Deck 4: Customer Behavior

Question 1

One of the results of the evolution of marketing is that the focus has changed from a specific sale to what happens before and after the purchase, and what influences customer behavior in general.

Answer 1

True

Question 2

Why is the customer experience important to the marketer?

A) If a marketer can capture the essence of a customer's experience, the marketer can avoid having negative word of mouth going viral through social media.
B) Understanding the customer experience gives the marketer information that would be hard to obtain otherwise given the concerns about privacy.
C) By knowing the thoughts, feelings, and behaviors of a customer, the marketer can provide a superior service, leading to more business in the future.
D) Using the customer experience effectively is necessary to design retail operations.

Answer 2

By knowing the thoughts, feelings, and behaviors of a customer, the marketer can provide a superior service, leading to more business in the future.

Question 3

When he first heard about giving a customer a reason to come back, Marco thought he had to give the customer merchandise. He felt better when he learned:

A) giving them cash, such as a rebate, would be the best way.
B) discounting prices on an everyday basis would be best.
C) having a strong social media presence was what was needed.
D) building relationships and a friendly image would work best.

Answer 3

building relationships and a friendly image would work best.

Question 4

The General Model of Customer Experience cannot begin until:

A) the marketer has built a strong brand that is recognized by potential customers.
B) the customer has a need that must be satisfied.
C) information about ways to satisfy that need are readily available.
D) the customer has sufficient funds to make purchases to satisfy a need.

Question 5

After Erin recognized a need to replace a ruined smart phone, she began trying to recall everything she had heard recently about smartphones and where she could get more information. Erin was at which stage of the General Model of Customer Experience?

A) Need recognition
B) Want development
C) Internalizing searches
D) Information search

Question 6

For a customer to satisfy a need, he or she will need to search for information about how to satisfy that need. Which of the following is NOT true about the information search process?

A) The customer begins by searching his or her memory for information or experiences to satisfy the need.
B) With the growth in information available on-line, the information search step in the model will be eliminated and the model changed.
C) The information search generally begins with the general and narrows as the customer refines the search.
D) If the customer does not have then information, he or she will search externally, and family and friends will be a reliable source.

Question 7

As Brett started planning to relaunch his firm's major product, he knew:

A) potential customers would trust an assertive and authentic information from the firm.
B) customers see third party sources as being the most reliable.
C) customers would depend most on opinions and attitudes of friends and family.
D) customers would not need much information as the product was being relaunched, not introduced.

Question 8

As customers are completing their information search in the General Model of Customer Experience, they:

A) search for the objective facts as a basis for evaluation.
B) rely on the most recent information demonstrating the recency effect.
C) rely on personal values to determine perceived value.
D) go back to need recognition to validate the information gathered.

Question 9

A friend of yours wants to buy a specialized piece of photography equipment. None of her friends knew anything about it, and her family didn't either. She said she doesn't want to rely on the company websites as she feels they are not reliable. For her information search she will likely turn to:

A) third-party information.
B) camera-store sales associates.
C) a downloadable owner's manual.
D) television informercials.

Question 10

Last year, Josh felt cars made in the United States were far superior to those made in Germany or Japan, but now, when he needs a car, German cars are at the top of his list. He has been paying attention to information provided by companies. Marketers know that information and other tools can help create:

A) positive attitudes.
B) objective reality.
C) factual transformations.
D) cognitive dissonance.

Question 11

Angela travels often for work. Sometimes she will do an extensive search to find a special restaurant, but when in a hurry she will fall back on a couple of favorites she knows she likes without thinking too much about it. These decision "short cuts" are known as:

A) decision expedients.
B) heuristics.
C) impulse buying.
D) preference selections.

Question 12

Once a customer has evaluated alternatives and made a choice, three basic issues are left: where to buy, how to pay for it, and:

A) how to lower risk.
B) what options are available.
C) when to buy it.
D) what is the rationale for purchase.

