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With respect to consumer purchase intention, all of the following would be among the subdecisions made by consumers EXCEPT ________. (Points : 5)
emotional value
brand
dealer
timing
payment method
2. All of the following would be considered to be strategies for approaching consumers who had rejected your company’s model of a product for another competitive brand EXCEPT ________. (Points : 5)
redesign your company’s product
alter beliefs about your company’s brand
covertly alter the qualitative data about your product
alter beliefs about competitors’ brands
call attention to neglected attributes
3. Anne prefers Yoplait strawberry yogurt over other brands. When she decides to try a different flavor, she picks another Yoplait yogurt because she believes that, if the strawberry flavor is good, other Yoplait flavors must be good as well. This behavior is best described as ________. (Points : 5)
discrimination
associative networking
generalization
heuristic thinking
self-actualization
4. ________ involves the use of sophisticated statistical and mathematical techniques such as cluster analysis, automatic interaction detection, predictive modeling, and neural networking. (Points : 5)
Data management
Data marketing
Target market analysis
Data accumulation
Datamining
5. ________ risk occurs if the product fails to perform up to expectations. (Points : 5)
Physical
Financial
Social
Psychological
Functional
6. A customer touch point in the airline industry would include an item such as ________. (Points : 5)
reservations
mechanics’ ability to service the airplanes
ease of access to the airport
the value of air travel versus surface transportation
competency of a travel agent
7. Customer relationship management enables companies to provide excellent real-time customer service through the effective use of _______. (Points : 5)
reports from mystery shoppers
survey data from customers who have defected
market research into overall consumption trends
individual account information
demographic trend data
8. A major shift in buying patterns is an increase in the amount of dollars spent and the direct and indirect influence wielded by ________. (Points : 5)
the wife
the husband
the parent
the child
joint decision making
9. Amy and Jack were loyal customers of GreenFoods, a local grocery store. However, after a couple of incidents where they had to return products that were stale and out of date, the couple decided to try out VeggiesNmore, a chain store that recently opened in town. Both Amy and Jack must move through each stage in the marketing funnel before becoming loyal customers.
Jack has shopped at VeggiesNmore. He was happy with the experience and thought that this could be an alternative to GreenFoods. However, he is also keen to try out other stores in the neighborhood. He is in the ________ stage of the marketing funnel as far as shopping at VeggiesNmore is concerned. (Points : 5)
aware
open to trial
most often used
nonrejecter
regular user
10. With the ________ heuristic, the consumer sets a minimum acceptable cutoff level for each attribute and chooses the first alternative that meets the minimum standard for all attributes. (Points : 5)
conjunctive
lexicographic
elimination-by-aspects
primary
secondary
11. Most companies have learned that the ________ are often the most profitable because of service expectations and their willingness to pay almost full price. (Points : 5)
large-size customers
midsize customers
small-size customers
niche customers
target market customers
12. Building a database would not be worthwhile for a company in all of the following cases EXCEPT ________. (Points : 5)
where the product is a one-in-a-lifetime purchase
where customers show little loyalty to a brand
where the company already has an above average relationship with its customers
where the unit sale is very small
where the cost of gathering the information is too high
13. Harley-Davidson sells more than motorcycles and accessories. Its dealerships also sell branded clothing and licensed goods. This expansion of dealership sales offerings is an attempt to increase the value of the customer base by ________. (Points : 5)
reducing the rate of customer defection
increasing the longevity of the customer relationship
enhancing the growth potential of each customer through cross-selling
making low-profit customers more profitable
terminating low-profit customers
14. The 20-80 rule reflects the idea that ________. (Points : 5)
the top 20% of customers often generate 80% of the company’s profits
the top 20% of customers are highly satisfied and 80% of customers will recommend the company to a friend
20% of customers are unprofitable, and 80% make up a company’s profits
20% of the company’s profits are generated by the top 80% of customers
any new product offering will be accepted by 20% of the customers immediately, but 80% of the customers will be up for grabs throughout the product’s life cycle
15. Marketers use all of the following techniques to convert a low-involvement product into one of high involvement EXCEPT ________. (Points : 5)
linking the product to some involving personal situation
linking the product to some involving issue
designing advertising to trigger strong emotions related to personal values or ego defense
adding an important feature
raising the price
16. Steve has only 20 minutes to get lunch. Although he really likes McDonald’s, the line is very long and he is concerned that he will not have a chance to get through the line and eat his lunch before he is due back at work. Steve perceives ________ in going to McDonald’s today. (Points : 5)
time risk
functional risk
physical risk
psychological risk
social risk
17. A(n) ________ puts people into a frame of mind: liking or disliking an object, moving toward or away from it. (Points : 5)
attitude
belief
feeling
position
stance
18. Susan Lefferts’ company advertises widely. Ms. Lefferts uses business reply cards attached to her company’s magazine ads to build her company’s database. In which of the following ways would Ms. Lefferts most likely use the database? (Points : 5)
To deepen customer loyalty
To reactivate customer purchases
To avoid serious customer mistakes
To determine if up-selling is appropriate
To identify prospects
19. A child growing up in the United States is exposed to all of the following values EXCEPT ________. (Points : 5)
achievement and success
activity
efficiency and practicality
the importance of the group in daily life
freedom
20. Of customers who register a complaint, ________. (Points : 5)
the majority will do business with the company again because they are unwilling to dedicate the effort required to find another vendor
none will do business with the company again
customers whose complaints are satisfactorily resolved spread more word of mouth than those who continue to be dissatisfied
the speed of resolution has no impact on the likelihood of repeat business
between approximately half and three-quarters will do business with the company again if their complaint is resolved
