Chapter 18, Mkgt Test 3

brand loyalty

Consumers who exhibit a positively biased behavior toward a specific brand are exhibiting _____. Question options: brand loyalty brand leverage brand image brand equity brand bias

use innovativeness

Using WD-40 as an additive to fish bait is an example of _______. Question options: counterfeit thinking prefactual thinking use innovativeness usage expansion extended use thinking

use innovativeness

Using a product in a new way is referred to as _____. Question options: counterfactual thinking prefactual thinking use innovativeness usage expansion extended use thinking

whether or not to take any external action

What is the first decision a dissatisfied customer will make? Question options: whether to complain to the store or to the manufacturer whether or not to stop buying that brand whether or not to take any external action whether or not to initiate legal action whether or not to complain to a government agency

satisfaction

When perceptions of product performance match expectations that are at or above the minimum performance level, _____ generally results. Question options: satisfaction dissatisfaction nonsatisfaction elation surprise

throw away

Which disposition alternative is the most widely used by consumers? Question options: trade in recycle throw away give away sell

core service failure

Which of the following factors is the MOST likely reason consumers change providers of a service? Question options: core service failure service encounter failure pricing attraction by competitors ethical problems

They are less likely to forgive an occasional product or service failure.

Which of the following is FALSE regarding committed customers? Question options: They are unlikely to consider additional information when making a purchase. They are resistant to competitors' marketing efforts. They are less likely to forgive an occasional product or service failure. They are likely to be a source of positive word-of-mouth. They are more profitable to the firm than mere repeat purchasers.

The United States is a completely throwaway society, and consumers are willing to purchase new products without concern for waste.

Which of the following is FALSE regarding the way in which disposition decisions can affect a firm's marketing strategy? Question options: For most durable goods, consumers are reluctant to purchase a new item until they have "gotten their money's worth" from the old one. Disposition sometimes must occur before acquisition of a replacement because of space or financial limitations. Frequent decisions by consumer to sell, trade, or give away used products results in a large used-product market that can reduce the market for new products. The United States is a completely throwaway society, and consumers are willing to purchase new products without concern for waste. Environmentally sound disposition decisions benefit society as a whole and thus the firms that are part of that society.

All of the above are possible outcomes.

Which of the following is NOT a possible outcome once a consumer is satisfied? Question options: committed customer discontinued use repeat purchases increased use All of the above are possible outcomes.

increased churn

Which of the following is NOT a source of increased customer profitability over time? Question options: increased sales volume lower costs referrals increased churn price premium

increase the importance of alternatives that were not considered in the purchase initially

Which of the following is NOT an action a consumer may utilize to reduce dissonance? Question options: increase the desirability of the brand purchased decrease the desirability of rejected alternatives decrease the importance of the purchase decision reverse the purchase decision (return the product before use) increase the importance of alternatives that were not considered in the purchase initially

Recycling

Which of the following is NOT an alternative if a consumer decides to retain a product's package? Question options: store it use it for original purpose recycle it use it for a new purpose All of the above are alternatives in this situation.

it asks WOM questions

Which of the following is TRUE regarding the Net Promoter Score (NPS)? Question options: It works well in all industries. It asks WOM questions. It calculates satisfaction scores. It is difficult to use. All of the above are true.

customizing the relationship to the individual customer

Which of the following is a key element of relationship marketing? Question options: customizing the relationship to the individual customer pricing in a manner to encourage loyalty augmenting the core service or product with extra benefits marketing to employees so that they will perform well for customers all of the above

all of the above

Which of the following is an alternative once a consumer has decided to get rid of a product? Question options: sell it give it away loan it to someone throw it away all of the above

The importance of the decision to the consumer is one factor that influences the probability and magnitude of postpurchase dissonance.

Which of the following is true regarding postpurchase dissonance? Question options: All consumer purchase decisions are followed by postpurchase dissonance of some sort. The importance of the decision to the consumer is one factor that influences the probability and magnitude of postpurchase dissonance. The individual's tendency to experience anxiety is not related to postpurchase dissonance. The easier it is to alter the decision, the more likely postpurchase dissonance will be. Nominal decision making usually results in the greatest magnitude of postpurchase dissonance.

relationship marketing

An attempt to develop an ongoing, expanding exchange relationship with a firm's customers is called _____. Question options: relationship marketing internal marketing personal marketing formal marketing acquisition marketing

nonsatisfaction

An outlet or brand whose performance confirms a low-performance expectation generally will result in _____. Question options: satisfaction dissatisfaction nonsatisfaction elation anger

post purchase dissonance

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 _____. Question options: postpurchase worry postpurchase guilt postpurchase dissonance postpurchase shame postpurchase fear

affective performance

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 _____. Question options: affective performance direct performance instrumental performance symbolic performance consummatory performance

postpurchase dissonance

Doubt or anxiety regarding a purchase a consumer has made is known as _____. Question options: postpurchase worry postpurchase guilt postpurchase dissonance postpurchase shame postpurchase fear

core service failure

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? Question options: core service failure service encounter failure pricing attraction by competitors ethical problems

e-waste

Exploding demand and short product life spans for high-tech gadgets such as cell phones, personal computers, and various other personal electronic devices is creating growing concerns over _____. Question options: e-waste poisonous waste hazardous waste reusable waste recyclable waste

negativity bias

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 ______. Question options: technology bias service design flaw customer failure negativity bias financial failure

consumer to consumer sale

Jon purchased an antique watch on eBay from another consumer. Which type of sale is this known as? Question options: direct-to-consumer sale consumer-to-consumer sale personal sale private sale electronically mediated sale

brand loyalty

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 _____. Question options: brand loyalty brand leverage brand image brand equity brand bias

repeat purchaser

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) _____. Question options: trapped purchaser committed customer repeat purchaser nonsatisfied customer indifferent purchaser

nonsatisfaction

Kristen purchased a chair and ottoman from a national chain furniture store. After only six months, the fabric started to fade and tear in some spots. While she didn't spend much money on this chair, she did expect it to last longer than that. Kristen most likely experienced _____. Question options: satisfaction dissatisfaction nonsatisfaction elation guilt

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 _____. Question options: relationship marketing internal marketing personal marketing formal marketing acquisition marketing

symbolic

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? Question options: affective direct instrumental symbolic consummatory

consumption guilt

Negative emotions or guilt feelings aroused by the use of a product or a service are referred to as _____. Question options: postpurchase anxiety consumption guilt consumption anxiety postpurchase dissonance consumption dissonance

commitment

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 _____. Question options: nonsatisfaction extended decision making commitment relationship marketing customer value

involuntary switching

Renee has been going to the same dentist for years. However, her employer changed her dental insurance plan, and her dentist was not part of the plan. She had to switch to an approved dentist. Which reason for changing providers does this represent? Question options: involuntary switching responses to service failures pricing attraction by competitors ethnical problems

switching costs

The costs of finding, evaluating, and adopting another solution are known as _____. Question options: incurred costs switching costs effort costs balancing costs committed costs

affective performance

The emotional response that owning or using the product or outlet provides is known as _____. Question options: affective performance direct performance instrumental performance symbolic performance consummatory performance

all of the above

The probability of a consumer experiencing postpurchase dissonance, as well as the magnitude of such dissonance, is a function of which of the following? Question options: the degree of commitment or irrevocability of the decision the importance of the decision to the consumer the difficulty of choosing among the alternatives the individual's tendency to experience anxiety all of the above

churn

The term used to refer to turnover in a firm's customer base is _____. Question options: turnover churn attrition rate turn ratio defection rate

Consumers trust WOM more than many other sources.

Which of the following is TRUE regarding word-of-mouth (WOM)? Question options: WOM is a minor factor in consumer behavior. Consumers trust WOM more than many other sources. Satisfaction yields more WOM than does dissatisfaction. Consumers do not give WOM much merit, especially negative WOM. Marketers are not concerned about WOM.

nonconsumption guilt

Which of the following occurs when a consumer actively acquires a product that is not used or used only sparingly relative to its potential use? Question options: consumption guilt nonconsumption guilt product nonuse counterfactual thinking prefactual thinking

committed customer

Which type of customer has an emotional attachment to the brand or firm? Question options: repeat purchaser satisfied buyer total buyer committed customer affective customer

consumer to consumer sale

Which type of sale occurs when one consumer sells a product directly to another with or without the assistance of a commercial intermediary? Question options: direct-to-consumer sale consumer-to-consumer sale personal sale private sale direct marketing

stringent product liability laws

Why must manufacturers design products with both the primary purpose and other potential uses in mind? Question options: consumers demand it competition requires it to be able to promote secondary uses stringent product liability laws to save on research and development costs

repeat purchasers

_____ continue to buy the same brand though they do not have an emotional attachment to it. Question options: Repeat purchasers Brand loyals Committed customers Satisfied buyers Referred buyers

price premium

_____ 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. Question options: Acquisition cost Referral Price premium Price indifferent Price insensitive

acquistion costs

Expenses associated with advertising, establishing a new account, and mailing catalogs are examples of _____. Question options: churn opportunity costs switching costs contribution costs acquisition costs

ice cream cone

For which product is no disposition involved? Question options: ice cream cone laundry detergent soft drink clothing electronics

decreasing the desirability of rejected alternatives

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? Question options: increasing the desirability of the brand purchased decreasing the desirability of rejected alternatives decreasing the importance of the purchase decision reversing the purchase decision increasing the importance of the purchase decision

Instrumental

Leon is concerned with the reliability and durability of laptop computers he is considering purchasing. This represents which dimension of product performance? Question options: affective direct instrumental symbolic consummatory

relationship marketing

Marketing efforts focused on a firm's current customers are generally termed _____. Question options: relationship marketing internal marketing personal marketing formal marketing acquisition marketing