Why Must Marketers Recognize the Significance of the Consumer's Postpurchase

question 34

Multiple Choice

Why must marketers recognize the significance of the consumer's postpurchase evaluation stage?

• A)Cognitive dissonance may cause customers to never again purchase the product that was the source of the psychological tension.
• B)Dissatisfied customers are unlikely to repurchase the marketer's product.
• C)Consumers often seek out information to confirm the wisdom of their choice.
• D)Dissatisfied customers are likely to be a source of negative word-of-mouth information.
• E)All of the above are reasons why marketers must recognize the significance of the consumer's post-purchase evaluation stage.

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Definitions:

Working Capital

A measure of a firm's short-term financial health and its ability to cover its short-term obligations with its short-term assets.

Discount Factor

A multiplier used to discount future cash flows back to their present value, reflecting the time value of money.

Internal Rate of Return

A financial metric used to estimate the profitability of potential investments, calculated as the rate at which the net present value of costs equals the net present value of benefits.

Discount Factor

A multiplier used to determine the present value of a future cash flow, reflecting the time value of money.