Question 13

Your friend Alexis needed a new outfit for work and began the General Model of Customer Experience with a need recognition and went through a process including the purchase. You were helping her all along the way, but now it's time to see if the need is still there by comparing performance to expectation, known as:

A) cost-benefit analysis.
B) feedback.
C) internal measurements.
D) satisfaction.

Question 14

Jeremy tried a new-flavored energy drink and hated it. He said, "I'll know better next time." This is an example of how future internal information searches are facilitated.

Question 15

Michael went through a very detailed search process to determine and buy the best computer for both his gaming and schoolwork. Instead of being happy with his new computer, he is wondering if he made the right choice, if he examined enough alternatives and whether he should have purchased a different brand. His friends who were majoring in marketing let him vent, but didn't take his concerns seriously as they knew he was suffering from a natural phenomenon known as:

A) anxiety attacks.
B) cognitive dissonance.
C) post purchase depression.
D) innate dissatisfaction.

Question 16

Which of the following is NOT correct when considering word of mouth feedback after the purchase of an item?

A) Customers are more likely to tell more people when they are dissatisfied than when they are satisfied.
B) Negative stories are often exaggerated to make the story sound more dramatic.
C) As stories get repeated, it is characteristic for negative aspects to be exaggerated from what was the original story.
D) Experienced marketers are able to control word of mouth, both positive and negative, to achieve campaign objectives.

Question 17

Ellen and Beth were at the same restaurant one evening, though they do not know each other. Ellen had a superb experience from service to the quality of the food. Beth, on the other hand, had to wait a long time before being seated, had inattentive service and had problems with the food, sending two items back to the kitchen. From what you know about marketing and the General Model of Customer Experience, what would you predict is likely to happen?

A) Both Ellen and Beth will tell as many people as they can about the experience.
B) Ellen will tell many people, including postings on social media, about her great experience, and Beth will keep to herself.
C) Beth will tell many people, including postings on social media, about her bad experience, and Beth may tell a few people.
D) Neither Ellen nor Beth will tell anyone about their adventures outside of a few close friends.

Question 18

An example of word of mouth might be when customers contact the manufacturer with complaints or compliments about a product by telephone.

Question 19

The General Model of Customer Experience has five distinct steps, and these steps follow a logical order. There are times, however, when a customer might take these steps in a different order.

Question 20

Kyle and David are opening a new coffee shop, and while neither was a marketing major in school, they each took a marketing course. They are having a serious conversation about how and why customers might buy their coffee from their shop. David insists that the General Model of Customer Experience means that customers will go through the detailed process, so they need to be concerned about information searches and evaluation. Kyle disagrees. Which of the following would be a good argument that Kyle would make?

A) Customers will go through a detailed information search each time they make a purchase to ensure their satisfaction.
B) Customers will not seek new information but may evaluate the information differently with each purchase.
C) Customers don't really care about information searches or evaluation when the need is strong.
D) Customers internalize the steps in routine purchases and don't notice they are going through the process.

Question 21

Why is it important for marketers to understand post-purchase evaluation as the product or service has already been purchased?

A) With careful consideration of the post-purchase behavior, the marketer can help avoid lawsuits from dissatisfied customers or warranty returns.
B) Collecting information from the purchases and post-purchase behaviors is the most reliable way to gather data about using the General Model of Customer Behavior.
C) Feedback after purchase is the most reliable way to collect information for new product development.
D) The marketer needs to understand behavior before, during, and after purchase to build relationships for future business.

Question 22

A hair stylist who wants to grow her business is studying how customers will purchase her services. Which of the following is accurate about the General Model of Customer Experience?

A) The General Model of Customer Experience applies to product purchases and cannot be used for services like hers.
B) While the General Model described the basis process, there can be significant variations the she needs to include in her plans.
C) The process steps are taken in the precise order of the Model, even for returning customers.
D) As long as she maintains a high level of quality, her customers will be satisfied each time they come in, and the Model does not apply to her situation.

Question 23

Which of the following is NOT one of the significant influence categories used by marketers?

