Question 1

Why is it important for marketers to understand post-purchase evaluation as the product or service has already been purchased?

Accepted Answer

A)  With careful consideration of the post-purchase behavior, the marketer can help avoid lawsuits from dissatisfied customers or warranty returns. 
B)  Collecting information from the purchases and post-purchase behaviors is the most reliable way to gather data about using the General Model of Customer Behavior. 
C)  Feedback after purchase is the most reliable way to collect information for new product development. 
D)  The marketer needs to understand behavior before, during, and after purchase to build relationships for future business. 
A)  With careful consideration of the post-purchase behavior, the marketer can help avoid lawsuits from dissatisfied customers or warranty returns. 
B)  Collecting information from the purchases and post-purchase behaviors is the most reliable way to gather data about using the General Model of Customer Behavior. 
C)  Feedback after purchase is the most reliable way to collect information for new product development. 
D)  The marketer needs to understand behavior before, during, and after purchase to build relationships for future business.

Question 2

Your friend Alexis needed a new outfit for work and began the General Model of Customer Experience with a need recognition and went through a process including the purchase. You were helping her all along the way, but now it's time to see if the need is still there by comparing performance to expectation, known as:

Accepted Answer

A)  cost-benefit analysis. 
B)  feedback. 
C)  internal measurements. 
D)  satisfaction. 
A)  cost-benefit analysis. 
B)  feedback. 
C)  internal measurements. 
D)  satisfaction.

Question 3

In examining motivations, customers must satisfy needs like air, food and water before they can be motivated to consider almost any other kind of need.

Accepted Answer

A) True 
 B)False

Question 4

A friend of yours wants to buy a specialized piece of photography equipment. None of her friends knew anything about it, and her family didn't either. She said she doesn't want to rely on the company websites as she feels they are not reliable. For her information search she will likely turn to:

Accepted Answer

A)  third-party information. 
B)  camera-store sales associates. 
C)  a downloadable owner's manual. 
D)  television informercials. 
A)  third-party information. 
B)  camera-store sales associates. 
C)  a downloadable owner's manual. 
D)  television informercials.

Question 5

The large group of people who share hobbies, education, income levels, and similar views of the world is known as a:

Accepted Answer

A)  social class. 
B)  caste. 
C)  intellectual cohort. 
D)  influence stratum. 
A)  social class. 
B)  caste. 
C)  intellectual cohort. 
D)  influence stratum.

Question 6

The General Model of Customer Experience has five distinct steps, and these steps follow a logical order. There are times, however, when a customer might take these steps in a different order.

Accepted Answer

A) True 
 B)False

Question 7

The social differences among the Influences on the Customer Experience for B2B marketing could be:

Accepted Answer

A)  aspirant companies. 
B)  the personality of the CEO. 
C)  whether the sales representative can entertain the client. 
D)  whether the members of the buying center share objectives. 
A)  aspirant companies. 
B)  the personality of the CEO. 
C)  whether the sales representative can entertain the client. 
D)  whether the members of the buying center share objectives.

Question 8

As Brett started planning to relaunch his firm's major product, he knew:

Accepted Answer

A)  potential customers would trust an assertive and authentic information from the firm. 
B)  customers see third party sources as being the most reliable. 
C)  customers would depend most on opinions and attitudes of friends and family. 
D)  customers would not need much information as the product was being relaunched, not introduced. 
A)  potential customers would trust an assertive and authentic information from the firm. 
B)  customers see third party sources as being the most reliable. 
C)  customers would depend most on opinions and attitudes of friends and family. 
D)  customers would not need much information as the product was being relaunched, not introduced.

Question 9

A hair stylist who wants to grow her business is studying how customers will purchase her services. Which of the following is accurate about the General Model of Customer Experience?

Accepted Answer

A)  The General Model of Customer Experience applies to product purchases and cannot be used for services like hers. 
B)  While the General Model described the basis process, there can be significant variations the she needs to include in her plans. 
C)  The process steps are taken in the precise order of the Model, even for returning customers. 
D)  As long as she maintains a high level of quality, her customers will be satisfied each time they come in, and the Model does not apply to her situation. 
A)  The General Model of Customer Experience applies to product purchases and cannot be used for services like hers. 
B)  While the General Model described the basis process, there can be significant variations the she needs to include in her plans. 
C)  The process steps are taken in the precise order of the Model, even for returning customers. 
D)  As long as she maintains a high level of quality, her customers will be satisfied each time they come in, and the Model does not apply to her situation.

Question 10

Eduardo observed that he and his fellow Hispanic university students shared certain values and beliefs which had a major impact on his purchasing behaviors. Eduardo was observing:

Accepted Answer

A)  class. 
B)  culture. 
C)  subculture. 
D)  cohort. 
A)  class. 
B)  culture. 
C)  subculture. 
D)  cohort.

