Assume a customer planning to purchase a Wii U gaming console made this statement: Given the expense and all the hype about the new Wii U, it ought to be the best gaming console ever made. What type of expectation does this customer have about the Wii U?
A) an ideal expectation
B) a normative expectation
C) an experience-based expectation
D) a minimum tolerable expectation
E) a highly involved expectation
Question 2Customers often know the strengths and weaknesses of the product they use and can provide some insight into how improvements can be made. This fact can be made use of to expand _____ between both the buying and selling organizations.
A) critical encounter
B) service quality
C) service motivation
D) collaborative involvement
E) communication
Question 3Bob defected to another service provider due to a friendship that developed through a civic club. Bob is an example of a(n) _____ defector.
A) price
B) organizational
C) service
D) market
E) technological
Question 4In the purchase of a product, time, effort, risk, and opportunity costs are all examples of:
A) nonmonetary costs.
B) soft costs.
C) tangible costs.
D) experiential costs.
E) monetary costs.
Question 5Laila is very good at getting customers to purchase her company's products by telling them how the products are the best in the world. However, her customers are usually dissatisfied with the performance of the products even though they perform well and sometimes even slightly better than the competitor's products. In this scenario, which of the following is most likely the problem?
A) Laila is setting her customers' expectations too high.
B) Laila's customers are hard to satisfy.
C) Laila is not doing a good job of prospecting.
D) Laila's company makes inferior products.
E) Laila is setting her customers' expectations too low.
Question 6A cargo shipper switches from rail carrier to air transportation. This is an example of a _____ defector.
A) price
B) product
C) service
D) market
E) technological
Question 7There are two types of monetary costs involved in the purchase of any product: transactional costs and life-cycle costs. Which of the following best exemplifies a life-cycle cost in the purchase of an automobile?
A) the actual purchase price
B) state or local taxes
C) anticipated repair expenses
D) registration fees
E) title fees
Question 8Glenn is a salesperson for a beer and wine distributor. One of his customers stated that she is unhappy because her last order contained several broken bottles and was not delivered on time. Which of the following should Glenn do after expressing empathy and taking responsibility for the problem?
A) He should offer the customer a discount on their next order.
B) He should reimburse the customer for the broken bottles.
C) He should ask the customer what he or she would like him to do.
D) He should allow the customer to vent.
E) He should apologize and send more bottles to replace the broken bottles.
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