MKG Exam #4 Ch. 18

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 CSX, which is considerably more expensive.....

consumption guilt

Which disposition alternative is the most widely used by consumers?

throw away

Carl and his family purchased a new home, and the builder left half empty paint cans.....

disposition

Dawn and her two daughters went to see Pride and Prejudice at the movie theater.......

affective performance

The emotional response that owning or using the product or outlet provides is known as _____________.

affective performance

Which of the following is true regarding word-of-mouth?

consumers trust WOM more than any other sources

Hailey purchased furniture for her living room and spent quite a bit of money.......

Decreasing the desirability of rejected alternatives

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 statements is true regarding counterfactual thinking?

Marketers always try to reduce the likelihood that consumer think this way

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

Standardize the relationship across customers

Sherri pulled up to the drive-up ATM at her bank. She put her card in, and it came right back out....

Technology failure

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

The United States is a completely throw away 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 probability and magnitude of postpurchase dissonance.

Which of the following is FALSE regarding committed customers?

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

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

a, b, and c

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

acquisition costs

A consumer's decision of whether or not to take action when he or she is dissatisfied is a function of which of the following?

all of the above

The NFL is able to customize their newsletter by ____________.

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?

all of the above

Which of the following is a key element of relationship marketing?

all of the above

Which of the following is a source of increased customer profitability over time?

all of the above

Which of the following is an alternative once a consumer has decided to get rid of a product?

all of the above

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

all of the above are possible outcomes

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

Consumers that exhibit a positively biased behavior toward a specific brand are exhibiting ______________.

brand loyalty

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

commitment

George has used the same company for his car and home insurance for over 20 years. Any claim........

committed customer

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

committed customer

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

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?

consumer-to-consumer sales

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

core service failure

Hunter purchased a new computer, and he started thinking about what it would be like if he had purchased the other brand that he was considering seriously.....

counterfactual thinking

Every time Hannah buys a sandwich at Subway, she gets a stamp on a card. Once she has 10 stamps, she'll get a free sandwich. This is an example of ______.

customer loyalty program

A brand whose perceived performance falls below expectations generally produces ____________.

dissatisfaction

Savannah works at the front desk at a Marriott Hotel. If a guest has a complaint, she is empowered to make amends.......

front-line employee

Employees who deal directly with consumers are known as _________.

front-line employees

For which product is no disposition involved?

ice cream cone

Kimberly loves the ham and turkey from the Heavenly Ham store. There is only one store in her town.......

inconvenience

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

Which dimension of product performance relates to the physical functioning of the product?

instrumental

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.

involuntary switching

Kristen purchased a chair and ottoman from a national chain furniture store.......

nonsatisfaction

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.

nonsatisfaction

Connie just purchased her first new car, and she's actually feeling a little bad about it. She's concerned about how much money.........

postpurchase dissonance

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

postpurchase dissonance

Bob wants to purchase a big screen television, be he's reluctant because he tells himself that "If I buy it now, then the price will drop and I'll regret not waiting longer....

prefactual thinking

Which of the following refers to imagining different outcomes before a decision is made?

prefactual thinking

Which of the following occurs when a consumer actively acquires a product that is not used or used only sparingly?

product nonuse

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

recycle it

An attempt to develop an ongoing, expanding exchange relationship with a firm's customers is called _________.

relationship marketing

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.........

relationship marketing

Kevin buys the same brand of clothing all the time.....

repeat purchaser

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

repeat purchasers

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.....

responses to service failures

Jose and his family, all mexican by birth, went to dine at a new Mexican restaurant in Houston.......

satisfaction

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

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......

switching costs

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

switching costs

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

symbolic

A consumer using a product in a new way if referred to as ________.

use innovativeness

The external ice cube shoot on Cade's refrigerator door was not working properly. She could hear the ice falling into the shoot, but nothing would come out.

use innovativeness

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

What is the first decision a dissatified 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