Question 1

Which of the following is not an element of relationship marketing?

Accepted Answer

A)  developing a core product around which to build customer relationships 
B)  pricing in a manner that encourages loyalty 
C)  engaging in internal marketing in order to perform well for customers 
D)  All of the given answers are elements of relationship marketing. 
A)  developing a core product around which to build customer relationships 
B)  pricing in a manner that encourages loyalty 
C)  engaging in internal marketing in order to perform well for customers 
D)  All of the given answers are elements of relationship marketing. D

Question 2

How may the level of symbolic performance of a product affect a consumer's disposal decision for that product? Illustrate your answer by using an example.

Accepted Answer

The level of symbolic performance of a product can greatly affect a consumer's disposal decision. Symbolic performance refers to the ability of a product to convey certain meanings, values, or social status to the consumer. When a product is perceived as having high symbolic performance, it is often associated with prestige, luxury, or social status. On the other hand, products with low symbolic performance may be seen as ordinary or lacking in social significance.

For example, let's consider the disposal decision of a luxury handbag. A consumer who owns a high-end designer handbag may have purchased it for its symbolic performance, as it represents status and wealth. However, if the handbag goes out of style or is no longer perceived as prestigious, the consumer may be more inclined to dispose of it, as it no longer serves its symbolic purpose. On the other hand, a consumer who owns a basic, non-branded handbag may not feel the same pressure to dispose of it based on symbolic performance, as its value lies more in its practical use rather than its social significance.

In this way, the level of symbolic performance of a product can influence a consumer's disposal decision. Products with high symbolic performance may be disposed of more readily when they no longer convey the desired social status, while products with low symbolic performance may be retained for their practical utility regardless of their social significance.

Question 3

Which of the following is not a mode for product disposition?

Accepted Answer

A)  sharing 
B)  donating 
C)  recycling 
D)  All of the given answers are product disposition modes. 
A)  sharing 
B)  donating 
C)  recycling 
D)  All of the given answers are product disposition modes. D

Question 4

Define post-purchase dissonance and explain the probability that this will occur in consumer post-purchase processes.

Accepted Answer

Post-purchase dissonance, also known as

Question 5

Brand loyalty differs from repeat purchase behaviour in that brand loyalty:

Accepted Answer

A)  involves at least 90 per cent of product category purchases with a single brand. 
B)  must exist over a minimum of six repurchase cycles. 
C)  must not include any purchase of another brand when the primary brand is available. 
D)  implies a psychological commitment to the brand. 
A)  involves at least 90 per cent of product category purchases with a single brand. 
B)  must exist over a minimum of six repurchase cycles. 
C)  must not include any purchase of another brand when the primary brand is available. 
D)  implies a psychological commitment to the brand.

Question 6

Observing consumers as they actually use products is:

Accepted Answer

A)  the basis for most focus groups. 
B)  the basis for conjoint analysis. 
C)  an important aspect of new product development. 
D)  an important objective of regulatory agencies such as Australian Communications and Media Authority. 
A)  the basis for most focus groups. 
B)  the basis for conjoint analysis. 
C)  an important aspect of new product development. 
D)  an important objective of regulatory agencies such as Australian Communications and Media Authority.

Question 7

The difference between repeat purchase behaviour and brand loyalty is not explained by which of the following statements?

Accepted Answer

A)  Repeat purchase often results in brand loyalty. 
B)  Brand loyalty implies a psychological commitment to the brand. 
C)  Repeat purchase may exist because there is only one brand in that product category. 
D)  Brand loyalty is biased. 
A)  Repeat purchase often results in brand loyalty. 
B)  Brand loyalty implies a psychological commitment to the brand. 
C)  Repeat purchase may exist because there is only one brand in that product category. 
D)  Brand loyalty is biased.

Question 8

A toy made overseas is found to contain traces of lead paint. The manufacturer should:

Accepted Answer

A)  recall the product. 
B)  deny everything. 
C)  explain the situation to the government, who then becomes responsible for it. 
D)  None of the given answers are correct. 
A)  recall the product. 
B)  deny everything. 
C)  explain the situation to the government, who then becomes responsible for it. 
D)  None of the given answers are correct.

Question 9

A potential influencing factor that might affect the evaluation of a particular purchase is:

Accepted Answer

A)  product disposal. 
B)  post-purchase dissonance. 
C)  product use. 
D)  all of the given answers. 
A)  product disposal. 
B)  post-purchase dissonance. 
C)  product use. 
D)  all of the given answers.

