Ch.18 quiz

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

use innovativeness.

Using a product in a new way is referred to as

use innovativeness.

The probability of a consumer experiencing postpurchase dissonance, as well as the magnitude of such dissonance, is a function of which of the following?

All of these choices are correct

Which of the following is not an action a consumer may utilize to reduce dissonance?

Increase the importance of alternatives that were not considered in the purchase initially.

Which of the following means that the consumer is enthusiastic about a particular brand and is somewhat immune to actions by competitors?

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

commitment.

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

consumer-to-consumer sale

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

stringent product liability laws

The costs of finding, evaluating, and adopting another solution are known as

switching cost

Which disposition alternative is the most widely used by consumers?

throw away

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.

What are the two dimensions to performance for products?

instrumental and symbolic

Factors such as timely delivery, order accuracy, billing accuracy, and merchandise quality are part of which dimension in online satisfaction and dissatisfaction?

fulfillment and reliability

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.

Which of the following is true regarding postpurchase dissonance?

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

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 also didn't expect it to last very long. Kristen most likely experienced

nonsatisfaction.

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

recycle it

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

acquisition costs.

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

consumption guilt.

Which of the following is true regarding the Net Promoter Score (NPS)?

it asks WOM questions

An outlet or brand whose performance confirms a low-performance expectation generally will result in

nonsatisfaction.

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.

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.

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

__________ 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

Customer complaints communicated directly to the company and no one else are important because

All of these choices are correct

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

Consumers trust WOM more than many other sources.

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

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

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

brand loyalty.

__________ continue to buy the same brand though they do not have an emotional attachment to it.

Repeat purchasers

A brand whose perceived performance falls below expectations generally produces

dissatisfaction

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

during, after, and before

Affective performance can arise from only the symbolic dimension of product performance.

false

Committed customers are less likely to forgive a product or service failure.

false

Functional performance relates to the physical functioning of the product.

false

For which product is no disposition involved?

ice cream cone

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

increased churn

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

postpurchase dissonance.

Jose and his family, all Mexican by birth, went to dine at a new Mexican restaurant in Houston, which is home to many outstanding Mexican restaurants. They were expecting authentic Mexican food, and they got it. They most likely experienced

satisfaction

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

service encounter failure

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 dimension of product performance relates to aesthetic or image-enhancement performance?

symbolic

The increase in product valuation based on "mere" ownership is called

the endowment effect.

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

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 desirability of rejected alternatives.

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

Most consumer purchases involve relatively high-involvement decision making, and therefore, arouse little or no postpurchase dissonance.

false

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.

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

postpurchase dissonance.

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?

product nonuse

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

satisfaction

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

standardize the relationship across customers

A consumer can be neither satisfied nor dissatisfied.

true

If a customer is dissatisfied with a company's product, the company would prefer that he or she complains to the company.

true

Many customer loyalty programs are designed to generate repeat purchases rather than committed customers.

true

Nominal and most limited decision making will not produce postpurchase dissonance.

true

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

What is the first decision a dissatisfied customer will make?

whether or not to take any external action

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

will have a less favorable attitude toward the store or brand