Marketing Hierarchy of Effects

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What does customer satisfaction encompass?

The buying process, service, and employee treatment
Repeated exposure, experiences, and often repeat purchases (correct)
Only the product and its features
Only the environmental responsibility

What is the term used to describe the broadest measure of customer satisfaction?

Transactional satisfaction
Attribute satisfaction
General satisfaction (correct)
Relational satisfaction

What is the purpose of standardized satisfaction questionnaires and reports?

To compare satisfaction scores with those of competitors and industry (correct)
To measure employee satisfaction
To measure customer satisfaction for a specific product
To measure customer attitude towards a brand

What is the difference between customer attitude and customer satisfaction?

There is a slight difference between customer attitude and customer satisfaction (B) Signup and view all the answers

What is the term used to describe the measure of customer satisfaction towards a specific product or service?

Attribute satisfaction (A) Signup and view all the answers

What is the purpose of measuring customer satisfaction?

To gauge a company's performance with its customers (C) Signup and view all the answers

What is the final stage of the hierarchy of effects?

Loyalty to a brand (C) Signup and view all the answers

What is the purpose of the hierarchy of effects?

To measure customers' attitudes towards brands and products (C) Signup and view all the answers

What is aided awareness in brand measurement?

Asking customers to rank brands from a list (A) Signup and view all the answers

Why should unaided brand awareness questions be asked first in a survey?

To minimize the suggestion bias (A) Signup and view all the answers

What is the purpose of including an 'Other' option in aided brand measurement?

To allow participants to provide brands not considered as competition (C) Signup and view all the answers

How should unaided brand awareness questions be structured?

Open-ended to allow customers to provide written responses (A) Signup and view all the answers

What should you avoid when writing questions for customers to rate?

Using jargon (A) Signup and view all the answers

Why is it important to phrase questions positively?

To prevent mistakes when scoring (A) Signup and view all the answers

What is the benefit of pretesting your questions with a small sample of participants?

To identify inconsistent responses (C) Signup and view all the answers

What is the term for the places where potential customers interact with your company during the awareness and consideration phases?

Touchpoints (B) Signup and view all the answers

What is the awareness step in the customer journey?

When customers see your website or advertisement (C) Signup and view all the answers

Why is it important to clearly state what you want customers to rate?

To avoid confusion about the feature being referred to (C) Signup and view all the answers

What percentage of customers who initially purchased a Lenovo laptop went on to buy another Lenovo laptop?

68 (B) Signup and view all the answers

What can be inferred from the values on the diagonal in the repurchasing matrix?

The number of customers who remained loyal to the same brand (C) Signup and view all the answers

Why do the values in the matrix often not add up to 100%?

Because not all competitors are considered (C) Signup and view all the answers

How can a repurchasing matrix be used to gauge customer loyalty?

By asking customers about their intent to repurchase and refer friends (D) Signup and view all the answers

What is a key difference between the repurchase rates of Apple and Asus customers?

Apple customers are about twice as loyal as Asus customers (B) Signup and view all the answers

Why can building a repurchasing matrix take years?

Because actual repurchase rates can take years to collect (B) Signup and view all the answers

What is the purpose of using multiple regression analysis in the context of NPS?

To statistically determine the aspects having the biggest impact on NPS (D) Signup and view all the answers

What is the benefit of understanding the value of a promoter in terms of revenue?

To determine how much money and effort to spend to turn detractors and passives into promoters (B) Signup and view all the answers

What is the goal of companies in terms of obtaining promoters?

To obtain as many promoters as possible (A) Signup and view all the answers

What is the purpose of tying actual sales to survey responses?

To see how many promoters actually recommended someone and how many of those people became customers (B) Signup and view all the answers

What is the outcome of using multiple regression analysis and survey data?

An estimation of the value of a promoter (A) Signup and view all the answers

What is the outcome of understanding both the value of positive word of mouth and the cost of negative word of mouth?

An estimate of the net value of word of mouth (A) Signup and view all the answers