MKG 310: CH. 14

Which of the following statements is true regarding active and inactive consumer problems?

Active problems require the marketer only to convince consumers that its brand is the superior solution.

Brad was out of soft drinks in his dorm room, so he went to the store and purchased Coke. This is the brand he always buys, and he would not even consider purchasing another brand. Which type of nominal decision does this illustrate?

brand loyal decision

Which condition is appropriate to attempt to influence generic problem recognition?

-It is early in the product life cycle. -The firm has a high percentage of the market. -External search after problem recognition is apt to be limited. -It is an industry-wide cooperative effort.

Which type of decision making involves an extensive internal and external information search followed by a complex evaluation of multiple alternatives and significant postpurchase evaluation?

extended decision making

The manager of a bank branch is concerned about the number of mistakes the tellers were making, so he started manipulating different aspects of the environment in the bank to see what effect each has on the tellers' performance. He examined factors such as the lighting, temperature, and the volume of the music playing in the bank. Which approach to problem recognition is this manager using?

human factors research

Rudy is a product category manager for a major consumer packaged goods manufacturer. Part of his job requires that he analyze a given product category and logically determine where improvements could be made. Rudy has determined several consumer problems this way. Which of the following best describes how Rudy uncovers consumer problems?

intuition

Blake doesn't much care about cars but is engaging in a substantial amount of information search about cars since he is about to buy a new car. In terms of involvement, Blake is _____.

low in product involvement; high in purchase involvement

Which type of decision making process in effect involves no decision per se?

nominal decision making

Which of the following is a type of consumer decision making discussed in your text?

nominal decision making limited decision making extended decision making

Which approach to problem recognition examines the purchase or use of a particular product or brand?

product analysis

A firm that introduces a new line of non-fat snack food due to increasing consumer concern with health is _____.

reacting to problem recognition

All EXCEPT which of the following nonmarketing factors affect a consumer's actual state?

reference group

Which problem recognition involves a discrepancy that only one brand can solve?

selective problem recognition

Effective quality control and distribution and package inserts that assure the consumer of the wisdom of their purchase are attempts at _____.

suppressing problem recognition

The level of one's desire to resolve a particular problem depends on which factors?

the magnitude of the discrepancy between the desired and actual states and the relative importance of the problem