stronger effect on a consumer than the successful functioning of that feature.

bias

When a consumer believes that a brand strengthens and reflects some aspect of his or her self-concept it is called

brand identification.

A biased behavior of a consumer toward one or more alternative brands out of a set of potential solutions is known as his or her

brand loyalty.

What are three likely outcomes if a consumer's expectations with a product are not met?

brand switching making complaints unfavorable word-of-mouth communications

What is a way managers can improve marketing of new products when consumers are reluctant to dispose of an existing item?

by allowing consumers to trade old items for new ones

Kendra forgot to take her favorite shampoo along on vacation. She is in a hurry to get to the hotel so she stops at a convenience store and buys another brand even though she believes it won't be as good. Kendra's expected level of performance for this new shampoo is

low

What are two practices marketers can use to maximize consumer satisfaction?

maintain consistent quality that lives up to reasonable expectations created by a firm create reasonable expectations of a product through ad campaigns

Match the factors that affect postpurchase dissonance in consumers (in the left column) with their appropriate descriptions (in the right column). Instructions

the degree of commitment = A consumer is more likely to experience dissonance if he or she cannot easily change a decision. the importance of a decision to a consumer = A consumer is more likely to experience dissonance if he or she has to make a significant decision. the difficulty of choosing among available alternatives = A consumer is more likely to experience dissonance in increasing magnitude as the difficulty of selecting among potential solutions increases. a consumer's greater tendency to experience anxiety = A consumer is more likely to experience dissonance if he or she has a tendency to feel worried.

Marketers put significant effort into having a high percentage of satisfied consumers because

these consumers are much more likely to purchase the same brand repeatedly.