Question 1

Ralph,an accident and injury attorney,wants satisfied customers but does not want to create unrealistic expectations.To avoid this potential problem,Ralph will evaluate his:
A) advertising.
B) personal selling techniques.
C) promotional efforts.
D) promises and assurances to clients.
E) all of these.

Accepted Answer

Ralph should evaluate all aspects of his communication with clients, including advertising, personal selling techniques, promotional efforts, and promises and assurances, to ensure he is not creating unrealistic expectations.

Question 2

Darrell sells custom cabinets for upscale residential homes.Darrell hopes that satisfied customers will create word of mouth referrals for him.To make it more likely that his customers are satisfied,Darrell could do any of the following EXCEPT:
A) tell customers that he has the best quality cabinets available anywhere in the country.
B) carefully demonstrate how to maintain the finish on his cabinets.
C) provide a satisfaction guarantee policy.
D) visit customers after they have moved into their homes.
E) provide the proper cleaning fluid to use on the cabinets.

Accepted Answer

Telling customers that he has the best quality cabinets available may come across as boastful and unauthentic. Instead, Darrell should demonstrate the quality of his cabinets through their design and construction. The other options, such as providing a satisfaction guarantee policy and visiting customers after they have moved in, are great ways to ensure customer satisfaction and increase the likelihood of word-of-mouth referrals. Providing instructions on how to maintain the finish and cleaning fluid for the cabinets are also important for maintaining their quality and appearance.

Question 3

Sometimes consumers have second thoughts after buying goods that are expensive,infrequently purchased,or associated with a high level of risk.This is an especially critical time for marketers,as their customers are dealing with:
A) criteria reevaluation.
B) buyer's remorse.
C) competitive leverage.
D) purchase uncertainty.
E) consumer vulnerability.

Accepted Answer

Buyer's remorse refers to the feeling of regret or anxiety after making a purchase, particularly for expensive or high-risk items. This can lead to customers reconsidering their purchase and potentially returning or not using the product, which is a concern for marketers.

Question 4

There are approximately 1 billion people living in India.Only about 200 million of these people earn more than the equivalent of $1,000 per year.According to Maslow's Hierarchy,most of the other 800 million Indian consumers are primarily addressing their __________ needs.
A) social
B) personal
C) psychological
D) esteem
E) physiological

Accepted Answer

Maslow's Hierarchy of Needs suggests that individuals must first fulfill their physiological needs, such as food, water, and shelter, before they can address any higher-level needs. Therefore, given that the majority of Indians earn less than $1,000 per year, it is likely that their primary focus is on fulfilling their physiological needs.

Question 5

Marketers are particularly interested in postpurchase behavior because it:
A) involves both compensatory and noncompensatory consumers.
B) offers insights into information search methods.
C) avoids situational conflicts.
D) involves actual rather than potential customers.
E) all of these.

Accepted Answer

Marketers focus on postpurchase behavior because it involves actual customers who have already made a purchase, providing valuable insights into customer satisfaction, loyalty, and potential for repeat business.

Question 6

Negative attitudes are typically difficult for marketers to change because:
A) most consumers' attitudes depend on prices.
B) consumers weigh performance risk against functional needs when assessing their attitudes.
C) attitudes are learned and long lasting.
D) attitudes shift consumers from limited to extended problem solving situations.
E) consumers' attitudes are derived from unchanging decision rules.

Accepted Answer

Attitudes are learned over time and are often deeply ingrained, making them resistant to change. This can be especially true for negative attitudes, as consumers may have had negative experiences or associations with a brand or product that are difficult to overcome. While prices and performance risk may play a role in shaping attitudes, they are not the primary factors that make attitudes difficult to change. Likewise, while attitudes can influence a consumer's decision-making process and level of involvement in a purchase, they do not necessarily stem from unchanging decision rules.

Question 7

After Sharon graduated from college,she found a steady and good-paying job,got married and began to raise a family,and began to receive recognition at work and in the community.Eventually,she began to devote more time and effort to intellectual and aesthetic pursuits.Sharon is moving up:
A) the conventional morality life cycle.
B) the Lifestyle Achievement Matrix.
C) the Consumer Validation Model.
D) Maslow's Hierarchy of Needs.
E) from an internal to an external locus of control.

Accepted Answer

The answer of After Sharon graduated from college,she found a...

Question 8

The consumer decision process can be influenced by:
A) a firm's marketing mix.
B) psychological factors.
C) social factors.
D) situational factors.
E) all of these.

