Question 1

What is meant by the term "identity negotiation"?

Accepted Answer

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Question 2

Identity negotiation is the process by which the salesperson and the customer reach some agreement about the roles each will play during the sales interaction.

Accepted Answer

Identity negotiation is a crucial component of the sales process as it helps to establish a comfortable and mutually beneficial relationship between the salesperson and the customer. During identity negotiation, both parties discuss their expectations, priorities, and concerns to find common ground and establish a clear understanding of their respective roles. This process is essential for building rapport and trust, which are critical for closing a successful sale.

Question 3

How does store lighting impact shoppers?

Accepted Answer

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Question 4

When an unhappy consumer appeals to the retailer for a refund,this is termed:
A) voice response.
B) preference response.
C) private response.
D) second-party response.

Accepted Answer

Voice response refers to the consumer expressing their dissatisfaction directly to the retailer and requesting a refund or resolution. This is the most common and direct type of response. Preference response refers to the consumer switching to a different brand or product. Private response refers to the consumer complaining to friends or family but not directly to the retailer. Second-party response refers to the consumer seeking legal or regulatory action against the retailer.

Question 5

In 1980,Tylenol faced a crisis: Some customers died after ingesting their tablets. This was due to sabotage by cyanide poisoning. True or not,the consumers saw this as a product failure in terms of quality and safety. The strategy was,first and foremost:
A) protect the brand; make sure it is seen as sabotage.
B) reassure customers; safety is the first concern.
C) execute fresh public relations with Tylenol clearly presented as being the best.
D) batten down the hatches; it will blow over.

Accepted Answer

Reassuring customers that safety is the first concern is the best strategy to handle a crisis such as this. Protecting the brand is important, but ensuring the safety and well-being of customers is paramount. Executing fresh public relations may also be necessary but should be centered around communicating the steps taken to ensure safety and regain customer trust. Batten down the hatches and waiting for it to blow over is not a proactive approach and could further damage the company's reputation.

Question 6

The importance of the salesperson in influencing buying behaviour can be understood in terms of exchange theory,which stresses that there must be an effective store policy for the exchange of products or refund of money if the consumer is unhappy with a purchase.

Accepted Answer

Exchange theory primarily focuses on the dynamics of social relationships and the reciprocal exchange of resources, benefits, and obligations, rather than specific store policies or the role of salespersons in influencing buying behavior.

Question 7

When Ford of Canada sends out follow-up letters to recent vehicle purchasers,they are most likely trying to:
A) speed up the purchase cycle.
B) increase the value added.
C) reinforce purchase decisions.
D) match competitors.

Accepted Answer

Follow-up letters to recent vehicle purchasers are typically sent to reinforce their decision to purchase from Ford of Canada. This can help to build brand loyalty and encourage repeat business. The other options - speeding up the purchase cycle, increasing value added, and matching competitors - are not typically achieved through follow-up letters to recent vehicle purchasers.

Question 8

Minnie buys a Hoover upright vacuum cleaner. On her way to the car with her roommate Adelaide,Adelaide is already reviewing what Minnie is going to say. Adelaide was bought up around Hoovers. Her mom loved them so they must be good. Everybody says they are the most dependable brand. There were lots of signs about them in the store. But,Adelaide thinks,if this particular vacuum cleaner doesn't live up to the set expectations,Minnie will be unfit to live with! Adelaide is expressing the principle behind the:
A) expectancy confirmation model.
B) expectancy belief model.
C) expectancy disbelief model.
D) expectancy disconfirmation model.

Accepted Answer

Adelaide is expressing the principle behind the expectancy disconfirmation model which suggests that consumers form expectations prior to purchasing a product and then evaluate the product's performance against those expectations. If the performance falls short, it leads to disconfirmation and dissatisfaction with the product. Adelaide is hoping that Minnie's experience with the Hoover vacuum cleaner meets or exceeds her expectations, but if it doesn't, it could lead to negative consequences. Therefore, option D "expectancy disconfirmation model" is the best choice.

Question 9

What are the basic retail themes are available to marketers? List and describe them.

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Question 10

If Xerox overestimates the time a customer has to wait for a service rep to arrive,then has the rep arrive well before the set time frame,the customer will be suitably impressed. This is a technique that emphasizes the use of:
A) overinflating.
B) undermanaging.
C) managing expectations.
D) overpromising.

Accepted Answer

This technique involves managing the customer's expectations by overestimating the wait time and then exceeding it, which results in a positive customer experience. This can increase customer satisfaction and loyalty. The other options, such as overinflating or overpromising, may result in disappointment or even distrust from the customer. Undermanaging is not a relevant term in this context.

Question 11

Compare and contrast unplanned buying and impulse buying.

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Question 12

Competition for shoppers is getting rougher. Retailers now must offer something extra to lure shoppers,whether that something is excitement or just plain bargains. What are some of the store influences on consumers?

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Question 13

Build-a-Bear,Michael's,and Beadniks are all examples of:
A) activity stores.
B) impulse buying.
C) pretailing.
D) marketscape themes.

