chapter 18 practice test

Negative emotions or guilt feelings aroused by the use of a product or a service are referred to as

consumption guilt

Rebecca is a single woman in her 40s. She sold her Honda Civic and bought an Acura RLX, which is considerably more expensive. She was going to her brother's house with her mother, and she asked her mother to drive in her car instead of Rebecca's new one. She didn't want her brother to see that she had purchased an expensive car for herself. Rebecca was experiencing

consumption guilt

Rod wasn't expecting much from the painters that came to his house. True to form, they did not do a good job and confirmed his low-performance expectations. Rod is most likely experiencing

nonsatisfaction

Which disposition alternative is the most widely used by consumers?

throw away

Which of the following is true regarding word-of-mouth (WOM)?

consumers trust WOM more than many other sources

Which type of customer has an emotional attachment to the brand or firm?

committed customer

Which of the following is not a possible outcome once a consumer is satisfied?

ALL CHOICES

Expenses associated with advertising, establishing a new account, and mailing catalogs are examples of

acquisition cost

Dawn and her two daughters went to see Pride & Prejudice at the movie theater. They all loved the movie and came out saying "we're so glad she married Mr. Darcy!" This movie provided them with

affective performance

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?

branch banks

Pam and her friends ate at a new Italian restaurant, and the food, service, and ambiance exceeded their expectations. They all decided that this was the only Italian restaurant they will ever go to again in their town. This is an illustration of

commitment

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

committed customer

Jon purchased an antique watch on eBay from another consumer. Which type of sale is this known as?

consumer to consumer sale

Eric booked a hotel through hotels.com. However, when he arrived at the hotel, they had no record of his reservation, and he was unable to get a room. He decided then that he would never use this service again. Which reason for changing providers does this represent?

core service failure

Which of the following factors is the most likely reason consumers change providers of a service?

core service failure

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)

customer loyalty program

Hailey purchased furniture for her living room and spent quite a bit of money. After she purchased it, she started regretting that she spent so much and she wasn't sure she liked the furniture. To make herself feel better, she told herself that the other furniture she was considering really wasn't that good and probably would not last as long as the furniture she ended up purchasing. Which of the following is Hailey using to reduce her postpurchase dissonance?

decreasing the desireabilithy of rejected alternatives

Carl and his family purchased a new home, and the builder left half empty paint cans in the garage. Carl doesn't know what to do with them because he cannot put them out in the regular trash. Carl is concerned with which of the following with regard to the paint?

disposition

A brand whose perceived performance falls below expectations generally produces Group of answer choices

dissatisfaction

Disposition of the product or the product's container may occur __________product use.

during after before

Exploding demand and short product life-spans for high-tech gadgets such as mobile phones, personal computers, and various other personal electronic devices is creating growing concerns over

e waste

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

frontline employee

Kimberly loves the ham and turkey from the Heavenly Ham store. There is only one store in her town, though, and it is pretty far away. She goes that direction on Saturdays for her daughter's music lesson, but by the time it's over and she's heading home, the store is already closed. Sometimes she brings a cooler and stops there before her daughter's lesson, but most of the time she forgets to bring the cooler. She usually ends up buying lunch meat at the local grocery deli. Which reason for changing providers does this represent?

inconveincence

Which of the following is not a source of increased customer profitability over time?

increased churn

Leon is concerned with the reliability and durability of laptop computers he is considering purchasing. This represents which dimension of product performance?

instrumental

What are the two dimensions to performance for products?

instrumental and symbolic

Which of the following is false regarding committed customers?

less likely ot forigve service failure

Failure on a given product or service characteristic often has a stronger effect on consumers than success on that same characteristic. This is known as

negativity bias

Connie just purchased her first new car, and she's actually feeling a little bad about it. She's concerned about how much money she spent and how long she will be making car payments. She's not sure she made the right choice, either. She liked another car a little better, but ended up purchasing another model. Connie is experiencing

post purchase dissonance

Carla continued to search for information on cars even after she purchased one. She would go over her decision in her head, and pay attention to ads that featured the car she bought. She was also noticing how many other people drove her model of car, which made her feel more confident that she made a wise decision. Carla is attempting to reduce

post purhcase dissonacnce

Doubt or anxiety regarding a purchase a consumer has made is known as

postpurchase dissonacnce

________ 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

price premium

Which of the following is not an alternative if a consumer decides to retain a product's package?

recycle it

Marketing efforts focused on a firm's current customers are generally termed

relationship marketing

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

relationship marketing

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)

repeat purchaser

Simon was dissatisfied with the meal and service he received at a restaurant, so he complained. The manager came out and was arrogant to Simon, and Simon felt like he was trying to blame him for the bad experience he had by saying he was too picky. Simon vowed never to eat at that restaurant again. Which reason for changing providers does this represent?

response to service failures

When perceptions of product performance match expectations that are at or above the minimum performance level, __________ generally results.

satisfaction

Service employees that are uncaring, impolite, unresponsive, or unknowledgeable will cause consumers to switch providers for which reason?

service encounter failure

Which of the following is not a key element of relationship marketing?

standardize the relationship across customersco

Why must manufacturers design products with both the primary purpose and other potential uses in mind?

stringent product liability laws

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

switching cost

Monique is buying a new coat for the winter. While she is concerned with how well the coat will keep her warm, she is also concerned with how stylish it will make her look. Her concern for stylishness represents which dimension of product performance?

symbolic

Which of the following is false regarding the way in which disposition decisions can affect a firm's marketing strategy?

the US is a completely throwaway society and consumers are willing to purchase new products without concern for waste

Which of the following is true regarding postpurchase dissonance?

the importance of the decision to the consumer is one factor that influences the probablity an dmagnitude of postpurchase dissonace

Using WD-40 as an additive to fish bait is an example of Group of answer choices

use innovativeness

he external ice cube chute on Cade's refrigerator door was not working properly. She could hear the ice falling into the chute, but nothing would come out. She looked inside and realized there was a solid block of ice clogging the chute, and she couldn't get it loose. Cade decided to use a hair dryer to melt the ice, and it worked. Cade's using a hair dryer in a new way represents

use innovativeness

Factors such as information quality, navigation, price, merchandise availability, purchase process, and order tracking are part of which dimension in online satisfaction and dissatisfaction?

website design and interaction

Ronald is dissatisfied with a product he has bought. What is the first decision Ronald will make with regard to his dissatisfying situation?

whether or not to take any external action

Even if a dissatisfied consumer takes no external action, which of the following is likely? Group of answer choices

will have less favorable attitude toward the store brand