SI CHEN EXAM 6 MBA 706 TESTED
QUESTIONS AND COMPLETE SOLUTIONS
◉ 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
QUESTIONS AND COMPLETE SOLUTIONS
◉ 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