Question 10

The likelihood and magnitude of post-purchase dissonance increases for all of the following except:

Accepted Answer

A)  the more irrevocable the decision. 
B)  the more difficult it is to choose among alternatives. 
C)  the more important the decision is. 
D)  All of the given answers increase post-purchase dissonance. 
A)  the more irrevocable the decision. 
B)  the more difficult it is to choose among alternatives. 
C)  the more important the decision is. 
D)  All of the given answers increase post-purchase dissonance.

Question 11

The durability of a sportscoat represents:

Accepted Answer

A)  symbolic performance. 
B)  representative performance. 
C)  concrete performance. 
D)  instrumental performance. 
A)  symbolic performance. 
B)  representative performance. 
C)  concrete performance. 
D)  instrumental performance.

Question 12

By inspiring a very high degree of loyalty:

Accepted Answer

A)  a company does not become tied to a single brand. 
B)  a brand has more opportunity to innovate. 
C)  a company can spread its costs over a larger range of products. 
D)  a brand can become immune to high prices. 
A)  a company does not become tied to a single brand. 
B)  a brand has more opportunity to innovate. 
C)  a company can spread its costs over a larger range of products. 
D)  a brand can become immune to high prices.

Question 13

Which of these examples does not illustrate 'use innovativeness'?

Accepted Answer

A)  the use of baking soda as a fridge deodoriser 
B)  the use of beer as a batter for frying seafood 
C)  the use of toothpaste to cool down burns 
D)  All of the given answers are examples of use innovativeness. 
A)  the use of baking soda as a fridge deodoriser 
B)  the use of beer as a batter for frying seafood 
C)  the use of toothpaste to cool down burns 
D)  All of the given answers are examples of use innovativeness.

Question 14

A motorbike that no longer runs is an example of:

Accepted Answer

A)  a product ceasing to function instrumentally. 
B)  a product ceasing to function symbolically. 
C)  a product that has to be donated. 
D)  None of the given answers are correct. 
A)  a product ceasing to function instrumentally. 
B)  a product ceasing to function symbolically. 
C)  a product that has to be donated. 
D)  None of the given answers are correct.

Question 15

Satisfaction with a product is primarily a function of:

Accepted Answer

A)  symbolic performance. 
B)  instrumental performance. 
C)  indicative performance. 
D)  symbolic performance and instrumental performance. 
A)  symbolic performance. 
B)  instrumental performance. 
C)  indicative performance. 
D)  symbolic performance and instrumental performance.

Question 16

In order to reduce post-purchase dissonance and increase customer satisfaction, marketers can:

Accepted Answer

A)  encourage extensive pre-purchase alternative evaluation. 
B)  encourage the use of a compensatory decision rule. 
C)  provide post-purchase messages confirming the wisdom of the purchase. 
D)  encourage the use of a conjunctive decision rule. 
A)  encourage extensive pre-purchase alternative evaluation. 
B)  encourage the use of a compensatory decision rule. 
C)  provide post-purchase messages confirming the wisdom of the purchase. 
D)  encourage the use of a conjunctive decision rule.

Question 17

The following are types of consumer with respect to response styles associated with dissatisfaction except:

Accepted Answer

A)  passives. 
B)  actives. 
C)  irates. 
D)  voices. 
A)  passives. 
B)  actives. 
C)  irates. 
D)  voices.

Question 18

A primary reason for taking no action when dissatisfied with a product or service is which of the following?

Accepted Answer

A)  Consumers believe that firms will take no action. 
B)  Consumers are seldom, if ever, dissatisfied with products or services. 
C)  Action requires time and effort that may exceed the perceived value of any likely result. 
D)  All of the given answers are correct. 
A)  Consumers believe that firms will take no action. 
B)  Consumers are seldom, if ever, dissatisfied with products or services. 
C)  Action requires time and effort that may exceed the perceived value of any likely result. 
D)  All of the given answers are correct.

Question 19

Which of the following is true about very loyal customers?

Accepted Answer

A)  There is no downside to having these types of customers. 
B)  These customers have more extreme reactions in the event of failures in product performance or customer service. 
C)  There is one downside to having these types of customers, which is that they tend to react badly to innovation. 
D)  None of the given answers are correct. 
A)  There is no downside to having these types of customers. 
B)  These customers have more extreme reactions in the event of failures in product performance or customer service. 
C)  There is one downside to having these types of customers, which is that they tend to react badly to innovation. 
D)  None of the given answers are correct.

