The nature of the interaction between the firm and its customers is known as:
a. fulfillment and support.
b. core strategy.
c. value network.
d. information and insight.
e. relationship dynamics.
Question 2Which is an independent variable in a study where Tractor Supply, a retailer of garden and farming equipment,
increases the price of its most popular lawn tractor by 5 every month for three months and sees its effect on
market share in the Dallas metropolitan area?
a. The variable being manipulated by the researcher to cause the change.
b. 5 increase in retail price every month for three months.
c. The variable affected by the change.
d. Both a and b are correct.
e. Changes on market share after 3 months.
Question 3Consumers are likely to recall ____ when they engage in internal search.
a. primarily information encoded when in a positive mood
b. only a small subset of stored information
c. primarily information encoded when in a negative mood
d. most information stored in memory
e. primarily information from unrelated schemas
Question 4The four components of customer interface are:
a. company boundaries, customer benefits, relationship dynamics, and pricing structure.
b. company boundaries, fulfillment and support, relationship dynamics, and pricing structure.
c. fulfillment and support, information and insight, relationship dynamics, and pricing structure.
d. fulfillment and support, information and insight, relationship dynamics, and company boundaries.
e. information and insight, core strategy, strategic resources, and customer benefits.
Question 5In an experiment, which type of outcome variable(s) does a researcher have NO control and NO ability to
manipulate?
a. Dependent variables
b. Independent variables
c. Extraneous variables
d. Both the independent and dependent variables.
e. All of the above.
Question 6It is likely that only a small subset of stored information will be recalled at any one time. Thus, all of the following are internal search issues that would be of interest to consumer researchers except
a. the length of attention span for marketing communications messages.
b. the extent to which consumers might search memory for information about a brand.
c. what is recalled.
d. the process by which information is recalled.
e. the process by which feelings are recalled.
Question 7The four components of the business model are:
a. customer interface, core strategy, strategic resources, and value network.
b. customer benefits, core strategy, strategic resources, and value network.
c. customer benefits, customer interface, strategic resources, and value network.
d. customer benefits, core strategy, customer interface, and value network.
e. customer interface, core strategy, strategic resources, and customer benefits.
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