DARRAT MBA 706 EXAM 1 MARKETING
CHAPTERS 1 2 5 7 2026 AND 2027 FULL SET OF
QUESTIONS WITH ACCURATE CORRECT
ANSWERS.
◎ If customers' experiences. ANSWER:- Surpass our expectations they are delighted
Meet their expectations. They are satisfied.
Fall short of their expectations they are dissatisfied
◎ low-involvement purchases. ANSWER:- Evaluation is instantaneous
Expectations are usually latent (cereal)
◎ Higher-involvement purchases. ANSWER:- evaluation is deliberative and conscious
(car)
◎ search goods. ANSWER:- Evaluate obvious qualities; straightforward
◎ experiential purchases. ANSWER:- •Evaluate after trial/consumption
•Expectations might not be fully formed
•The experience shapes evaluation and expectations
◎ Credence purchases. ANSWER:- Don't have expertise to evaluate
Evaluate what one can (price, looks, etc.)
◎ Expectation and experiences. ANSWER:- Both the core(hygiene factors) and
peripheral (motivating factors )components of a product contribute to satisfaction
If the core is good, it doesn't enhance satisfaction much because it is expected to be
good
If the core is bad, it can affect dissatisfaction
Peripheral services can affect both
◎ Mapping experience through flowcharts. ANSWER:- Marketers create flowchart that
map all of the interactions between the customer and company
Flow charts are used to generate quality measures at each stage, identify points of
repeated problems, suggest system redesigns.
◎ Types of Expectations. ANSWER:- -ideal levels of quality
-predicted levels of quality
, -adequate levels of quality
-zone of tolerance exists between the adequate and predicted levels of quality
◎ Value. ANSWER:- The trade-off of the quality of the purchase received compared to
the price paid and other cost incurred
◎ Expectations are dynamic. ANSWER:- - What pleased a customer last time may no
longer suffice
- Past performance is no guarantee for future success
◎ Expectation vary cross-culturally. ANSWER:- Individual culture satisfaction is heavily
influenced by quality of reliability and service provider responsiveness
And collective culture satisfaction is heavily influenced by the relational aspects of
Frontline employees
◎ Measurement. ANSWER:- Measuring quality with precision is difficult-however if you
can't measure it, you can't manage it
Customer perceptions can be measured with surveys
* compare results to previous or competitive benchmarks
* surveys that measure multiple facets of customers thoughts and more actionable
◎ Customer relationship marketing. ANSWER:- using marketing activities to establish
successful customer relationships so that existing customer loyalty can be maintained
◎ CRM programs. ANSWER:- activities that focus on identifying and building loyalty
with a retailer's most valued customers
Take planning and money - require ongoing customer monitoring
◎ customer database information. ANSWER:- Contact information
Demographics
Lifestyle and psychographic data
Internet info
Transaction data (RFM, etc.)
Rate of response to marketing offers
Complaints
◎ Customer Lifetime Value (CLV). ANSWER:- approximate worth of a customer to a
company in economic terms; overall profitability of an individual
consumer(money,time,financial input)
◎ Money input. ANSWER:- Estimates of customer acquisition cost
Estimates of customer retention cost
CHAPTERS 1 2 5 7 2026 AND 2027 FULL SET OF
QUESTIONS WITH ACCURATE CORRECT
ANSWERS.
◎ If customers' experiences. ANSWER:- Surpass our expectations they are delighted
Meet their expectations. They are satisfied.
Fall short of their expectations they are dissatisfied
◎ low-involvement purchases. ANSWER:- Evaluation is instantaneous
Expectations are usually latent (cereal)
◎ Higher-involvement purchases. ANSWER:- evaluation is deliberative and conscious
(car)
◎ search goods. ANSWER:- Evaluate obvious qualities; straightforward
◎ experiential purchases. ANSWER:- •Evaluate after trial/consumption
•Expectations might not be fully formed
•The experience shapes evaluation and expectations
◎ Credence purchases. ANSWER:- Don't have expertise to evaluate
Evaluate what one can (price, looks, etc.)
◎ Expectation and experiences. ANSWER:- Both the core(hygiene factors) and
peripheral (motivating factors )components of a product contribute to satisfaction
If the core is good, it doesn't enhance satisfaction much because it is expected to be
good
If the core is bad, it can affect dissatisfaction
Peripheral services can affect both
◎ Mapping experience through flowcharts. ANSWER:- Marketers create flowchart that
map all of the interactions between the customer and company
Flow charts are used to generate quality measures at each stage, identify points of
repeated problems, suggest system redesigns.
◎ Types of Expectations. ANSWER:- -ideal levels of quality
-predicted levels of quality
, -adequate levels of quality
-zone of tolerance exists between the adequate and predicted levels of quality
◎ Value. ANSWER:- The trade-off of the quality of the purchase received compared to
the price paid and other cost incurred
◎ Expectations are dynamic. ANSWER:- - What pleased a customer last time may no
longer suffice
- Past performance is no guarantee for future success
◎ Expectation vary cross-culturally. ANSWER:- Individual culture satisfaction is heavily
influenced by quality of reliability and service provider responsiveness
And collective culture satisfaction is heavily influenced by the relational aspects of
Frontline employees
◎ Measurement. ANSWER:- Measuring quality with precision is difficult-however if you
can't measure it, you can't manage it
Customer perceptions can be measured with surveys
* compare results to previous or competitive benchmarks
* surveys that measure multiple facets of customers thoughts and more actionable
◎ Customer relationship marketing. ANSWER:- using marketing activities to establish
successful customer relationships so that existing customer loyalty can be maintained
◎ CRM programs. ANSWER:- activities that focus on identifying and building loyalty
with a retailer's most valued customers
Take planning and money - require ongoing customer monitoring
◎ customer database information. ANSWER:- Contact information
Demographics
Lifestyle and psychographic data
Internet info
Transaction data (RFM, etc.)
Rate of response to marketing offers
Complaints
◎ Customer Lifetime Value (CLV). ANSWER:- approximate worth of a customer to a
company in economic terms; overall profitability of an individual
consumer(money,time,financial input)
◎ Money input. ANSWER:- Estimates of customer acquisition cost
Estimates of customer retention cost