Question 11

Marketers study motivations-what drives people to act in a certain way, especially when examining purchasing behaviors. To organize these motivations, marketers use a theoretical model known as the:

Accepted Answer

A)  Kotler's Motivation Framework. 
B)  Kegan's Ranking of Needs. 
C)  Padgett's Schedule of Wants and Needs. 
D)  Maslow's Hierarchy of Needs. 
A)  Kotler's Motivation Framework. 
B)  Kegan's Ranking of Needs. 
C)  Padgett's Schedule of Wants and Needs. 
D)  Maslow's Hierarchy of Needs.

Question 12

Kyle and David are opening a new coffee shop, and while neither was a marketing major in school, they each took a marketing course. They are having a serious conversation about how and why customers might buy their coffee from their shop. David insists that the General Model of Customer Experience means that customers will go through the detailed process, so they need to be concerned about information searches and evaluation. Kyle disagrees. Which of the following would be a good argument that Kyle would make?

Accepted Answer

A)  Customers will go through a detailed information search each time they make a purchase to ensure their satisfaction. 
B)  Customers will not seek new information but may evaluate the information differently with each purchase. 
C)  Customers don't really care about information searches or evaluation when the need is strong. 
D)  Customers internalize the steps in routine purchases and don't notice they are going through the process. 
A)  Customers will go through a detailed information search each time they make a purchase to ensure their satisfaction. 
B)  Customers will not seek new information but may evaluate the information differently with each purchase. 
C)  Customers don't really care about information searches or evaluation when the need is strong. 
D)  Customers internalize the steps in routine purchases and don't notice they are going through the process.

Question 13

Even though Ryan had worked diligently to try and meet people at the new firm in his territory, he could not get past the receptionist who kept putting him off. He was extremely disappointed when he found out the firm had decided on a purchase without even considering Ryan's firm or its products. Ryan was having difficulty with which person in the buying center?

Accepted Answer

A)  Gatekeeper 
B)  Controller 
C)  Decider 
D)  Influencer 
A)  Gatekeeper 
B)  Controller 
C)  Decider 
D)  Influencer

Question 14

When we are rushed or when we want convenience more than a drawn-out decision-making process, time becomes critical. Which of the following is NOT one of the results of time as an influence on the customer experience?

Accepted Answer

A)  We will use heuristics. 
B)  We feel there is less value in the information search. 
C)  We are willing to pay more. 
D)  We minimize cognitive dissonance when we can blame time. 
A)  We will use heuristics. 
B)  We feel there is less value in the information search. 
C)  We are willing to pay more. 
D)  We minimize cognitive dissonance when we can blame time.

Question 15

Daniel was new to the B2B marketing area, and he was frustrated by the amount of time it took to go through the buying process. Which of the following in NOT one of those factors that lengthen the time it takes to go through the buying process?

Accepted Answer

A)  Risk tends to be greater. 
B)  Sales tend to be larger in both quantity and dollars. 
C)  B2B sales tend to be more complex. 
D)  B2B sales tend to rely more on negotiation. 
A)  Risk tends to be greater. 
B)  Sales tend to be larger in both quantity and dollars. 
C)  B2B sales tend to be more complex. 
D)  B2B sales tend to rely more on negotiation.

Question 16

For many, if not most, college students, the decision about which college or university to attend is one of relatively high risk and can be very expensive. The students likely spent a great deal of time and effort in the Information Search and Evaluation of Alternatives stages in the General Model of Customer Experiences. The name for these kinds of decisions is:

Accepted Answer

A)  limited problem solving. 
B)  one of a kind problem solving. 
C)  information-rich problem solving. 
D)  extensive problem solving. 
A)  limited problem solving. 
B)  one of a kind problem solving. 
C)  information-rich problem solving. 
D)  extensive problem solving.

Question 17

Why is the customer experience important to the marketer?

Accepted Answer

A)  If a marketer can capture the essence of a customer's experience, the marketer can avoid having negative word of mouth going viral through social media. 
B)  Understanding the customer experience gives the marketer information that would be hard to obtain otherwise given the concerns about privacy. 
C)  By knowing the thoughts, feelings, and behaviors of a customer, the marketer can provide a superior service, leading to more business in the future. 
D)  Using the customer experience effectively is necessary to design retail operations. 
A)  If a marketer can capture the essence of a customer's experience, the marketer can avoid having negative word of mouth going viral through social media. 
B)  Understanding the customer experience gives the marketer information that would be hard to obtain otherwise given the concerns about privacy. 
C)  By knowing the thoughts, feelings, and behaviors of a customer, the marketer can provide a superior service, leading to more business in the future. 
D)  Using the customer experience effectively is necessary to design retail operations.

Question 18

In consumer purchases, an individual usually decides, but in business purchases the focus is the organization, not the people.

Accepted Answer

A) True 
 B)False

Question 19

As you go to a grocery store and pick up routine items, you might not recognize you have internalized much of the process. This set of decisions are known as:

Accepted Answer

A)  limited problem solving. 
B)  routine decisions. 
C)  heuristics. 
D)  habitual decision. 
A)  limited problem solving. 
B)  routine decisions. 
C)  heuristics. 
D)  habitual decision.

