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Multiple Choice Quiz
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1

The model of postpurchase behavior in the text lists all of the following as a potential outcome of a customer's level of purchase satisfaction EXCEPT:
A)repeat purchases.
B)brand switching.
C)discontinued use.
D)increased use.
E)all of the above are listed.
2

Doubt about the wisdom of a purchase shortly after the purchase is referred to as:
A)postevaluation doubt.
B)postcognitive doubt.
C)decision revision.
D)postpurchase dissonance.
E)none of the above.
3

Which of the following is NOT an approach to reducing dissonance?
A)decrease the desirability of the rejected alternative.
B)increase the desirability of the brand purchased.
C)decrease the importance of the purchase decision.
D)all of the above are approaches for reducing dissonance.
E)none of the above are approaches for reducing dissonance.
4

Using Bounce dryer sheets, a product designed as a static electricity remover for clothing, to removing bathroom soap scum is an example of:
A)opinion leadership.
B)use innovativeness.
C)market mavenism.
D)adoption process.
E)none of the above.
5

One consumer selling a product directly to another is referred to as:
A)consumer-to-consumer sales.
B)derived sales.
C)primary sales.
D)secondary sales.
E)none of the above.
6

Satisfaction with a purchase is primarily a function of:
A)the price of the product.
B)product involvement.
C)perceived performance relative to expectations.
D)all of the above.
E)none of the above.
7

Satisfaction with a product is primarily a function of:
A)instrumental performance.
B)symbolic performance.
C)financial performance.
D)a and b.
E)a and c.
8

The styling of a suit represents:
A)primary performance.
B)symbolic performance.
C)secondary performance.
D)instrumental performance.
E)none of the above.
9

Dissatisfaction can produce:
A)brand switching.
B)complaint behavior.
C)unfavorable word-of-mouth communications.
D)all of the above.
E)none of the above.
10

For many marketers, producing satisfied customers is necessary but not sufficient. Instead they seek to create:
A)committed customers.
B)multiple brand buyers.
C)cognitive dissonance free buyers.
D)affective customers.
E)none of the above
11

A key element of relationship marketing is to standardize the relationship across customers.
A)True
B)False
12

Price premium refers to the fact that repeat and specifically committed customers tend to buy the brand consistently rather than waiting for a sale or continually negotiating price.
A)True
B)False
13

Consumers that demonstrate a positively biased behavior toward a specific brand are exhibiting brand loyalty.
A)True
B)False
14

Incurred costs are the costs of finding, evaluating, and adopting another solution.
A)True
B)False
15

Consumer-level employees deal directly with consumers.
A)True
B)False





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