Accepted Answer

The consumer decision process can be influenced by a combination of factors including a firm's marketing mix, psychological factors such as perception and motivation, social factors such as family and reference groups, and situational factors such as the specific occasion or context surrounding the purchase. Therefore, all of the choices mentioned are correct.

Question 9

A __________ is a need or want strong enough to cause the person to seek satisfaction.
A) locus of control
B) motive
C) attitude
D) perception
E) learning curve

Accepted Answer

A motive is a need or want that drives behavior and causes a person to seek satisfaction. Locus of control refers to the extent to which people believe they can control events that affect them. Attitude refers to a person's evaluation of a particular object or situation. Perception is the process of organizing and interpreting sensory information. Learning curve refers to the rate at which a person makes progress in learning a new skill or task.

Question 10

Postpurchase cognitive dissonance is especially likely for products that are:
A) cheap,poorly made,and made of plastic.
B) personally valuable,antique,or foreign-made.
C) simple,easily copied,and new.
D) psychologically soothing,purchased impulsively,and part of a consumer's evoked set.
E) expensive,infrequently purchased,and associated with high levels of risk.

Accepted Answer

Expensive products that are infrequently purchased and associated with high levels of risk, such as a car or a house, are more likely to generate post-purchase cognitive dissonance as the consumer may question whether they made the right decision and if they should have chosen a different option. This can lead to feelings of regret and uncertainty.

Question 11

Most firms maintain customer complaint services online,in the store,or over the telephone.Firms attempt to respond quickly to complaints,hoping to:
A) get themselves into the universal set.
B) reduce the cost of postpurchase advertising.
C) minimize negative word of mouth and rumors.
D) extend decision heuristics to the customer complaint desk.
E) offset performance risk with financial risk.

Accepted Answer

By responding quickly to complaints, firms aim to minimize negative word of mouth and rumors. This helps them maintain a positive image and reputation in the market, which is crucial for attracting and retaining customers.

Question 12

Setting unrealistically high consumer expectation often leads to:
A) ritual reversion.
B) customer dissatisfaction.
C) postpurchase harmony.
D) financial risk.
E) perceptual learning.

Accepted Answer

Setting unrealistically high consumer expectation can create a gap between what the customer expects and what the product or service delivers, leading to customer dissatisfaction. This can result in negative reviews, decreased customer loyalty, and ultimately hurt the business's reputation and financial performance.

Question 13

Daniel sells specialty software designed to allow small insurance companies to manage customer data and claims.Daniel knows that satisfied customers are likely to come back for software updates.To ensure that customers are satisfied after purchasing his software,Daniel should:
A) create realistic expectations through his communication with customers.
B) carefully demonstrate the software to his customers' staff.
C) provide a satisfaction guarantee or return policy.
D) provide a hotline to answer customers' questions.
E) all of these.

Accepted Answer

All of these choices would help ensure customer satisfaction after purchasing the software. Creating realistic expectations through communication, demonstrating the software to the customer's staff, providing a satisfaction guarantee or return policy, and offering a hotline for questions would all contribute to the customer's positive experience with the software and increase the likelihood of repeat business.

Question 14

Many teenagers,both male and female,have clothes they purchased in the past that they "would not be caught dead in" today.When they occasionally see those clothes hanging in the back of their closet,these teenagers probably feel:
A) cognitive bias.
B) postpurchase cognitive dissonance.
C) psychological risk.
D) need recognition.
E) decision heuristics.

Accepted Answer

This scenario describes postpurchase cognitive dissonance, which is the feeling of discomfort or regret after making a purchase. In this case, the teenagers regret purchasing the clothes and no longer value them. Seeing the clothes in their closet triggers this feeling.

Question 15

Maslow's Hierarchy of Needs includes physiological needs at the lowest level and self-actualization at the top.The three levels in between are:
A) material goods,safety,and love.
B) community,family,and self.
C) safety,stability,and striving.
D) health,wealth,and happiness.
E) safety,love,and esteem.

Accepted Answer

The three levels in between physiological needs and self-actualization, according to Maslow's Hierarchy of Needs, are safety, love/belonging, and esteem. These needs include the need for security, stability, social connections, and a sense of accomplishment and recognition. Option A, B, C, and D do not accurately represent the four levels in between physiological needs and self-actualization.

Question 16

Marketers fear negative word of mouth because when consumers are dissatisfied,they:
A) are less likely to say something than when they are satisfied.
B) often want to complain to many people.
C) buy more of the product to prove they were correct in their criticism.
D) often file a lawsuit.
E) all of these.

