Deck 14: Customer Satisfaction, Loyalty, and Empowerment

Question 1

Companies spend time "trolling" the Web to resolve legitimate complaints of customers.

Answer 1

True

Question 2

A heavy user is defined as someone who:

A) is willing to try new products and offer feedback.
B) actually uses or consumes an offering regularly.
C) is willing to tell others about a product, in addition to the fact that others listen to him.
D) sticks to one brand when it works.
E) has a greater intrinsic interest in the product category than the average user.

Answer 2

B

Question 3

An influencer panel is a special type of community that participates regularly in marketing research activities.

Answer 3

True

Question 4

Influencer marketing is implemented with the intent to:

A) target an undifferentiated market.
B) increase brand equity.
C) increase social network use.
D) target lead users who will then influence others to utilize the product.
E) target brand loyal customers who continue with a brand to avoid taking risks.

Question 5

_____ is a catchall phrase for online channels of communication that builds communities.

A) Facebook
B) Viral marketing
C) Blogging
D) Community
E) Social media

Question 6

Word of mouth is an effective advertising tool.

Question 7

Marketers utilize _____ when they create a message with the intention of people passing it along to others,often without the intent to pitch an actual product.

A) word of mouth
B) influencer panels
C) behavior panels
D) viral marketing
E) subversive marketing

Question 8

A social network is another name for a viral market.

Question 9

Marketers utilize promotional tools to create buzz about their products.

Question 10

The amount of word of mouth taking place in the marketplace is known as _____.

A) brand community
B) social networking
C) buzz
D) attitudinal loyalty
E) brand equity

Question 11

World of mouth:

A) involves loyalty programs.
B) has a powerful influence on purchasing decisions.
C) refers to the degree to which a customer habitually buys a product.
D) refers to the degree to which a customer likes a brand.
E) solicits personal information.

Question 12

A(n)_____ is a communication medium for communities.

A) buzz
B) viral market
C) promotion
D) influencer panel
E) social networking site

Question 13

An active influencer is defined as someone who:

A) is willing to try new products and offer feedback.
B) actually uses or consumes the offering regularly.
C) is willing to tell others about a product who listen and act on the influencer's decision.
D) sticks to one brand when it works.
E) has a greater intrinsic interest in the product category than the average user.

Question 14

Some communities are organized by companies.

Question 15

Providing tools to customers that enable them to take control or influence marketing is known as _____.

A) customer empowerment
B) word of mouth
C) customer service
D) buzz
E) social communities

Question 16

Customer empowerment influences the performance of a company.

Question 17

In the marketing sense,a community is a social group that centers its attention on a particular brand or product category.

Question 18

Jimmy can use Facebook to try to generate buzz for his client's book.

Question 19

Influencers are known as the early majority.

Question 20

A(n)_____ is a special type of community that participates regularly in marketing research activities.

A) influencer panel
B) longitudinal study
C) managing panel
D) promotion
E) research study

Question 21

List and describe some of the characteristics used to qualify members of an influencer panel.

Question 22

Blogs and articles are involved in creating _____.

Question 23

Social media spending _____ in 2008 and continued to rise through 2011 despite the poor economy.

Question 24

Behavioral loyalty results in customer immunity to a competitor's offerings.

Question 25

_____ refers to the spread of a company's message though a community.

Question 26

What three questions must marketers be able to answer prior to activating an influencer panel?

Question 27

Loyalty has two dimensions.

Question 28

Coupons encourage behavioral loyalty.

Question 29

Customer empowerment is a function of which three things?

Question 30

Provide an example of viral marketing that has occurred recently.

Question 31

_____ participate regularly in marketing research activities.

Question 32

When you become a "fan" of something like a movie on a social networking site,you are part of the _____.

Question 33

Early research on loyalty showed that loyal customers were more willing to overlook a problem related to the brand.

Question 34

Word of mouth involves the passing of information _____.

Question 35

Facebook and MySpace are examples of ______.

Question 36

_____ is a strategy that involves targeting individuals known to influence others so that they will use their influence in the marketer's favor.

Question 37

Habitual purchases are typically made for low-involvement offerings.

Question 38

How do companies recruit members for their influencer panels?

Question 39

The _____ characteristic refers to a person who has a greater intrinsic interest in the product category than the average user.

Question 40

A community is a social group that centers its attention on ______.

Question 41

_____ refers to the degree to which a customer habitually buys a product and does not respond to competitors' offerings.

Question 42

Cross-promotion marketing encourages the spreader effect.

