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Marketing Management Study Set 10

Business

Quiz 14 :

Customer Satisfaction and Customer Relationships

Quiz 14 :

Customer Satisfaction and Customer Relationships

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A high-involvement purchase requires a lot of thought and planning.
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True False
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Answer:

True

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There are three possible outcomes of customer evaluations: (1) a customer's expectations may be confirmed, leading to judgments of satisfaction; (2) the expectations may be disconfirmed in a positive manner, that is, the purchase experience surpassed the expectations, leading to feelings of delight; or (3) the expectations may be disconfirmed in a negative manner, that is, the purchase fell short of expectations, leading to feelings of dissatisfaction.
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True False
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Answer:

True

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Both core components and the peripheral, value-added supplemental components contribute to customer satisfaction and dissatisfaction.
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True False
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Answer:

True

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Sara wants to buy a new bike. She evaluates the bike on color, size, price, number of gears, and other features. The bike is an example of a credence good.
True False
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Maria is going on vacation, and she used a travel agent to purchase her tickets and hotel room. This is an example of an experiential purchase.
True False
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Expectations generated from the marketing mix are usually trusted the most since the information comes from an unbiased source.
True False
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Marketers are interested in customer satisfaction, perceptions of quality, customers' intentions to repurchase the same brand or purchase something else from the same provider, and the likelihood that a customer will generate positive word-of-mouth.
True False
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Chewing Gum Co. is curious about whether or not the comparative evaluation process occurs despite the fact that purchases of its chewing gum products are typically a routine, low involvement, repurchase. In this scenario, the comparative evaluation process is deliberative and conscious.
True False
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Edgar tells the product design team that it is important to design a reliable product to increase the likelihood of Consumer Reports giving it a positive evaluation. In turn, this would be important because third-party communications help consumers form expectations based on objective ratings on issues such as quality and value.
True False
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Movie Palace is a local cinema and its management team is debating whether or not it should begin tracking customer loyalty. Deborah is a manager who supports tracking loyalty. She should argue that they should track loyalty because truly loyal customers love the brand, are zealous in telling others about the brand, and are even willing to pay more for the brand and all it means to them.
True False
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If purchase experiences are judged relative to expectations, it is important to understand the mechanism of expectations.
True False
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Marketers only track customer evaluations because they're interesting.
True False
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The comparison of a purchase to expectations is thought to occur whether the item purchased is comprised primarily of search, experience, or credence characteristics.
True False
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Experiences are always direct; they cannot be indirect.
True False
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Jonathan just bought his usual brand of chips from the grocery store without thinking much about it. The fact that he normally doesn't evaluate his chips purchase means that it is a high­involvement purchase.
True False
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The two components of quality and satisfaction are expectations and experiences.
True False
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In marketing, the abbreviation CRM represents customer relationship modeling.
True False
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During a credence purchase, the customer will evaluate the purchase based on what he can or understands, not necessarily what the product or service actually is.
True False
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If a consumer has little personal expertise on which to make a brand choice, a logical and trusted source of information is friends.
True False
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Company ABC is trying to reach more consumers, and in doing so decides to ignore social media and instead focuses on other marketing efforts. Company ABC's decision is logical because social media is slowing and is likely to exert less influence on customer behavior in the future.
True False
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