Marketing 1 - Chapter 1-3 revision

If Customer A’s expectation of a service is greater than the performance of the service, what would Customer A be experiencing? (chapter 1)

• Satisfaction

• Negative confirmation

• Positive confirmation

• Confirmation

How many parties must be involved in an exchange? (chapter 1)

• One

• Three

• Two

• Four

There are six marketing management philosophies. Which philosophy can also be described as the marketing philosophy? (chapter 1)

• Product orientation

• Sales orientation

• Relationship orientation

• Consumer orientation

What are the four basic tasks of management? (chapter 1)

• Planning, coordinating, leading and control

• Leading, measuring, adapting and coordinating

• Leading, measuring, scrutinising and coordinating

• Planning, organising, leading and control

What is one of the requirements for measuring customer satisfaction? (chapter 1)

• It must be an average of customers satisfaction.

• It must be a permanent, ongoing process.

• It must occur once off.

• It must be short, limited process.

Which step in a marketing plan or framework generally comes first? (chapter 1)

• Target market

• Objectives

• Marketing mix

• Evaluation

The standard marketing mix consists of 4 Ps. What are the 3 additional Ps? (chapter 1)

• People, process and physical evidence

• Procedure, plan and physical evidence

• Procedure, plan and promotion

• People, promotion and physical evidence

Consider the disconfirmation paradigm. If the service performance of a company is greater than the expectations of the customer, what does it mean? (chapter 1)

• The company is performing above average to its competitors.

• The customer is dissatisfied.

• The customer is satisfied.

• The company is performing below average to its competitors.

What is the main principle of the Hertzberg’s two-factor model of customer satisfaction? (chapter 1)

• Customer satisfaction is caused by an increase in production capacity.

• Satisfaction and dissatisfaction can be caused by the same factors.

• Customer satisfaction is caused by fluctuation of supply.

• The same factors that influence satisfaction do not necessarily affect dissatisfaction.

Hertzberg’s two-factor model of customer satisfaction describes _________ as contributors to dissatisfaction and _________ as contributors to satisfaction. (chapter 1)

• hygiene factors, satisfiers

• dissatisfiers, satisfiers

• satisfiers, hygiene factors

• satisfiers, dissatisfiers