Question 1

Who said in 2004 that R should stand for 'relevance' and not 'relationship'?

Accepted Answer

A)  Jones and Sasser 
B)  Humby 
C)  Brown 
D)  Keaveney 
A)  Jones and Sasser 
B)  Humby 
C)  Brown 
D)  Keaveney B

Question 2

A consumer panel meets in a similar manner to a focus group.

Accepted Answer

A) True 
 B)False  False

Question 3

What are stochastic models?

Accepted Answer

Stochastic models make predictions, usually based on probabilities, about repeat purchasing using longitudinal data.

Question 4

Which of the following is not a reason for customer defection as per Keaveney (1995)?

Accepted Answer

A)  Customer defects due to mistakes (e.g., billing errors) or other technical problems 
B)  Customer defects as they perceive employees to be uncaring, impolite, unresponsive and lacking sufficient knowledge 
C)  Customer defects due to existing provider charging higher prices 
D)  Customer defects due to their boycotting of the organization 
A)  Customer defects due to mistakes (e.g., billing errors) or other technical problems 
B)  Customer defects as they perceive employees to be uncaring, impolite, unresponsive and lacking sufficient knowledge 
C)  Customer defects due to existing provider charging higher prices 
D)  Customer defects due to their boycotting of the organization

Question 5

Who cited defection in order to buy a superior product from a competitor as a reason for defection?

Accepted Answer

A)  Guanxi 
B)  Keaveney 
C)  Fournier 
D)  DeSouza 
A)  Guanxi 
B)  Keaveney 
C)  Fournier 
D)  DeSouza

Question 6

Which of the following is NOT one of Dick and Basu's categories of loyalty?

Accepted Answer

A)  Latent 
B)  Mercenary 
C)  Spurious 
D)  Loyalty 
A)  Latent 
B)  Mercenary 
C)  Spurious 
D)  Loyalty

Question 7

Wong and Leung state that Guanxi is concerned with what?

Accepted Answer

Guanxi is the traditional Confucian conc

Question 8

What is loyalty?

Accepted Answer

Loyalty is the tendency to repurchase a

Question 9

Probability theory is sometimes used to predict which brand will be purchased next.What is probability theory?

Accepted Answer

Probability theory

Question 10

Guanxi involves:

Accepted Answer

A)  face to face trust 
B)  stochastic models 
C)  behavioural repeat buying rather than affective connections 
D)  the marriage analogy in relational buying 
A)  face to face trust 
B)  stochastic models 
C)  behavioural repeat buying rather than affective connections 
D)  the marriage analogy in relational buying

Question 11

Who considers commitment to be central to successful relationship buying?

Accepted Answer

A)  Heskett et al. 
B)  Fournier 
C)  Keaveney 
D)  Morgan and Hunt 
A)  Heskett et al. 
B)  Fournier 
C)  Keaveney 
D)  Morgan and Hunt

Question 12

What is meant by the trust construct of relational buying?

Accepted Answer

Trust construct of relational

Question 13

What are the main attributes of brand-relationship quality reported by Fournier (1998)?

Accepted Answer

As per Fournier (1998), main attributes

Question 14

Ehrenberg developed a model reflecting a positive binomial statistical distribution.

Accepted Answer

A) True 
 B)False

Question 15

Who includes self concept connection and partner quality in their list of brand relationship attributes?

Accepted Answer

A)  Heskett et al. 
B)  Fournier 
C)  Keaveney 
D)  Morgan and Hunt 
A)  Heskett et al. 
B)  Fournier 
C)  Keaveney 
D)  Morgan and Hunt

Question 16

As per Dick and Basu (1994), latent loyalty exists when:

Accepted Answer

A)  Consumers have positive attitude and are not sceptical about the brand 
B)  Consumers have high relative attitude but low repeat patronage 
C)  Consumers have low relative attitude and high repeat patronage 
D)  Consumers have high relative attitude and high repeat patronage 
A)  Consumers have positive attitude and are not sceptical about the brand 
B)  Consumers have high relative attitude but low repeat patronage 
C)  Consumers have low relative attitude and high repeat patronage 
D)  Consumers have high relative attitude and high repeat patronage

Question 17

What is relational buying?

