Question 1

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.

Accepted Answer

A credence good is a product whose quality or utility cannot be fully assessed by the consumer before purchase, such as medical services. A bike, which can be evaluated based on observable features, is not a credence good.

Question 2

If purchase experiences are judged relative to expectations, it is important to understand the mechanism of expectations.

Accepted Answer

Understanding the mechanism of expectations helps businesses manage and meet customer expectations, leading to better satisfaction and purchase experiences.

Question 3

Expectations generated from the marketing mix are usually trusted the most since the information comes from an unbiased source.

Accepted Answer

The marketing mix is created by the company itself, which is inherently biased as it aims to present the company and its products in the best possible light to attract customers.

Question 4

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 higher-involvement purchase.

Accepted Answer

A higher-involvement purchase typically requires more thought and consideration, whereas Jonathan's habitual purchase of chips suggests it is a low-involvement purchase.

Question 5

Third-party communications help consumers form expectations based on objective ratings on issues such as quality and value.

Accepted Answer

Third-party communications, such as reviews and ratings, provide consumers with unbiased information that can influence their expectations regarding a product's quality and value.

Question 6

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.

Accepted Answer

Marketers focus on these aspects to understand and enhance customer loyalty, retention, and advocacy, which are crucial for business success.

Question 7

There are three possible outcomes of customer evaluations: (1) satisfaction, (2) delight, or (3) dissatisfaction.

Accepted Answer

Customer evaluations typically result in one of three outcomes: satisfaction, delight, or dissatisfaction, reflecting the customer's level of contentment with a product or service.

Question 8

During a credence purchase, the customer will evaluate the purchase based on personal expertise.

Accepted Answer

A credence purchase involves goods or services that are difficult for the consumer to evaluate even after consumption, often requiring trust in the provider's expertise.

Question 9

Experiences are always direct; they cannot be indirect.

Accepted Answer

Experiences can be both direct and indirect. Direct experiences involve firsthand involvement, while indirect experiences can occur through observation, reading, or hearing about others' experiences.

Question 10

Satisfied customers contribute to the bottom line.

Accepted Answer

Satisfied customers are more likely to make repeat purchases, refer others, and contribute to increased revenue, positively impacting the bottom line.

Question 11

Social media is slowing and is likely to exert less influence on customer behavior in the future.

Accepted Answer

Social media continues to evolve and expand, with platforms constantly innovating to engage users, suggesting it will likely maintain or even increase its influence on customer behavior.

Question 12

If a consumer has little personal expertise on which to make a brand choice, a logical and trusted source of information is friends.

Accepted Answer

Friends are often considered a reliable source of information because they can provide personal experiences and unbiased opinions, especially when the consumer lacks expertise.

Question 13

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 Movie Palace 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.

Accepted Answer

Tracking customer loyalty can help identify truly loyal customers who are likely to promote the brand and contribute more revenue, which can be beneficial for the cinema's growth and reputation.

Question 14

For higher-involvement purchases, the comparison process is typically quite deliberative and conscious.

Accepted Answer

Higher-involvement purchases usually require more thought and consideration due to their significance, cost, or personal impact, leading to a more deliberate and conscious comparison process.

Question 15

The marketer has direct and indirect control of third-party rating services.

Accepted Answer

Marketers do not have direct control over third-party rating services, as these services are independent entities that provide unbiased evaluations. However, marketers may have indirect influence through their marketing strategies and customer interactions.

Question 16

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

Accepted Answer

Both core components (the essential features of a product or service) and peripheral, value-added supplemental components (additional features or services) can influence customer satisfaction and dissatisfaction, as they collectively shape the overall customer experience.

Question 17

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.

Accepted Answer

An experiential purchase is one that is made with the primary intention of acquiring a life experience, such as travel, rather than a material good.

Question 18

The comparison of a purchase to expectations is thought to occur whether the item purchased is comprised primarily of search, experience, or credence characteristics.

Accepted Answer

The comparison of a purchase to expectations is a fundamental aspect of consumer behavior and applies to all types of goods, whether they are search, experience, or credence goods.

Question 19

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.

Accepted Answer

In low involvement, routine purchases, consumers typically do not engage in a deliberative and conscious comparative evaluation process. Instead, they rely on habitual decision-making.

Question 20

In marketing, the abbreviation CRM represents customer relationship modeling.

Accepted Answer

CRM stands for Customer Relationship Management, not customer relationship modeling.

Quiz 14: Customer Satisfaction and Customer Relationships