Chapter 15 - part 3

Question 1

OUTPUT

What are the two elements of output?

Answer 1

1. Purchase behaviour

2. post- purchase evaluation

Question 2

what three types of purchases do consumers make?

Answer 2

1. trial purchases - bought for first time in smaller quantity
2. repeat purchases - bought again due to being satisfactory
3. long- term commitment purchases - When products not possible to trial, large electrical appliances

Question 3

what are the 3 possible outcomes of post purchase evaluations?

Answer 3

1. actual performance matches expectations - neutral
2. performance exceeds expectations - positive disconfirmation of expectations
3. performance is below expectations - negative disconfirmation of expectations

Question 4

Why do consumers sometimes decide to do nothing?

Answer 4

• Depends on the type of product/service & culture
– High-contact, customized personal service
– Moderate-contact, semi-customized service
– Moderate-contact, standardized non-personal service
• Information overload

Question 5

What are the five different types of gifting?

Answer 5

1. inter-group gifting
2. inter-category gifting
3. intra-group gifting
4. interpersonal gifting
5. intrapersonal gifting

Question 6

Define relationship marketing

Answer 6

Marketing aimed at creating strong, lasting relationships with a core group of customers by making them feel good about the company and by giving them some kind of personal connection with the business.