P 641 consumers that exhibit a positively biased

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64. (p. 641) Consumers that exhibit a positively biased behavior toward a specific brand are exhibiting _____. A. brand loyalty B. brand leverage C. brand image D. brand equity E. brand bias 18-5
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Chapter 18 - Postpurchase Processes, Customer Satisfaction, and Customer Commitment 65. (p. 641) Jason will only drink Pepsi cola, and he feels an emotional attachment to it. That is the brand he was brought up on and is the one he continues to drink every day. Jason is exhibiting _____. 66. (p. 641) Which type of customer has an emotional attachment to the brand or firm? 67. (p. 641) George has used the same company for his car and home insurance for over 20 years. Any claim he has made has been handled fairly and quickly. A major hurricane came through his area causing many individuals, including George, and business owners to lose everything. While he was hearing about so many insurance claim nightmares, he knew his company would come through because he trusts this company. George is an example of a _____. 68. (p. 642) Which of the following is FALSE regarding committed customers? A. They are unlikely to consider additional information when making a purchase. B. They are resistant to competitors' marketing efforts. C. They are less likely to forgive an occasional product or service failure. D. They are likely to be a source of positive word-of-mouth. E. They are more profitable to the firm than mere repeat purchasers. 69. (p. 642) The term used to refer to turnover in a firm's customer base is _____. 70. (p. 642) Expenses associated with advertising, establishing a new account, and mailing catalogs are examples of _____. 71. (p. 643) Which of the following is a source of increased customer profitability over time? 72. (p. 643) Which of the following is NOT a source of increased customer profitability over time? A. increased sales volume B. lower costs C. referrals D. increased churn E. price premium
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  • Spring '16
  • Marketing, d., c., E., Customer Commitment, Postpurchase Processes

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