Accepted Answer

Build-a-Bear, Michael's, and Beadniks all specialize in providing an interactive and immersive experience for customers to engage in activities such as making their own stuffed animals or creating their own crafts. Therefore, they can be categorized as activity stores.

Question 14

Re-arranging your grocery store,you decide to shake things up and move the fresh produce toward the cashier area. What impact might this have,if any,on shopping in the cookie aisle?

Accepted Answer

The answer of Re-arranging your grocery store,you decide to shake...

Question 15

When a consumer expresses dissatisfaction about a product to friends,and/or boycotts the store,this is termed:
A) preference response.
B) private response.
C) second-party response.
D) third-party response.

Accepted Answer

Private response refers to a consumer's personal decision to stop using a product or avoid a particular store due to dissatisfaction, without expressing their views to the company or third parties. This response can include complaining to friends, avoiding repeat purchases, or spreading negative word-of-mouth.

Question 16

What do consumers most frequently look for in products?
A) colour and style
B) price and warranty
C) quality and warranty
D) quality and value

Accepted Answer

Consumers most frequently look for quality and value in products. While colour and style may be a factor for some consumers, overall quality and value are more important factors that influence purchasing decisions. Price and warranty are also important, but quality and value often hold greater weight.

Question 17

The Rainforest Café provides patrons with a dark atmosphere,surrounded by trees,sounds of the jungle,and animatronic animals. This is an example of using a ________ theme.
A) marketscape
B) landscape
C) cyberspace
D) gestalt

Accepted Answer

The Rainforest Café's use of a dark atmosphere, trees, jungle sounds, and animatronic animals to create a unique dining experience is an example of a marketscape theme, where the physical environment is designed to enhance the customer's experience by immersing them in a themed setting.

Question 18

Salespeople have discovered that consumer traits are not important; all that is important are their product/service needs.

Accepted Answer

Consumer traits, such as age, gender, income, lifestyle, and values, play a crucial role in understanding their product/service needs and preferences. Salespeople need to consider these traits when developing marketing strategies and communicating with potential customers. Ignoring consumer traits can lead to ineffective targeting, irrelevant messaging, and poor customer satisfaction.

Question 19

According to exchange theory,what "value" does a customer look for in a sales interaction with a salesperson?

Accepted Answer

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Question 20

According to the expectancy disconfirmation model,a product that is promoted as being better than it really is will create problems with customers even if its innate quality is high. This is true,however,only if the expectation falls outside of the zone of:
A) accommodation.
B) alteration.
C) abandonment.
D) attachment.

Accepted Answer

The zone of accommodation refers to the range of expectations that a customer considers acceptable. If a product falls within this range, the customer will be satisfied even if the product's quality is not as high as advertised. On the other hand, if the product's quality exceeds the customer's expectations, the customer will be delighted. However, if the product's quality falls short of the customer's expectations, the customer will be disappointed. Therefore, a product that is promoted as being better than it really is can still satisfy customers if their expectations fall within the zone of accommodation.

Quiz 10: Buying and Disposing

What is meant by the term "identity negotiation"?

Identity negotiation is the process by which the salesperson and the customer reach some agreement about the roles each will play during the sales interaction.

How does store lighting impact shoppers?

When an unhappy consumer appeals to the retailer for a refund,this is termed:

In 1980,Tylenol faced a crisis: Some customers died after ingesting their tablets. This was due to sabotage by cyanide poisoning. True or not,the consumers saw this as a product failure in terms of quality and safety. The strategy was,first and foremost:

The importance of the salesperson in influencing buying behaviour can be understood in terms of exchange theory,which stresses that there must be an effective store policy for the exchange of products or refund of money if the consumer is unhappy with a purchase.

When Ford of Canada sends out follow-up letters to recent vehicle purchasers,they are most likely trying to:

What are the basic retail themes are available to marketers? List and describe them.

If Xerox overestimates the time a customer has to wait for a service rep to arrive,then has the rep arrive well before the set time frame,the customer will be suitably impressed. This is a technique that emphasizes the use of:

Compare and contrast unplanned buying and impulse buying.

Competition for shoppers is getting rougher. Retailers now must offer something extra to lure shoppers,whether that something is excitement or just plain bargains. What are some of the store influences on consumers?

Build-a-Bear,Michael's,and Beadniks are all examples of:

Re-arranging your grocery store,you decide to shake things up and move the fresh produce toward the cashier area. What impact might this have,if any,on shopping in the cookie aisle?

When a consumer expresses dissatisfaction about a product to friends,and/or boycotts the store,this is termed:

What do consumers most frequently look for in products?

The Rainforest Café provides patrons with a dark atmosphere,surrounded by trees,sounds of the jungle,and animatronic animals. This is an example of using a ________ theme.

Salespeople have discovered that consumer traits are not important; all that is important are their product/service needs.

According to exchange theory,what "value" does a customer look for in a sales interaction with a salesperson?

According to the expectancy disconfirmation model,a product that is promoted as being better than it really is will create problems with customers even if its innate quality is high. This is true,however,only if the expectation falls outside of the zone of: