Scenario 7.1
Use the following to answer the questions.
Consumers use information from many sources when making purchasing decisions, including information from friends and family members. One of the most dissatisfying consumer experiences is with auto repair. Aware of this, Kate has asked several of her friends and family members where they have their cars repaired, since she has experienced a problem starting her car when the weather is cold. Kate has heard that Skola's Auto Repair has reasonable prices, but it can be difficult to get an appointment. Steve, one of Kate's friends, had a very poor experience with Skola's. However, once he complained to them, they fixed the situation and now he prefers their auto repair shop over others.
Refer to Scenario 7.1. The change in Steve's behavior toward Skola's Auto Repair, caused by the company's response to his complaint, is a function of
A) perception.
B) motivation.
C) attitudes.
D) learning.
E) influence.
Question 2A kitchen appliance manufacturer devises a program to encourage members of the trade to purchase its brand. It offers salespeople an extra 75 for selling one of its refrigerators, 50 for selling one of its ovens, and 40 for selling one of its dishwashers. What specific promotional concept for the trade channel does this involve?
a. push money
b. merchandise allowance
c. slotting fee
d. frequency program
Question 3Lynn Taylor sells Revlon cosmetics on consignment to grocery stores, maintains the display racks, and restocks when necessary. Lynn's job is best described as a
A) rack jobber.
B) drop shipper.
C) general merchandise wholesaler.
D) cash-and-carry wholesaler.
E) truck jobber.
Question 4Scenario 7.1
Use the following to answer the questions.
Consumers use information from many sources when making purchasing decisions, including information from friends and family members. One of the most dissatisfying consumer experiences is with auto repair. Aware of this, Kate has asked several of her friends and family members where they have their cars repaired, since she has experienced a problem starting her car when the weather is cold. Kate has heard that Skola's Auto Repair has reasonable prices, but it can be difficult to get an appointment. Steve, one of Kate's friends, had a very poor experience with Skola's. However, once he complained to them, they fixed the situation and now he prefers their auto repair shop over others.
Refer to Scenario 7.1. A dissatisfied Skola's Auto Repair customer told a friend about his experience. The friend has been a long-time Skola's customer and the next day, didn't remember what he told her. This is an example of
A) perceptive perception.
B) selective exposure.
C) selective distortion.
D) receptive exposure.
E) selective retention.
Question 5You work for a well-known company that manufactures mattresses. To move your product during the Presidents' Day sales events held nationwide, you offer 200 to any retail salesperson who can sell ten mattresses throughout the second weekend of February. You also offer a case of sports drinks for each mattress sold. These are examples of trade-market sales promotion techniques in the form of
a. sweepstakes.
b. incentives.
c. allowances.
d. slotting fees.
Question 6Scenario 7.1
Use the following to answer the questions.
Consumers use information from many sources when making purchasing decisions, including information from friends and family members. One of the most dissatisfying consumer experiences is with auto repair. Aware of this, Kate has asked several of her friends and family members where they have their cars repaired, since she has experienced a problem starting her car when the weather is cold. Kate has heard that Skola's Auto Repair has reasonable prices, but it can be difficult to get an appointment. Steve, one of Kate's friends, had a very poor experience with Skola's. However, once he complained to them, they fixed the situation and now he prefers their auto repair shop over others.
Refer to Scenario 7.1. The type of decision making that Kate is using to select an auto repair shop would be
A) intensive decision making.
B) extended decision making.
C) routinized response behavior.
D) selective decision making.
E) limited decision making.
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