MKG 310 Chapter 18
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 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
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 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 _____.
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 sale
Negative emotions or guilt feelings aroused by the use of a product or a service are referred to as _____.
consumption guilt
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
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, 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 grocery deli. Which reason for changing providers does this represent?
inconvenience
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
Why must manufacturers design products with both the primary purpose and other potential uses in mind?
stringent product liability laws
Which disposition alternative is the most widely used by consumers?
throw away
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 _____.
use innovativeness
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
Expenses associated with advertising, establishing a new account, and mailing catalogs are examples of _____.
acquisition costs
Which of the following is true regarding word-of-mouth (WOM)?
Consumer trust WOM more than many other sources
Which of the following is a source of increased customer profitability over time?
all of the above
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.
_____ continue to buy the same brand though they do not have an emotional attachment to it.
Repeat purchases
Which of the following is NOT an alternative if a consumer decides to retain a product's package?
recycle it
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.
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
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
The emotional response that owning or using the product or outlet provides is known as _____.
affective performance
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
Customer complaints communicated directly to the company and no one else are important because
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
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 who exhibit a positively biased behavior toward a specific brand are exhibiting _____.
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 _____.
brand loyalty
The term used to refer to turnover in a firm's customer base is _____.
churn
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
Rebecca is a single woman in her 40s. She sold her Honda Civic and bought an Acura CSX, 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
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
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 _____.
dissatisfaction
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 _____.
e-waste
Employees who deal directly with consumers are known as _____.
frontline employees
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 employees
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
What are the two dimensions to performance for products?
instrumental and symbolic
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?
involuntary switching
Which of the following is true regarding the Net Promoter Score (NPS)?
is asks WOM questions
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
An outlet or brand whose performance confirms a low-performance expectation generally will result in _____.
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 _____.
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. Rod is most likely experiencing _____.
nonsatisfaction
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
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
Doubt or anxiety regarding a purchase a consumer has made is known as _____.
postpurchase dissonance
_____ 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 occurs when a consumer actively acquires a product that is not used or used only sparingly relative to its potential use?
product nonuse
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?
responses to service failures
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
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 customers
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 costs
The costs of finding, evaluating, and adopting another solution are known as _____.
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?
symbolic
Which dimension of product performance relates to aesthetic or image-enhancement performance?
symbolic
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
Customer relationship management (CRM) programs are _____.
used to increase satisfaction, commitment, and retention of key customers
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
What is the first decision a dissatisfied customer will make?
whether or not to take any external action
