Which of the following scenarios best illustrates reinforcement in purchasing decisions?
a. A chef purchases mushrooms for a second time from a wholesaler, even though the first order was disappointing.
b. An appliance distributor replaces a dishwasher free of charge and provides excellent after-sales service.
c. A needle on the gas gauge signals a driver to pull into a gas station.
d. The smell of hot dogs at a ballpark induces an obese man to order "a dog with everything on it."
Answer is B
In a marketing context, the immediate or expected change in consumer behavior that results from experience is called a _____.
a. drive
b. script
c. perception
d. learning
Answer is D
The process of applying a series of rewards and reinforcements to permit more complex consumer behavior to evolve is known as ____.
a. scaling
b. screening
c. shaping
d. shadowing
Answer is C
At specific mileage intervals, Capitol sends certificates to owners of their automobiles offering discounts on repair services through the dealerships. Each repair visit is overseen by a trained service representative and the completed repairs are followed up to ensure customer satisfaction. The attention given by the dealership is called _____.
a. scaling
b. screening
c. shaping
d. shadowing
Answer is C
A company that manufactures frozen food items is employing the shaping process to get consumers to try its products. The free samples offered by the company along with discount coupons have been received well by the consumers. The next step in the shaping process is to:
a. motivate the customers to make repeat purchases at moderate costs.
b. entice the customers to buy the product at low prices with little financial risk.
c. sell the product at moderate costs with no additional discount coupons.
d. sell the product at its true price to the customers.
Answer is B