Accepted Answer

When consumers are dissatisfied, they are more likely to spread negative word of mouth and complain to many people.

Question 17

Reginald greets his regular customers by name every morning when they come in for coffee.He offers them a taste of anything special he is cooking that day.He has a database with their birthdays,and offers them free meals on their birthdays.Reginald hopes that this attention to his "regulars" will encourage them to:
A) assist him in meeting his functional needs.
B) always include his firm in their universal set.
C) extend problem solving beyond ritual consumption.
D) internalize impulse attitudes.
E) spread positive word of mouth.

Accepted Answer

Reginald's attention to his regular customers is likely to create a positive relationship with them, leading to increased customer loyalty and the possibility of positive word of mouth recommendations to others.

Question 18

Marketers frequently design customer relationship management programs to:
A) retain loyal customers.
B) attract consumers who have safety needs.
C) reinforce postpurchase cognitive dissonance.
D) increase internal information search.
E) all of these.

Accepted Answer

Customer relationship management programs are designed to retain loyal customers by building strong relationships with them through personalized interactions and tailored offers. This helps to increase customer loyalty, repeat purchases, and positive word-of-mouth recommendations. The other options (B, C, D, and E) are not typically the main objectives of CRM programs.

Question 19

Many consumers correlate price with quality,thinking that the higher the price,the better the quality.For these consumers,this is a:
A) compensatory decision rule.
B) noncompensatory decision rule.
C) decision heuristic.
D) social factor.
E) temporal factor.

Accepted Answer

A decision heuristic is a mental shortcut that allows people to make decisions quickly and efficiently, such as associating higher prices with better quality.

Question 20

Jorge is running for Congress against a sharp,experienced politician,someone who is known for her debating skills and cunning wit.Jorge decides on a strategy of setting low expectations for his performance in the debate,telling reporters "Don't mis-underestimate me." Like marketers,political candidates who set expectations too low could:
A) tarnish the voters' image of the candidate.
B) create post-election confusion.
C) stimulate impulse voting.
D) increase financial risk.
E) redefine determinant attributes.

Accepted Answer

Setting low expectations could potentially make voters underestimate the candidate's abilities, which could tarnish their perception of the candidate. This is because voters often want to support a strong and capable candidate, and if they perceive the candidate as weak or incompetent, they may choose not to vote for them.

Quiz 5: Consumer Behavior

Ralph,an accident and injury attorney,wants satisfied customers but does not want to create unrealistic expectations.To avoid this potential problem,Ralph will evaluate his:

Darrell sells custom cabinets for upscale residential homes.Darrell hopes that satisfied customers will create word of mouth referrals for him.To make it more likely that his customers are satisfied,Darrell could do any of the following EXCEPT:

Sometimes consumers have second thoughts after buying goods that are expensive,infrequently purchased,or associated with a high level of risk.This is an especially critical time for marketers,as their customers are dealing with:

There are approximately 1 billion people living in India.Only about 200 million of these people earn more than the equivalent of $1,000 per year.According to Maslow's Hierarchy,most of the other 800 million Indian consumers are primarily addressing their __________ needs.

Marketers are particularly interested in postpurchase behavior because it:

Negative attitudes are typically difficult for marketers to change because:

After Sharon graduated from college,she found a steady and good-paying job,got married and began to raise a family,and began to receive recognition at work and in the community.Eventually,she began to devote more time and effort to intellectual and aesthetic pursuits.Sharon is moving up:

The consumer decision process can be influenced by:

A __________ is a need or want strong enough to cause the person to seek satisfaction.

Postpurchase cognitive dissonance is especially likely for products that are:

Most firms maintain customer complaint services online,in the store,or over the telephone.Firms attempt to respond quickly to complaints,hoping to:

Setting unrealistically high consumer expectation often leads to:

Daniel sells specialty software designed to allow small insurance companies to manage customer data and claims.Daniel knows that satisfied customers are likely to come back for software updates.To ensure that customers are satisfied after purchasing his software,Daniel should:

Many teenagers,both male and female,have clothes they purchased in the past that they "would not be caught dead in" today.When they occasionally see those clothes hanging in the back of their closet,these teenagers probably feel:

Maslow's Hierarchy of Needs includes physiological needs at the lowest level and self-actualization at the top.The three levels in between are:

Marketers fear negative word of mouth because when consumers are dissatisfied,they:

Marketers frequently design customer relationship management programs to:

Many consumers correlate price with quality,thinking that the higher the price,the better the quality.For these consumers,this is a: