Chapter 18 Practice Quiz

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 satisfaction. dissatisfaction. nonsatisfaction. elation. anger.

nonsatisfaction.

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

consumption guilt.

Which of the following is not a possible outcome once a consumer is satisfied? committed customer discontinued use repeat purchases increased use All of these choices are possible outcomes.

All of these choices are possible outcomes.

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

committed customer

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

Consumers trust WOM more than many other sources.

__________ 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 . Acquisition cost Referral Price premium Price indifferent Price insensitive

Price premium

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

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 true regarding postpurchase dissonance? 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.

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 false regarding committed customers? 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.

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

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

acquisition costs.

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. direct performance. instrumental performance. symbolic performance. consummatory performance.

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? auto services branch banks insurance brokerage industrial laundry credit insurance

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 nonsatisfaction. extended decision making. commitment. relationship marketing. customer value.

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) repeat purchaser. satisfied buyer. total buyer. committed customer. affective customer.

committed customer.

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

consumer-to-consumer sale

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 postpurchase anxiety. consumption guilt. consumption anxiety. postpurchase dissonance. consumption dissonance.

consumption guilt.

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 service encounter failure pricing attraction by competitors ethical problems

core service failure

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

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) sandwich stamp program. acquisition program. customer loyalty program. tie-in program. overlay program.

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? 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.

decreasing the desirability 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? purchase use disposition consumption product nonuse

disposition

A brand whose perceived performance falls below expectations generally produces satisfaction. dissatisfaction. nonsatisfaction. elation. fear.

dissatisfaction.

Disposition of the product or the product's container may occur __________product use. during after before during and after during, after, and before

during, after, and 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. poisonous waste. hazardous waste. reusable waste. recyclable waste.

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 decision maker. key employee. consumer-level employee. frontline employee. primary employee.

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? involuntary switching responses to service failures pricing inconvenience ethical problems

inconvenience

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

increased churn

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

instrumental

What are the two dimensions to performance for products? instrumental and symbolic latent and manifest immediate and delayed direct and indirect consummatory and instrumental

instrumental and symbolic

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 technology bias. service design flaw. customer failure. negativity bias. financial failure.

negativity bias.

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 consumption guilt. postpurchase dissonance. postpurchase shame. postpurchase fear. consumption anxiety.

postpurchase 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 postpurchase worry. postpurchase guilt. postpurchase dissonance. postpurchase shame. postpurchase fear.

postpurchase dissonance.

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

postpurchase dissonance.

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

recycle it

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

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. internal marketing. personal marketing. formal marketing. acquisition marketing.

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) trapped purchaser. committed customer. repeat purchaser. nonsatisfied customer. indifferent purchaser.

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? involuntary switching responses to service failures pricing attraction by competitors ethical problems

responses to service failures

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

satisfaction

Service employees that are uncaring, impolite, unresponsive, or unknowledgeable will cause consumers to switch providers for which reason? core service failure service encounter failure pricing attraction by competitors ethical problems

service encounter failure

Which of the following is not a key element of relationship marketing? developing a core service or product around which to build a customer relationship 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 standardize the relationship across customers

standardize the relationship across customers

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

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 incurred costs. switching costs. effort costs. balancing costs. committed costs.

switching costs.

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? affective direct instrumental symbolic consummatory

symbolic

The 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 counterfactual thinking. prefactual thinking. use innovativeness. usage expansion. extended use thinking.

use innovativeness.

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

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? security and privacy fulfillment and reliability customer service website design and interaction All of these choices are correct.

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 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

whether or not to take any external action

Even if a dissatisfied consumer takes no external action, which of the following is likely? will engage in negative work-of-mouth will stop buying that brand will have a less favorable attitude toward the store or brand will stop buying at that store All of these choices are correct.

will have a less favorable attitude toward the store or brand