MKG310 Ch. 14
A(n) ____________ is the way an individual wants to feel or be at the present time.
Desired state
Candice is on a diet and wants to lose 10 pounds. She wants to be thin right now, which represents her _____________.
Desired state
What are the types of consumer problems?
Active and inactive
Which of the following statements is true regarding active and inactive consumer problems?
Active problems required the marketer to only to convince consumers that its brand is the superior solution
Kim was participating in a focus group in which the discussion centered around the participant's problems encountered while taking care of their hair. Which approach to problem identification is this?
Activity analysis
Which approach to problem identification focuses on a particular activity such as lawn maintenance?
Activity analysis
A(n) ________________ is the way an individual perceives his or her feelings and situation to be at the present time.
Actual state
Bessie is at the grocery store and is trying to remember some of the things she needs to buy. She is in the cleaning products aisle looking at the floor cleaning products. She's pretty sure she has another bottle left at home, so she doesn't purchase another. Bessie's perception of her current situation regarding this product reflects her ______________.
Actual state
Which condition is appropriate to attempt to influence generic problem recognition?
All of the above
Which of the following is a concern marketing managers have related to problem recognition?
All of the above
Which of the following is a nonmarketing factor affecting problem recognition?
All of the above
Which of the following is an approach to problem identification?
All of the above
Emma noticed that she was almost out of gas, so she pulled into the nearest gas station and filled up her tank. Emma's decision on which gas to purchase is characterized by ___________.
A low level of purchase involvement
Which of the following is a type of consumer decision making discussed in your text?
A, b, and c
A firm that introduces a new line of non-fat snack food due to increasing consumer concern with health is ______________.
Activating problem recognition
Many elderly consumers have problems with arthritis. This painful condition makes it almost impossible for them to open jars or medicine containers because the joints in their fingers are so stiff. Which type of consumer problem is this?
Active
Which type of consumer problem is one the consumer is aware of or will become aware of in the normal course of events?
Active
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 type of nominal decision is characterized by a fairly high degree of product involvement but a low degree of purchase involvement?
Brand loyal decision
Nominal decision can be broken into which two distinct categories?
Brand loyal decisions and repeat purchase decisions
Quaker introduced its "Quaker Oats to go" bar and marketed it as a healthy and convenient breakfast choice. Quaker's marketing messaged is designed to help the consumer to ___________.
C and D
Which of the following is NOT a type of consumer decision making discussed in your text?
Complex decision making
Which of the following statements if FALSE regarding consumer decisions and the consumer decision process?
Consumer decisions are rational and functional; otherwise they do not involve decisions per se
What has research revealed regarding consumers' variety-seeking behavior?
Consumers are more likely to become bored on sensory attributes such as taste
Which nonmarketing factor affects a consumer's desired state?
Culture/subculture
One retailer asked a group of consumers the types of emotions they experience in both positive and negative retail situations. The purpose of this research was to uncover consumer reactions to various situations so that clerks could be trained to respond appropriately. Which approach to problem recognition is this?
Emotion research
Which approach to problem recognition examines emotions associated with certain problems?
Emotion research
The Smith's oldest daughter, Olivia, is a senior in high school. She has all "A's" and scored a 34 on the ACT. She is president of the debate team and the national honor society as a well as a member of the cheerleading squad. Olivia wants to attend medical school, so both she and her parents are very concerned about which undergraduate school she attends. They have spent countless hours on the Internet examining universities, and they have already visited five campuses. For Olivia and her parents, which type of decision making does this represent?
Extended decision making
Very high levels of purchase involvement tend to produce _________________.
Extended decision making
Which type of consumer decision making involves the evaluation of many attributes and alternatives and employs complex decision rules?
Extended decision making
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
Mickey and his three roommates were asked to participate in a research study. They arrived and were seated in a room with about 8 other guys their age. Then the researcher started asking them questions about their sporting activities, but he let them talk pretty freely. Mickey and the others participated in which type of research technique?
Focus group
Which type of research technique gathers 8 to 12 similar individuals (e.g., working mothers) brought together to discuss a particular topic?
Focus group
Campbell's soup used several advertising campaigns that stressed the benefits of soup in general. For example, one tagline used was "Soup is good food", and another was "Never underestimate the power of soup." Which type of problem of recognition was Campbell's attempting to stimulate?
Generic problem recognition
Which problem recognition involves a discrepancy that variety of brands within a product category can reduce?
Generic problem recognition
Two basic approaches to causing problem recognition are _______________.