Question 20

With respect to clothing, it has been found that:

Accepted Answer

A)  dissatisfaction is caused by a failure of instrumental performance while satisfaction requires the symbolic performance to perform at or above the expected level. 
B)  dissatisfaction is caused by a failure of symbolic performance while satisfaction requires both instrumental and symbolic performance at the expected level. 
C)  dissatisfaction results if either symbolic or instrumental performance is below expectation. 
D)  satisfaction requires that either symbolic or instrumental performance exceed expectations. 
A)  dissatisfaction is caused by a failure of instrumental performance while satisfaction requires the symbolic performance to perform at or above the expected level. 
B)  dissatisfaction is caused by a failure of symbolic performance while satisfaction requires both instrumental and symbolic performance at the expected level. 
C)  dissatisfaction results if either symbolic or instrumental performance is below expectation. 
D)  satisfaction requires that either symbolic or instrumental performance exceed expectations.

Which of the following is not an element of relationship marketing?

How may the level of symbolic performance of a product affect a consumer's disposal decision for that product? Illustrate your answer by using an example.

Which of the following is not a mode for product disposition?

Define post-purchase dissonance and explain the probability that this will occur in consumer post-purchase processes.

Brand loyalty differs from repeat purchase behaviour in that brand loyalty:

Observing consumers as they actually use products is:

The difference between repeat purchase behaviour and brand loyalty is not explained by which of the following statements?

A toy made overseas is found to contain traces of lead paint. The manufacturer should:

A potential influencing factor that might affect the evaluation of a particular purchase is:

The likelihood and magnitude of post-purchase dissonance increases for all of the following except:

The durability of a sportscoat represents:

By inspiring a very high degree of loyalty:

Which of these examples does not illustrate 'use innovativeness'?

A motorbike that no longer runs is an example of:

Satisfaction with a product is primarily a function of:

In order to reduce post-purchase dissonance and increase customer satisfaction, marketers can:

The following are types of consumer with respect to response styles associated with dissatisfaction except:

A primary reason for taking no action when dissatisfied with a product or service is which of the following?

Which of the following is true about very loyal customers?

With respect to clothing, it has been found that:

Consumer Behaviour and Marketing Strategy

Situational Influences

Problem Recognition

Information Search

Evaluating and Selecting Alternatives

Outlet Selection and Product Purchase

Perception

Learning and Memory

Motivation, Personality and Emotion

Attitude and Attitude Change

Australasian Society: Demographics and Lifestyles

Household Structure and Consumption Behaviour

Group Influence and Communication

Social Stratification

Culture and Cross-Cultural Variations in Consumer Behaviour

Filters

Exam 7: Post-Purchase Processes, Customer Satisfaction and Consumer Loyalty

Which of the following is not an element of relationship marketing?

How may the level of symbolic performance of a product affect a consumer's disposal decision for that product? Illustrate your answer by using an example.

Which of the following is not a mode for product disposition?

Define post-purchase dissonance and explain the probability that this will occur in consumer post-purchase processes.

Brand loyalty differs from repeat purchase behaviour in that brand loyalty:

Observing consumers as they actually use products is:

The difference between repeat purchase behaviour and brand loyalty is not explained by which of the following statements?

A toy made overseas is found to contain traces of lead paint. The manufacturer should:

A potential influencing factor that might affect the evaluation of a particular purchase is:

The likelihood and magnitude of post-purchase dissonance increases for all of the following except:

The durability of a sportscoat represents:

By inspiring a very high degree of loyalty:

Which of these examples does not illustrate 'use innovativeness'?

A motorbike that no longer runs is an example of:

Satisfaction with a product is primarily a function of:

In order to reduce post-purchase dissonance and increase customer satisfaction, marketers can:

The following are types of consumer with respect to response styles associated with dissatisfaction except:

A primary reason for taking no action when dissatisfied with a product or service is which of the following?

Which of the following is true about very loyal customers?

With respect to clothing, it has been found that:

Consumer Behaviour and Marketing Strategy

Situational Influences

Problem Recognition

Information Search

Evaluating and Selecting Alternatives

Outlet Selection and Product Purchase

Perception

Learning and Memory

Motivation, Personality and Emotion

Attitude and Attitude Change

Australasian Society: Demographics and Lifestyles

Household Structure and Consumption Behaviour

Group Influence and Communication

Social Stratification

Culture and Cross-Cultural Variations in Consumer Behaviour

Filters