Listerine used to advertise that it prevented colds. This could not be proven or disproved, and is known as ambiguous information.
Indicate whether the statement is true or false
Question 2To maintain performance in a particular target segment, the balanced scorecard examines:
a. customer satisfaction.
b. customer retention.
c. customer profitability.
d. all of the above.
e. (a) and (c) only.
Question 3It is necessary to ____________________a survey when knowledge of the sponsor or topic is likely to cause
respondents to change their answers.
Fill in the blank(s) with correct word
Question 4Consumer will not feel post-purchase regret if they have no information about the alternatives not chosen.
Indicate whether the statement is true or false
Question 5Which of the following statements concerning the balanced scorecard is (are) accurate?
a. The goal of the balanced scorecard is to achieve the proper balance between sales and profits.
b. The balanced scorecard is designed to help managers achieve the proper blend of domestic versus international sales and profits.
c. The balanced scorecard demonstrates that the performance of a business unit can be captured by thoroughly assessing just two dimensions: the financial perspective and the customer perspective.
d. The balanced scorecard suggests that the rate at which a business unit is acquiring new customers provides the best measure of financial performance.
e. The balanced scorecard combines financial measures of past performance with measures of the drivers of performance.
Question 6____________________ interviews imply a direct face-to-face conversation between the interviewer and the
respondent.
Fill in the blank(s) with correct word
Question 7Post-purchase dissonance is a stronger negative attitude than post-purchase regret.
Indicate whether the statement is true or false
Question 8When a customer is exposed to a salesperson's positive emotions, the customer experiences a corresponding change in their own affective state; this is known as emotional contagion.
Indicate whether the statement is true or false
Question 9A(n) ____________________ question allows respondents to freely reply using their own words without
limitations to a fixed set of possible answers.
Fill in the blank(s) with correct word
Question 10Researchers suggest consumers go through four stages in the testing hypotheses for learning: (1) exposure to evidence, (2) encoding of evidence, (3) integration of prior beliefs, and (4) perception about the product.
Indicate whether the statement is true or false
Question 11The size of the sales force establishes the level of selling effort that the business marketer can use.
Indicate whether the statement is true or false
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