Multiple Choice Questions
For some marketers, the job appears to be finished once the sale is made. For consumers, the purchase is only the mid-stage of the consumption experience. The post-purchase behaviour of consumers determines (ultimately) whether they will buy again, whether they will come back and complain or (in the worst case) whether they will tell their friends, family and even consumer protection organisations about their bad experience with the product and/or service. In the ‘Gardens of Technology’, we invite you to stop and smell the technological roses! Here you will see sites of technological wonder at various stages of development and growth. As innovation in the business world accelerates exponentially, so we see new, disruptive technologies and trends that are emerging and which are fundamentally changing how, not only businesses and the global economy operates, but how consumers interact with it too. And in doing so, hopefully we’ll be better placed to adapt, thrive and innovate, resulting in an awareness of evolutionary technologies and trends which provide us with opportunities or indeed threats.
1. Which of the following statements is TRUE?
- Quality is the standard of something as measured against other things of a similar kind; the degree of excellence of something.
- Quality is defined by the organisation.
- Quality only refers to the technical aspects of a product.
2. Post-purchase evaluation describes ______.
- how people write a review for a review website
- how people act following on from their evaluation of the consequences of their purchases
- the act of repeat buying behaviour
3. Social media complaints are ______.
- fake news on Facebook
- consumer ‘rants’ on a Twitter thread
- the use of any social media platform with which to highlight a complaint about a product or service failure
4. What is the current thinking about ‘customer complaints’ as outlined by Stevens et al. (2018)?
- Marketers should actively encourage and manage online customer complaints.
- Marketers should delete online customer complaints so that the wider public cannot see them.
- Marketers should always defend their company’s viewpoints online.
5. Cognitive dissonance is described as ______.
- a disagreement between the company and the customer
- confusion about what the customer wants
- the tension caused by holding two conflicting pieces of information at once
6. A field of computer science that uses statistical techniques to give computer systems the ability to ‘learn’ with data, without being explicitly programmed, is called ______.
- computational algorithms
- machine learning
- machine pedagogy
7. Geo-pricing enables ______.
- companies to control different prices for different countries
- retail companies to change their prices in accordance with changes in their local economy
- e-commerce businesses to personalise prices and promotions based on a customer’s location
8. Cyber security can be defined as ______.
- the CCTV systems installed to protect the locations of internet service providers
- a business simulation computer game called Prison Tycoon that puts the user in charge of a prison
- the protection of computer systems from theft of or damage to their hardware, software or electronic data, as well as from disruption or misdirection of the services they provide
9. Big Data is ______.
- all the information that is contained within the servers of Google
- extremely large data sets that may be analysed computationally to reveal patterns, trends, and associations, especially relating to human behaviour and interactions
- reports written in an extremely large font size for the visually impaired.
10. The term UAV stands for ______.
- unidentified aerial vehicle
- unidentified assault vehicle
- unmanned aerial vehicle