Generic problem recognition and selective problem recognition
Nominal decision making is sometimes referred to as _____________.
Habitual decision making
Relative importance of a problem is determined by which of the following?
How critical the problem is to the maintenance of the consumer's desired lifestyle
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
Which approach to problem recognition attempts to determine human capabilities in areas such as vision, strength, response, time, flexibility, and fatigue and the effect on these capabilities of lighting, temperature, and sound?
Human factors research
The Martin's home has potentially unsafe levels of radon, but they have no idea because it is odorless and they have not been feeling any ill effects from it. In fact, several homes have this problem and the owners are not aware of it, and they may never become aware of it unless testing is done. What type of consumer problem is this?
Inactive
Which type of consumer problem is one on which the consumer is not aware?
Inactive
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
What is the most common approach to discovering consumer problems?
Intuition
Marla is bored with her cell phone. She wants to purchase a new one that has cool ring tones and can take a picture. She's not going to conduct a big search for a new phone as she's just going to consider a few others. Which type of decision making is this?
Limited decision making
Which type of consumer decision making includes the evaluation of only a few attributes, simple decision rules, and few alternatives?
Limited decision making
Which type of decision making covers the middle ground between nominal and extended decision making?
Limited decision making
Which type of decision making involves internal and external search, few alternatives, simple decision rules on a few attributes, and little postpurchase evaluation?
Limited decision making
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
The person present during a focus group discussion that keeps the discussion moving and focused on the topic is called a(n) ____________.
Moderator
Which type of consumer decision making includes only a limited internal information search and no external search for information?
Nominal decision making
Which type of consumer decision making includes only a limited internal information search and non external search for information?
Nominal decision making
Which type of consumer decision making only includes the stages of problem recognition, limited internal information search, purchase, and limited postpurchase behavior?
Nominal decision making
Which type of decision making process in effect involves no decision per se?
Nominal decision making
All EXCEPT which of the following nonmarketing factors affect consumes' desired state?
Normal depletion
Which of the following statements if FALSE regarding problem recognition?
Only when the desired state is greater than the actual state will a problem exist
A food manufacturer asked a group of working mothers to think about the problem of serving nutritious meals to their families given their time constraints and to indicate what activities, products, or brands are associated with or perhaps could eliminate those problems. This manufacturer is using which approach to problem recognition?
Problem analysis
Which approach to problem recognition starts with a problem and asks respondents to indicate which activities, products, or brands are associated with (or perhaps could eliminate) those problems?
Problem analysis
Tess noticed that she was almost out of shampoo. Which stage of the decision process will this observation activate?
Problem recognition
What is the first stage of the consumer decision process?
Problem recognition
________________ is the result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process?
Problem recognition
A manufacturer of a digital music player asked several consumers the problems associated with using these types of products. Several consumers said that they had trouble downloading music onto their computers and then onto their music players. Which approach to problem recognition is this marketer using?
Product analysis
Which approach to problem recognition examines the purchase or use of a particular product or grand?
Product analysis
Which of the following is a nonmarketing factor affecting consumers' actual state?
Product/brand performance
The level of concern for, or interest in, the purchase process triggered by the need to consider a particular purchase is known as ___________.
Purchase involvement
All EXCEPT which of the following nonmarketing factors affect a consumer's actual state?
Reference group
Rita is doing her family's grocery shopping and purchases ice cream. She's purchase Blue Bell ice cream before and purchases it again. She's not committed to this brand; it's just that she and her family like it. Which type of nominal decision is this?
Repeat purchase decision
Which type of nominal decision is characterized by a consumer believing that all brands within a given product category are about the same and not attaching much importance to the product category or purchase?
Repeat purchase decision
An advertisement for Topol toothpaste, which is targeted at smokers and coffee and wine drinkers, stresses how this is the only brand that can remove the stains associated with these consumption behaviors. Which type of problem recognition is this marketer attempting to stimulate?
Selective problem recognition
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
Which research technique asks relatively larger numbers of individuals about the problems they are facing?
Survey
A completely nominal decision does not even include consideration of __________.
The "do not purchase" alternative
Which of the following drives problem recognition?
The consumer's perception of the actual state
Which of the following is NOT an appropriate condition to attempt to influence generic problem recognition?
The firm has a small percentage of the market
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
James likes to eat a strawberry Pop-Tart for breakfast before school. After about two weeks of this, he starts to get bored with that and switches to waffles. James is displaying which type of behavior?
Variety-seeking
