Jim and Denise are executives at Jetsetters, Inc., a plane-sharing business. As they review the results of their recent customer satisfaction survey, Jim generally notices that responses fall into three outcomes. Which of the following outcomes isNOT one of the three outcomes on Jim's mind?

a.

Customer expectations may be confirmed, leading to judgments of satisfaction.

b.

Expectations may be disconfirmed in a negative manner if the purchase fell short of expectations, leading to feelings of dissatisfaction.

c.

Expectations may be disconfirmed in a positive manner, if the purchase experience surpassed the expectations, leading to feelings of delight.

d.

Expectations are not in line with the company's goals

For __________ purchases, the comparative evaluation process is typically quite deliberative and conscious.

a.

low-involvement

b.

high-involvement

c.

quick

d.

B2B

Field studies are conducted in the real world, so they are strong in __________ validity, but they tend not to be as clean in terms of __________ validity.

a.

external, internal

b.

primary, secondary

c.

secondary, primary

d.

internal, external

Retention rates __________ over time.

a.

can change or remain the same

b.

always remain the same

c.

always increase

d.

always drop

The hierarchy of customer behavior is

a.

trial, repeat, awareness, loyalty.

b.

awareness, trial, repeat, loyalty.

c.

trial, repeat, awareness, loyalty.

d.

loyalty, awareness, repeat, trial.

As Quentin checks out of a hotel, he recalls the expectations of quality and service he had upon arriving at the hotel and realizes that based on those expectations he is not thrilled with his experience. The type of purchase by Quentin is best described as

a.

experiential

b.

quality

c.

credence

d.

search

About how long does a focus group typically last?

a.

8 hours

b.

1.5 hours

c.

30 minutes

d.

3 hours

Marketers are interested in customers' perceptions and conduct surveys in order to understand those perceptions. Although these surveys may result in imperfect measures, the numbers do allow marketers to gauge their performance relative to certain __________, such as past or competitive performance.

a.

ideals

b.

credence

c.

benchmarks

d.

statistics

Perceptual maps are pictures of which of the following?

a.

competing brands

b.

competing brands or attributes

c.

attributes

d.

competing brands and attributes

Marketing information should be gathered __________ so the company can be in the know and poised for action.

a.

quarterly

b.

constantly

c.

annually

d.

every 2 years