Question 20

Paul follows a small number of professional sports teams with great devotion. He wants to know what the players wear, what they drink, what cars they drive, etc., and then he will use the information he has gathered to decide what to buy similar items for himself. What would a marketer call these teams in relationship to Paul?

Accepted Answer

A)  Purchase idol groups 
B)  Aspirant groups 
C)  Sponsored groups 
D)  Fan-defined groups 
A)  Purchase idol groups 
B)  Aspirant groups 
C)  Sponsored groups 
D)  Fan-defined groups

Why is it important for marketers to understand post-purchase evaluation as the product or service has already been purchased?

In examining motivations, customers must satisfy needs like air, food and water before they can be motivated to consider almost any other kind of need.

A friend of yours wants to buy a specialized piece of photography equipment. None of her friends knew anything about it, and her family didn't either. She said she doesn't want to rely on the company websites as she feels they are not reliable. For her information search she will likely turn to:

The large group of people who share hobbies, education, income levels, and similar views of the world is known as a:

The General Model of Customer Experience has five distinct steps, and these steps follow a logical order. There are times, however, when a customer might take these steps in a different order.

The social differences among the Influences on the Customer Experience for B2B marketing could be:

As Brett started planning to relaunch his firm's major product, he knew:

A hair stylist who wants to grow her business is studying how customers will purchase her services. Which of the following is accurate about the General Model of Customer Experience?

Eduardo observed that he and his fellow Hispanic university students shared certain values and beliefs which had a major impact on his purchasing behaviors. Eduardo was observing:

Marketers study motivations-what drives people to act in a certain way, especially when examining purchasing behaviors. To organize these motivations, marketers use a theoretical model known as the:

When we are rushed or when we want convenience more than a drawn-out decision-making process, time becomes critical. Which of the following is NOT one of the results of time as an influence on the customer experience?

Daniel was new to the B2B marketing area, and he was frustrated by the amount of time it took to go through the buying process. Which of the following in NOT one of those factors that lengthen the time it takes to go through the buying process?

Why is the customer experience important to the marketer?

In consumer purchases, an individual usually decides, but in business purchases the focus is the organization, not the people.

As you go to a grocery store and pick up routine items, you might not recognize you have internalized much of the process. This set of decisions are known as:

What Is Marketing

Marketing Strategy

The Marketing Environment

Research in Marketing

Segmentation, Targeting, and Positioning

Applying the Marketing Mix

Products, Brands, and Customer Needs

Place Decisions and Customer Convenience

Managing Price and Customer Cost Perceptions

Promoting to Communicate With Customers

Encouraging Participation to Connect With Customers

Measuring Marketing Effectiveness Through Metrics

Developing an Integrated Marketing Mix

Finalizing a Marketing Plan

Filters

Exam 4: Customer Behavior

Why is it important for marketers to understand post-purchase evaluation as the product or service has already been purchased?

In examining motivations, customers must satisfy needs like air, food and water before they can be motivated to consider almost any other kind of need.

A friend of yours wants to buy a specialized piece of photography equipment. None of her friends knew anything about it, and her family didn't either. She said she doesn't want to rely on the company websites as she feels they are not reliable. For her information search she will likely turn to:

The large group of people who share hobbies, education, income levels, and similar views of the world is known as a:

The General Model of Customer Experience has five distinct steps, and these steps follow a logical order. There are times, however, when a customer might take these steps in a different order.

The social differences among the Influences on the Customer Experience for B2B marketing could be:

As Brett started planning to relaunch his firm's major product, he knew:

A hair stylist who wants to grow her business is studying how customers will purchase her services. Which of the following is accurate about the General Model of Customer Experience?

Eduardo observed that he and his fellow Hispanic university students shared certain values and beliefs which had a major impact on his purchasing behaviors. Eduardo was observing:

Marketers study motivations-what drives people to act in a certain way, especially when examining purchasing behaviors. To organize these motivations, marketers use a theoretical model known as the:

When we are rushed or when we want convenience more than a drawn-out decision-making process, time becomes critical. Which of the following is NOT one of the results of time as an influence on the customer experience?

Daniel was new to the B2B marketing area, and he was frustrated by the amount of time it took to go through the buying process. Which of the following in NOT one of those factors that lengthen the time it takes to go through the buying process?

Why is the customer experience important to the marketer?

In consumer purchases, an individual usually decides, but in business purchases the focus is the organization, not the people.

As you go to a grocery store and pick up routine items, you might not recognize you have internalized much of the process. This set of decisions are known as:

What Is Marketing

Marketing Strategy

The Marketing Environment

Research in Marketing

Segmentation, Targeting, and Positioning

Applying the Marketing Mix

Products, Brands, and Customer Needs

Place Decisions and Customer Convenience

Managing Price and Customer Cost Perceptions

Promoting to Communicate With Customers

Encouraging Participation to Connect With Customers

Measuring Marketing Effectiveness Through Metrics

Developing an Integrated Marketing Mix

Finalizing a Marketing Plan

Filters