Question 43

The spreader effect results in:

A) buyers being more likely to try related products offered by the marketer.
B) increased sales as a consumer approaches the next level of benefits.
C) a strong online community.
D) the lengthening of customer's lifetime value over time.
E) members ignoring marketing communications by competitors.

Question 44

The blocker effect results in:

A) buyers being more likely to try related products offered by marketers.
B) increased sales as a consumer approaches the next level of benefits.
C) a strong online community.
D) the lengthening of a customer's lifetime value over time.
E) members ignoring marketing communications by competitors.

Question 45

Sam purchases coffee from the same vendor every morning.This is an example of a(n)_____.

A) spontaneous purchase
B) habitual purchase
C) high-involvement purchase
D) viral purchase
E) impulse purchase

Question 46

Cross-promotion marketing makes it difficult for a new marketing member to create credibility in a community.

Question 47

The accelerator effect results in:

A) buyers being more likely to try related products offered by marketers.
B) increased sales as a consumer approaches the next level of benefits.
C) a strong online community.
D) the lengthening of customer's lifetime value over time.
E) members ignoring marketing communications by competitors.

Question 48

_____ loyalty refers to the degree to which a customer habitually purchases a product,while ____ loyalty refers to the degree to which a customer prefers or likes a brand.

A) Behavioral; attitudinal
B) Customer; viral
C) Attitudinal; behavioral
D) Viral; customer
E) Behavioral; customer

Question 49

Cross-promotions are utilized to:

A) support nonprofit groups.
B) increase brand equity.
C) introduce new products involved in a product launch.
D) introduce new marketing members to a community.
E) analyze product offerings in diversified markets.

Question 50

Cause-related marketing can foster _____ among a company's community of customers.

A) longevity
B) loyalty programs
C) attitudinal loyalty
D) advertising
E) behavioral loyalty

Question 51

_____ rewards a person for frequent purchases.

A) Longevity
B) Loyalty programs
C) Attitudinal loyalty
D) Advertising
E) Behavioral loyalty

Question 52

Some firms utilize loyalty programs to collect useful data about customers.

Question 53

The longevity effect results in:

A) buyers being more likely to try related products offered by marketers.
B) increased purchases as a consumer approaches the next level of benefits.
C) a strong online community.
D) the lengthening of a customer's lifetime value over time.
E) members ignoring marketing communications by the competitor.

Question 54

Accelerator programs can be more effective if customers can track their progress.

Question 55

_____ purchases are a form of behavioral loyalty.

Question 56

____ is reflected by consumers who use a specific brand at every opportunity,recommend its products to their friends,and are willing to pay a premium for that particular brand.

Question 57

Loyalty programs affect the longevity of customers by reducing their switching costs.

Question 58

Loyalty programs reward an organization for frequent purchases and _____.

Question 59

Companies that engage in _____ choose causes that are important to the customer communities in which they operate.

Question 60

Attitudinal loyalty refers to the degree to which a customer prefers or likes a(n)_____.

Question 61

List some characteristics of loyalty programs that can make them effective.

Question 62

Dissatisfied customers are likely to tell more friends about their negative experiences than satisfied customers are about good experiences.

Question 63

A recent study indicates that the number of complaints a company gets is less important to a firm's success or failure than the customer satisfaction scores.

Question 64

Customer satisfaction is a feeling that a person experiences when an offering meets his or her expectations.

Question 65

Customer satisfaction is a good predictor of a customer's future purchase behavior.

Question 66

Postpurchase dissonance is more likely to occur when inexpensive products are purchased.

Question 67

Studies show that if a company can resolve a customer's complaint well,the customer's attitude toward the company is improved,possibly even beyond the level of his or her original satisfaction.

Question 68

Marketers address postpurchase dissonance by providing their customers with reassuring communication.

Question 69

The goal of satisfying customers is carried out exclusively by the customer service department.

Question 70

Offering points to consumers that will add up to rewards is a form of _____.

Question 71

How can firms develop attitudinal loyalty?

Question 72

Switching costs refer to the costs associated with moving to a(n)_____ of an offering.

Question 73

Explain a customer loyalty program which you are a part of.Is it effective,why?

Question 74

What does responsiveness by a company entail?

Question 75

_____ refers to a customer's willingness to succumb to a special offer or lower price from a competitor.

Question 76

It is important for frontline employees to have customer skills.

Question 77

List and describe the four loyalty effects that result from successful loyalty programs.

Question 78

The better the products get over time,the more it takes to satisfy customers.

Question 79

_____ is a method in which two or more groups act together to reach potential customers.

Question 80

Companies should set high expectations for their offerings.