Accepted Answer

Relational buying is a recipro

Question 18

Which of the following is not an aim for developing loyalty programme?

Accepted Answer

A)  Retain customers by providing them value and satisfaction 
B)  Discouraging consumption of undesired or unethical products 
C)  Increase spending by existing customers 
D)  Cross selling other products to existing customers 
A)  Retain customers by providing them value and satisfaction 
B)  Discouraging consumption of undesired or unethical products 
C)  Increase spending by existing customers 
D)  Cross selling other products to existing customers

Question 19

Experimental consumption relates to those consumer experiences derived from long and continued use of a brand.

Accepted Answer

A) True 
 B)False

Question 20

The Co-operative milk delivery case is an example of:

Accepted Answer

A)  deterioration 
B)  interaction 
C)  attraction 
D)  reclamation 
A)  deterioration 
B)  interaction 
C)  attraction 
D)  reclamation

Who said in 2004 that R should stand for 'relevance' and not 'relationship'?

A consumer panel meets in a similar manner to a focus group.

What are stochastic models?

Which of the following is not a reason for customer defection as per Keaveney (1995)?

Who cited defection in order to buy a superior product from a competitor as a reason for defection?

Which of the following is NOT one of Dick and Basu's categories of loyalty?

Wong and Leung state that Guanxi is concerned with what?

What is loyalty?

Probability theory is sometimes used to predict which brand will be purchased next.What is probability theory?

Guanxi involves:

Who considers commitment to be central to successful relationship buying?

What is meant by the trust construct of relational buying?

What are the main attributes of brand-relationship quality reported by Fournier (1998)?

Ehrenberg developed a model reflecting a positive binomial statistical distribution.

Who includes self concept connection and partner quality in their list of brand relationship attributes?

As per Dick and Basu (1994), latent loyalty exists when:

What is relational buying?

Which of the following is not an aim for developing loyalty programme?

Experimental consumption relates to those consumer experiences derived from long and continued use of a brand.

The Co-operative milk delivery case is an example of:

Consumer Motives and Values

Consumer Response to Marketing Actions: 1 Exposure, Attention, Perception

Consumer Response to Marketing Actions: 2 Learning and Attitudes

Consumer Response to Marketing Actions: 3 Action, Post-Purchase Dissonance, Consumer Involvement

Consumer Demographics

Consumer Psychographics

Social Group, Tribal and Household Buying Influences

Culture and Subculture

New Product Buying

Data-Based Consumer Behaviour

Consumer Misbehaviour

Organizational Buying Behaviour

Filters

Exam 10: Repeat, Loyal and Relational Buying

Who said in 2004 that R should stand for 'relevance' and not 'relationship'?

A consumer panel meets in a similar manner to a focus group.

What are stochastic models?

Which of the following is not a reason for customer defection as per Keaveney (1995)?

Who cited defection in order to buy a superior product from a competitor as a reason for defection?

Which of the following is NOT one of Dick and Basu's categories of loyalty?

Wong and Leung state that Guanxi is concerned with what?

What is loyalty?

Probability theory is sometimes used to predict which brand will be purchased next.What is probability theory?

Guanxi involves:

Who considers commitment to be central to successful relationship buying?

What is meant by the trust construct of relational buying?

What are the main attributes of brand-relationship quality reported by Fournier (1998)?

Ehrenberg developed a model reflecting a positive binomial statistical distribution.

Who includes self concept connection and partner quality in their list of brand relationship attributes?

As per Dick and Basu (1994), latent loyalty exists when:

What is relational buying?

Which of the following is not an aim for developing loyalty programme?

Experimental consumption relates to those consumer experiences derived from long and continued use of a brand.

The Co-operative milk delivery case is an example of:

Consumer Motives and Values

Consumer Response to Marketing Actions: 1 Exposure, Attention, Perception

Consumer Response to Marketing Actions: 2 Learning and Attitudes

Consumer Response to Marketing Actions: 3 Action, Post-Purchase Dissonance, Consumer Involvement

Consumer Demographics

Consumer Psychographics

Social Group, Tribal and Household Buying Influences

Culture and Subculture

New Product Buying

Data-Based Consumer Behaviour

Consumer Misbehaviour

Organizational Buying Behaviour

Filters