Q 4.1: Which is NOT a step in the General Model of Customer Experience? Information search A Need recognition Individual influences C Evaluation of altermatives D Question 1 View Policies Current Attempt in Progress Why is the customer experience important to the marketer? 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. By knowing the thoughts, feelings, and behaviors of a customer, the marketer can provide a superior service, leading to more business in the future. Using the customer experience effectively is necessary to design retail operations Understanding the customer experience gives the marketer information that would be hard to obtain otherwise given the concerns about privacy. eTextbook and Media Question 2 View Policies Current Attempt in Progress The General Model of Customer Experience cannot begin until: the customer has sufficient funds to make purchases to satisfy a need. the customer has a need that must be satisfied. the marketer has built a strong brand that is recognized by potential customers. information about ways to satisfy that need are readily available eTextbook and Media Question 3 View Policies Current Attempt in Progress As Brett started planning to relaunch his firm's major product, he knew customers would not need much information as the product was being relaunched, not introduced. customers see third party sources as being the most reliable potential customers would trust an assertive and authentic information from the firm customers would depend most on opinions and attitudes of friends and family eTextbook and Media OOC Send to Gradebooks Prev Next X Question 4 /1 View Policies Current Attempt in Progress Michael went through a very detailed search process to determine and buy the best computer for both his gaming and schoolwork. Instead of being happy with his new computer, he is wondering if he made the right choice, if he examined enough alternatives and whether he should have purchased a different brand. His friends who were majoring in marketing let him vent, but didn't take his concerns seriously as they knew he was suffering from a natural phenomenon known as cognitive dissonance innate dissatisfaction post purchase depression anxiety attacks eTextbook and Media Question 5 View Policies Current Attempt in Progress Which of the following is NOT one of the significant influence categories used by marketers? Individual influences Contextual influences Social influences Cultural influences Question 6 View Policies Current Attempt in Progress Which of the following influences on purchasing is a factor of an individual's personal ity? Subcultures Self image Selective retention Selective attention eTexthook and Media Question 7 -/1 View Policies Current Attempt in Progress One of the prablems marketers have is trying to persuade a consumer to switch from their current brand to the marketer's brand. These consumers may see promotional pieces, but don't seem persuaded to change, regardless of the evidence presented. Which of the perception processes is at work here? Selective retention Selective interpretation OSelective attention Selective filtering Question 8 -/1 View Policies Current Attempt in Progress Maria is known by her friends as a person who won't make a purchase without checking with several of her close friends. These friends who are advising on purchases are known as consultative groups inspirational groups reference groups social capital groups. eTextbook and Media Question 9 -/1 View Policles Current Attempt in Progress 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 offf. 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? Influencer Controller Decider Gatekeeper Question 10 View Policies Current Attempt in Progress Which of the following is NOT one of the important differences between B2B and B2C marketing? Evaluation of alternatives is more complex in B2B The size of the buying company matters in B2B. Marketing to a group is important in B2B but has no similar situation in B2C There is more formality, especially in the rules, for B2B Question 11 View Policies Current Attempt in Progress The social differences among the Influences on the Customer Experience for B2B marketing could be: the personality of the CEO. whether the members of the buying center share objectives. O aspirant companies whether the sales representative can entertain the client eTextbook and Media Question 12 View Policies Current Attempt in Progress In both B2B and B2C, the General Model of Customer Experience is similar, and both have similar Influences on the Customer Experience-individual, social, and contextual differences True False