A) Contextual influences
B) Cultural influences
C) Social influences
D) Individual influences

Question 24

One of the important assumptions in marketing is that customers make rational decisions in the context and at the time of the purchase.

Question 25

Your friend Kevin just bought a shirt and tie that you think are ridiculous, and you need to tell him politely that they just won't work. You think back quickly to what you know from marketing about the customer experience. Which of the following would NOT be considered an individual influence of the customer experience that can help you figure out what to say?

A) You know he can afford it.
B) You know he is old enough to make purchases on his own.
C) You know he is single and does not live with his family who might give him advice.
D) You know the store where he purchased it would exchange the shirt and tie if he explained why he needs to return it.

Question 26

You can observe many different personalities amongst your family, friends, and acquaintances, but as a marketer you want to know what part of personality most affects buying decisions in a group of people. Which of the following personality aspects most obviously affects purchase behavior the most?

A) Self-image
B) Thought patterns
C) Feelings about buying things
D) Introvert vs. extrovert

Question 27

You and a friend were watching television yesterday, and when you asked her today about an ad about retirement plans you both talked about at the time, she tells you she didn't see such an ad, let alone talk about it. Which of the perception processes is at work here?

A) Selective attention
B) Selective interpretation
C) Selective filtering
D) Selective retention

Question 28

One of the problems marketers have is trying to persuade a consumer to switch from their current brand to the marketer's brand. These consumers may see promotional pieces, but don't seem persuaded to change, regardless of the evidence presented. Which of the perception processes is at work here?

A) Selective attention
B) Selective interpretation
C) Selective filtering
D) Selective retention

Question 29

One definition of culture is that it's a shared and learned set of beliefs and behaviors amongst people. Marketers can see culture as a macro-environmental factor at work when more than one individual is making a purchase decision. Marketers aren't going to change the impact of culture, but they recognize culture's importance when looking at what kind of influence on the customer experience?

A) Contextual influences
B) Shared influences
C) Social influences
D) Individual influences

Question 30

Maria is known by her friends as a person who won't make a purchase without checking with several of her close friends. These friends who are advising on purchases are known as:

A) reference groups.
B) social capital groups.
C) inspirational groups.
D) consultative groups.

Question 31

Paul follows a small number of professional sports teams with great devotion. He wants to know what the players wear, what they drink, what cars they drive, etc., and then he will use the information he has gathered to decide what to buy similar items for himself. What would a marketer call these teams in relationship to Paul?

A) Purchase idol groups
B) Aspirant groups
C) Sponsored groups
D) Fan-defined groups

Question 32

The large group of people who share hobbies, education, income levels, and similar views of the world is known as a:

A) social class.
B) caste.
C) intellectual cohort.
D) influence stratum.

Question 33

Eduardo observed that he and his fellow Hispanic university students shared certain values and beliefs which had a major impact on his purchasing behaviors. Eduardo was observing:

A) class.
B) culture.
C) subculture.
D) cohort.

Question 34

Brianna was asked by the CMO of her firm to watch customers in a local mall to look at what was influencing customers' decisions. Brianna had to look for factors like time, motivation, and the physical environment. These influences were part of which category of influences on the customer experience?

A) Contextual influences
B) Cultural influences
C) Social influences
D) Individual influences

Question 35

As you go to a grocery store and pick up routine items, you might not recognize you have internalized much of the process. This set of decisions are known as:

A) limited problem solving.
B) routine decisions.
C) heuristics.
D) habitual decision.

Question 36

For many, if not most, college students, the decision about which college or university to attend is one of relatively high risk and can be very expensive. The students likely spent a great deal of time and effort in the Information Search and Evaluation of Alternatives stages in the General Model of Customer Experiences. The name for these kinds of decisions is:

A) limited problem solving.
B) one of a kind problem solving.
C) information-rich problem solving.
D) extensive problem solving.

Question 37

When customers face the common situation where they might use heuristics or engage in some conscious Information Search and Evaluation of Alternatives, they are exhibiting which kind of contextual influence?

