Question 1

In the information search and evaluation stage, the firm's principal objective is to establish evaluative criteria.

Accepted Answer

A) True 
 B)False  False

Question 2

An evoked set is a group of brands that a consumer is both aware of and willing to consider as a solution to a purchase problem.

Accepted Answer

A) True 
 B)False  True

Question 3

All of the following are stages of consumer decision making except

Accepted Answer

A)  post-purchase evaluation. 
B)  purchase decision. 
C)  problem recognition. 
D)  perceptual categorization. 
A)  post-purchase evaluation. 
B)  purchase decision. 
C)  problem recognition. 
D)  perceptual categorization. D

Question 4

A consumer's recognition of a problem can be characterized as routine if the problem occurs infrequently, evolves over time, and requires much thought by the individual.

Accepted Answer

A) True 
 B)False

Question 5

A brand gains market awareness once it becomes part of consumers' evoked sets.

Accepted Answer

A) True 
 B)False

Question 6

Attending a prayer breakfast is most likely an attempt to satisfy which category of need?

Accepted Answer

A)  physiological 
B)  psychological 
C)  spiritual 
D)  social 
A)  physiological 
B)  psychological 
C)  spiritual 
D)  social

Question 7

Which of the following is not one of the suggestions for developing extraordinary customer service?

Accepted Answer

A)  Naming names 
B)  Customer care 
C)  Keeping in touch 
D)  "Bamboo research" 
A)  Naming names 
B)  Customer care 
C)  Keeping in touch 
D)  "Bamboo research"

Question 8

In general, a person can be an opinion leader, even if he or she is not

Accepted Answer

A)  knowledgeable. 
B)  visible. 
C)  exposed to the mass media. 
D)  a nationally recognized public figure. 
A)  knowledgeable. 
B)  visible. 
C)  exposed to the mass media. 
D)  a nationally recognized public figure.

Question 9

The tension that occurs immediately following a purchase is referred to as

Accepted Answer

A)  cognitive dissonance. 
B)  post-purchase satisfaction. 
C)  cognitive assessment. 
D)  post-decisional distress. 
A)  cognitive dissonance. 
B)  post-purchase satisfaction. 
C)  cognitive assessment. 
D)  post-decisional distress.

Question 10

Superior customer service translates directly to customer loyalty.

Accepted Answer

A) True 
 B)False

Question 11

Because culture drastically affects the behavior patterns and values of people, it has tremendous impact on the purchase and use of products.

Accepted Answer

A) True 
 B)False

Question 12

An evoked set is a group of brands that a consumer is aware of but unwilling to consider as a solution to a purchase problem.

Accepted Answer

A) True 
 B)False

Question 13

Lack of in-house expertise is a major justification for using outside CRM services.

Accepted Answer

A) True 
 B)False

Question 14

Which statement(s) is (are) correct when contrasting the ability of small and large businesses to handle customer complaints?

Accepted Answer

A)  Small businesses can potentially solve customer problems faster because a small firm is able to deal with problems as they arise. 
B)  Large businesses typically have a more direct interaction with customers 
C)  Large businesses have more customer service representatives which will result in better customer service. 
D)  Small businesses can take longer to handle customer issues because of fear of loosing money. 
A)  Small businesses can potentially solve customer problems faster because a small firm is able to deal with problems as they arise. 
B)  Large businesses typically have a more direct interaction with customers 
C)  Large businesses have more customer service representatives which will result in better customer service. 
D)  Small businesses can take longer to handle customer issues because of fear of loosing money.

Question 15

Information taken from warranty cards would be stored in which category of a customer profile?

Accepted Answer

A)  Customer contacts 
B)  Descriptive information 
C)  Responses to marketing stimuli 
D)  Transactions 
A)  Customer contacts 
B)  Descriptive information 
C)  Responses to marketing stimuli 
D)  Transactions

Question 16

Evoked sets are features or characteristics of products or services that are used to compare brands.

Accepted Answer

A) True 
 B)False

Question 17

Divisions in society with different levels of social prestige are called

Accepted Answer

A)  reference groups. 
B)  cultures. 
C)  social classes. 
D)  perceptual categories. 
A)  reference groups. 
B)  cultures. 
C)  social classes. 
D)  perceptual categories.

Question 18

Long-term transactional relationships with customers are fostered by good information.

Accepted Answer

A) True 
 B)False

Question 19

The ability to enjoy one-on-one contact with customers has always been a competitive advantage for large firms.

Accepted Answer

A) True 
 B)False

Question 20

Josh is concerned that the snacks he bought are the ones that his friends will enjoy when they come over to watch the game. He is in the _____ stage of the consumer decision making process.

Accepted Answer

A)  information search and evaluation 
B)  problem recognition 
C)  post-purchase evaluation 
D)  purchase decision 
A)  information search and evaluation 
B)  problem recognition 
C)  post-purchase evaluation 
D)  purchase decision

Exam 14: Building Customer Relationships

In the information search and evaluation stage, the firm's principal objective is to establish evaluative criteria.

An evoked set is a group of brands that a consumer is both aware of and willing to consider as a solution to a purchase problem.

All of the following are stages of consumer decision making except

A consumer's recognition of a problem can be characterized as routine if the problem occurs infrequently, evolves over time, and requires much thought by the individual.

A brand gains market awareness once it becomes part of consumers' evoked sets.

Attending a prayer breakfast is most likely an attempt to satisfy which category of need?

Which of the following is not one of the suggestions for developing extraordinary customer service?

In general, a person can be an opinion leader, even if he or she is not

The tension that occurs immediately following a purchase is referred to as

Superior customer service translates directly to customer loyalty.

Because culture drastically affects the behavior patterns and values of people, it has tremendous impact on the purchase and use of products.

An evoked set is a group of brands that a consumer is aware of but unwilling to consider as a solution to a purchase problem.

Lack of in-house expertise is a major justification for using outside CRM services.

Which statement(s) is (are) correct when contrasting the ability of small and large businesses to handle customer complaints?

Information taken from warranty cards would be stored in which category of a customer profile?

Evoked sets are features or characteristics of products or services that are used to compare brands.

Divisions in society with different levels of social prestige are called

Long-term transactional relationships with customers are fostered by good information.

The ability to enjoy one-on-one contact with customers has always been a competitive advantage for large firms.

Josh is concerned that the snacks he bought are the ones that his friends will enjoy when they come over to watch the game. He is in the _____ stage of the consumer decision making process.

The Entrepreneurial Life

Entrepreneurial Integrity and Ethics

Getting Started

Franchises and Buyouts

The Family Business

The Business Plan: Visualizing the Dream

The Marketing Plan

The Human Resources Plan: Managers, Owners, Allies, and Directors

The Location Plan

Understanding a Firms Financial Statements

Forecasting Financial Requirements

A Firms Sources of Financing

Planning for the Harvest

Product and Supply Chain Management

Pricing and Credit Decisions

Promotional Planning

Global Opportunities for Small Business

Professional Management in the Entrepreneurial Firm

Managing Human Resources

Managing Operations

Managing the Firms Assets

Managing Risk in the Small Business

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