Question 1

Until 1984,American consumers had only one choice for telephone service-"Ma Bell." However,today consumers have many choices for "data" services.Consumers can choose AT&T,Verizon,CenturyLink or relay on Internet service providers like Skype.This increase in the number of service providers indicates an increase in _____.

Accepted Answer

A) competitive intensity 
B) consumer inertia 
C) market associability 
D) consumer disconfirmation 
E) selective density

Question 2

DISSATISFIED CUSTOMER SCENARIO
Meg went to a local nail salon to get a manicure and pedicure. Unfortunately, she got a nasty nail infection on her left foot a day after her manicure. She didn't go back to the salon to complain, but she told all her friends about it and warned them to never go there. One of her friends suggested she should go to the salon, complain, and demand a compensation for her medical expenses, or at least get her money back for the pedicure. Meg was so disgusted that she didn't even want to go back there to complain. If she ever decides to get another pedicure, she certainly won't go back to that salon.
-Refer to Dissatisfied Customer Scenario.How would Meg's complaint benefit the salon?

Accepted Answer

A) Meg's complaint will be a valuable source of information for the salon. 
B) Meg's complaint decreases the chances of her spreading negative WOM. 
C) Meg's complaint can help the shop owner reduce Meg's switching costs. 
D) Meg's complaint decreases the likelihood of her returning to the same salon. 
E) Meg's complaint increases the salon owner's chances of being able to deny responsibility for the infection.

Question 3

Customers who believe a firm has adequately responded to some negative critical incident are likely to become more loyal.

Accepted Answer

A) True 
 B)False

Question 4

Negative postconsumption behaviors can turn into positive value experiences if firms manage them properly.

Accepted Answer

A) True 
 B)False

Question 5

Holly was so pleased with the service she received at a new spa in her neighborhood that she told many of her friends about her pleasant experience.Which of the following postconsumption behaviors best describes Holly's behavior?

Accepted Answer

A) Confirmation 
B) Positive attribution 
C) Positive word-of-mouth 
D) Negative disconfirmation 
E) Switching

Question 6

Which of the following is a device that keeps track of the amount of purchasing a consumer has had with a given marketer and once some level is reached,a reward is offered usually in terms of future purchase incentives?

Accepted Answer

A) A commitment program 
B) A customer share program 
C) A consistency program 
D) A loyalty program 
E) A gift program

Question 7

Perceptions of justice are included within the equity cognitions.

Accepted Answer

A) True 
 B)False

Question 8

Perceptions of justice are included within the _____ cognitions.

Accepted Answer

A) spatial 
B) numerical 
C) equity 
D) comparative 
E) qualitative

Question 9

Starz Inc.,a toy manufacturer,wants to attract new customers while retaining its old customers.In which of the following conditions is Starz Inc.is likely to be most vulnerable to consumers' switching behavior?

Accepted Answer

A) When its customers are satisfied with its product offerings 
B) When it operates in a business environment with high competitive intensity 
C) When its largest competitor's product is priced much higher than its own 
D) When it is the only product of its type in a market 
E) When the cost of switching to competitors' products is high

Question 10

How is a complainer different from a noncomplainer?

Accepted Answer

A) Compared to a complainer,A noncomplainer is more likely to become satisfied with company intervention. 
B) Compared to a noncomplainer,a complainer is more likely to return following the exchange. 
C) Compared to a noncomplainer,a complainer is less likely to tell others when a company performs poorly. 
D) A complainer is not as valuable as a noncomplainer to a firm. 
E) A complainer is more likely to be experiencing disgust than a noncomplainer.

Question 11

When customers don't switch,they repeat their purchase behavior over again.

Accepted Answer

A) True 
 B)False

Question 12

Postconsumption cognitions lead to an affective reaction most conventionally represented by consumer satisfaction or dissatisfaction (CS/D).

Accepted Answer

A) True 
 B)False

Question 13

For experiential types of services,utilitarian value is more strongly related to customer share than is hedonic value.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following characteristics of relationship quality represents the perception that the buyer and seller can depend on each other?

Accepted Answer

A) Trust 
B) Communication 
C) Equity 
D) Personalization 
E) Competence

Question 15

Which of the following characteristics of relationship quality represents the understanding between a consumer and a firm as essentially "speaking the same language"?

Accepted Answer

A) Equity 
B) Competence 
C) Individualization 
D) Communication 
E) Personalization

Question 16

Explain how relationship quality impacts value for both customers and the firm.

Accepted Answer

The answer of Explain how relationship quality impacts value for...

Question 17

The portion of resources allocated to one brand from among the set of competing brands is called _____.

Accepted Answer

A) market share 
B) brand share 
C) customer share 
D) retail share 
E) segment share

Question 18

A form of publicity in which an ostensibly objective outsider (neither the customer nor business)provides publicly available purchase recommendations is known as _____.

Accepted Answer

A) community marketing 
B) comparative advertising 
C) a cross-promotion 
D) a 3rd party endorsement 
E) cooperative marketing

Question 19

If the relationship with the brand is strong,accepting negative information diminishes the consumer's self-concept.

Accepted Answer

A) True 
 B)False

Question 20

When consumers get so mad at a business that they become violent or try to vandalize the business,it is called _____ revenge.

Accepted Answer

A) rancorous 
B) retaliatory 
C) restorative 
D) distributive 
E) procedural

Exam 15: Consumer Relationships

Customers who believe a firm has adequately responded to some negative critical incident are likely to become more loyal.

Negative postconsumption behaviors can turn into positive value experiences if firms manage them properly.

Holly was so pleased with the service she received at a new spa in her neighborhood that she told many of her friends about her pleasant experience.Which of the following postconsumption behaviors best describes Holly's behavior?

Which of the following is a device that keeps track of the amount of purchasing a consumer has had with a given marketer and once some level is reached,a reward is offered usually in terms of future purchase incentives?

Perceptions of justice are included within the equity cognitions.

Perceptions of justice are included within the _____ cognitions.

Starz Inc.,a toy manufacturer,wants to attract new customers while retaining its old customers.In which of the following conditions is Starz Inc.is likely to be most vulnerable to consumers' switching behavior?

How is a complainer different from a noncomplainer?

When customers don't switch,they repeat their purchase behavior over again.

Postconsumption cognitions lead to an affective reaction most conventionally represented by consumer satisfaction or dissatisfaction (CS/D).

For experiential types of services,utilitarian value is more strongly related to customer share than is hedonic value.

Which of the following characteristics of relationship quality represents the perception that the buyer and seller can depend on each other?

Which of the following characteristics of relationship quality represents the understanding between a consumer and a firm as essentially "speaking the same language"?

Explain how relationship quality impacts value for both customers and the firm.

The portion of resources allocated to one brand from among the set of competing brands is called _____.

A form of publicity in which an ostensibly objective outsider (neither the customer nor business) provides publicly available purchase recommendations is known as _____.

If the relationship with the brand is strong,accepting negative information diminishes the consumer's self-concept.

When consumers get so mad at a business that they become violent or try to vandalize the business,it is called _____ revenge.