A) Routine decisions
B) Limited problem solving
C) Extensive problem solving
D) General Model decisions

Question 38

In examining motivations, customers must satisfy needs like air, food and water before they can be motivated to consider almost any other kind of need.

Question 39

Marketers study motivations-what drives people to act in a certain way, especially when examining purchasing behaviors. To organize these motivations, marketers use a theoretical model known as the:

A) Kotler's Motivation Framework.
B) Kegan's Ranking of Needs.
C) Padgett's Schedule of Wants and Needs.
D) Maslow's Hierarchy of Needs.

Question 40

As customers learn more and more about specific products, they can limit their internal and external searches for information. When thinking about the level of learning and what will be required to provide the customer with the information he or she needs before purchasing, marketers use the term:

A) learning.
B) search utility.
C) expertise.
D) product knowledge.

Question 41

When we are rushed or when we want convenience more than a drawn-out decision-making process, time becomes critical. Which of the following is NOT one of the results of time as an influence on the customer experience?

A) We will use heuristics.
B) We feel there is less value in the information search.
C) We are willing to pay more.
D) We minimize cognitive dissonance when we can blame time.

Question 42

Which of the following is one of the major challenges in business-to-business marketing in working with a buying center?

A) As a permanent group within the firm, if a firm is not chosen for a purchase, the firm will find it difficult to compete again.
B) Each of the members of the buying center has organizational needs, and these needs may conflict with each other.
C) Negotiating with all five members of a buying center consumes a great deal of time and effort, and the marketing firm has no guarantee they will be selected.
D) As buying centers are assembled for a specific purpose and is not a regular team, decision-making is often unorganized and difficult to manage.

Question 43

Even though Ryan had worked diligently to try and meet people at the new firm in his territory, he could not get past the receptionist who kept putting him off. He was extremely disappointed when he found out the firm had decided on a purchase without even considering Ryan's firm or its products. Ryan was having difficulty with which person in the buying center?

A) Gatekeeper
B) Controller
C) Decider
D) Influencer

Question 44

Peter worked in construction before getting a degree in marketing. He was often called in from the Marketing area to help the firm consider proposals on any building or renovations in the company's stores. What function was Peter playing in the new store work?

A) Gatekeeper
B) Expert
C) Decider
D) Influencer

Question 45

In consumer purchases, an individual usually decides, but in business purchases the focus is the organization, not the people.

Question 46

Which of the following is NOT one of the important differences between B2B and B2C marketing?

A) The size of the buying company matters in B2B.
B) Evaluation of alternatives is more complex in B2B.
C) There is more formality, especially in the rules, for B2B.
D) Marketing to a group is important in B2B but has no similar situation in B2C.

Question 47

Daniel was new to the B2B marketing area, and he was frustrated by the amount of time it took to go through the buying process. Which of the following in NOT one of those factors that lengthen the time it takes to go through the buying process?

A) Risk tends to be greater.
B) Sales tend to be larger in both quantity and dollars.
C) B2B sales tend to be more complex.
D) B2B sales tend to rely more on negotiation.

Question 48

The social differences among the Influences on the Customer Experience for B2B marketing could be:

A) aspirant companies.
B) the personality of the CEO.
C) whether the sales representative can entertain the client.
D) whether the members of the buying center share objectives.

Question 49

In both B2B and B2C, the General Model of Customer Experience is similar, and both have similar Influences on the Customer Experience-individual, social, and contextual differences.

Question 50

Marketers use the General Model of Customer Experience and Maslow's Hierarchy of needs, although both models have weak points or there are conditions where they do not apply. If they are not universally true, why would a marketer rely on them?

A) Marketers use heuristics, and these models could be considered heuristics.
B) Even though they are not universal, exceptions are identified, and compensation is made.
C) As they are models, marketers don't need to use them if they choose not to.
D) These models are based on psychology, and marketers are trained enough in psychology to be able to refute or alter the models.