MKG310 Exam 3 Borna

Style, taste, prestige, feelings generated, and brand image are examples of which type of evaluative criteria?

intangible

lexicographic decision rules

Ranking of attributes in orderof importance (maximum performance for each attributes)

elimination by aspect rule

Ranking of important productattributes and establishinga cutoff point (satisfactoryperformance for each attribute)

research items

High information big-ticket planned purchase "touch" is not important. (leisure travel, computer hardware)

rational choice theory

An attempt to identify or discover the one optimal choice for the decisionconfronting the decision maker.

affective choices

Choice is made mainly on how onefeels about an item such as a dress.Decision is very likely heuristic (experiential,empirical) rule of thumb, educated guess, common sense likely whenthe underlying motive is consumatoryrather than instrumental

Which of the following statements is FALSE regarding Internet retailing?

Research has shown that consumers shop online for reasons different to those for shopping from catalogs.

sensory discrimination

The ability of an individual to distinguish between similar stimuli

compensatory decision rules

The strength of one attributecompensates the weakness ofanother attribute

instrumental motives

activate behavior to achieve a second goal.

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

Kim was participating in a group discussion centered on the participants' problems encountered while taking care of their hair. Which approach to problem identification is this?

activity analysis

Ben is interested in golf, so he visits several golf-related websites, such as the USGA and the PGA. Unbeknownst to him, his surfing behavior is being tracked, and it's no accident that he receives several banner ads for golf products and destinations. This is called _____.

behavioral targeting

The famous Pepsi challenge had consumers taste two brands of cola without letting them know the brand name of either. Which type of test is this?

blind tests

Purchase of which product typically represents low social risk and low economic risk for consumers?

socks

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

Joyce will only drink Pepsi, and she feels an emotional attachment to it. That is the brand she was brought up on and is the one she continues to drink every day. Joyce is exhibiting _____.

brand loyalty

incidental learning

browsing in stores or watching tv leads to increases in long term memory and is used at a later time

The term used to refer to turnover in a firm's customer base is _____.

churn

Pam and her friends ate at a new Italian restaurant, and the food, service, and ambiance exceeded their expectations. They all decided that this was the only Italian restaurant they will ever go to again in their town. This is an illustration of _____.

commitment

attribute based choices

comparing product on each attribute and raking the products base on individual's impression of each product attributes

In which type of indirect measurement approach to measuring the relative importance of consumers' evaluative criteria are consumers presented with several descriptions of alternatives and asked to rank all of them in terms of his or her preference for those combinations of features?

conjoint analysis

Pamela likes to sew because it relaxes her. To her, it's like therapy. For Pamela, sewing represents which type of motive?

consummatory motive

Eric booked a hotel through hotels.com. However, when he arrived at the hotel, they had no record of his reservation, and he was unable to get a room. He decided then that he would never use this service again. Which reason for changing providers does this represent?

core service failure

Which of the following is a key element of relationship marketing?

customizing the relationship to the individual customer pricing in a manner to encourage loyalty augmenting the core service or product with extra benefits marketing well to employees so they will perform well for customers

Which of the following does NOT influence the evaluation of alternatives on each criterion?

decision rules applied

consumer information search

deliberate attempt to gain knowledge about a product, store or purchase

evaluative criteria

desired characteristics in a product/service

Chaz was asked by a market researcher which criteria he uses when purchasing beer. He told the researcher that taste and price are important to him. Which method did the researcher use to obtain this information from Chaz?

direct

Which decision rule establishes a minimum level of performance for each important attribute (often a fairly high level), and all brands that meet or exceed the performance level for any key attribute are considered acceptable?

disjunctive

Exploding demand and short product life-spans for high-tech gadgets such as cell phones, personal computers, and various other personal electronic devices is creating growing concerns over _____.

e-waste

How has the Internet changed consumers' ability to search for information?

easy access to manufacturer websites, easy access to other consumers, easy access to government agencies, expands ability of marketers to provide info to consumers

direct search

helps make a particular purchase decision

What are the two dimensions to performance for products?

instrumental and symbolic

consummatory

intrinsicallyrewarding to the individual

Which of the following is true regarding the Net Promoter Score (NPS)?

it asks WOM questions

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 information source is NOT actively acquired by consumers?

low involvement learning

_____ refers to the fact that repeat and particularly committed customers tend to buy the brand consistently rather than waiting for a sale or continually negotiating price.

price premium

What is the first stage of the consumer decision process?

problem recognition

Why must manufacturers design products with both the primary purpose and other potential uses in mind?

stringent product liability laws

Monique is buying a new coat for the winter. While she is concerned with how well the coat will keep her warm, she is also concerned with how stylish it will make her look. Her concern for stylishness represents which dimension of product performance?

symbolic

internet use and age

use decreases with age

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

When evaluating potential alternatives, consumers tend touse two types of information:

1. A list of brands from which they plan to make their selection (evoked set) 2. The criteria they will use to evaluate each brand

consumer decision process

1. Need Recognition 2. Information Search 3. Alternative Evaluation 4. Purchase 5. Post Purchase Evaluation

determinants of internal search

1. existing knowledge 2. ability to retrieve stored knowledge

consumption can occur in:

1. home 2. business organizations 3. public places

problem recognition occurs due to:

1. internal stimuli 2. external stimuli

how to identify consumer problem

1. intuition 2. survey 3. focus group 4. human factor research

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 ____. nominal decision making

actual state

evaluative criteriia

are desired outcomes from choice typically expressed in the form ofpreferred product's attributes.They are standards and specifications.

Which type of consumer choice process requires the knowledge of specific attributes at the time the choice is made, and it involves attribute-by-attribute comparisons across brands?

attribute based choice

Karl and his wife are considering putting a built-in pool in their backyard. They were discussing who they could get to do it for them, and they realized they knew of five pool contractors in their city. These five pool contractors that they thought of as potential contractors for them represent their _____.

awareness set

Which of the following is a decision rule used by consumers?

conjunctive, disjunctive, lexicographic, compensatory

Freddy is purchasing a new car, and he has decided that gas mileage, price, reliability, and styling are important to him. These attributes represent Freddy's _____.

evaluative criteria

Nancy usually considers price and quality when she has to make a major purchase, such as an appliance or an automobile. These two features represent Nancy's

evaluative criteria

The brands or products one will evaluate for the solution of a particular consumer problem are called the _____.

evoked set

activity analysis

examines problems encountered in a particular consumption activity such as lawn maintenance or banking

Which of the following is true regarding the Internet as a source of information?

expected, boosts offline sales, viewed as valuable, reduces a salesperson's role

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

With the information provided by perceptual mapping the marketer can determine all of the following EXCEPT _____.

how consumers will trade one evaluative criteria for another

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

A consumer's decision of whether or not to take action when he or she is dissatisfied is a function of which of the following?

importance to the consumer ease of taking action characteristics of consumer involved existing level of satisfaction with the brand

Jon needed to purchase new tires for his SUV. He consulted Consumer Reports to see how the various brands were rated. Jon consulted which type of information source?

independent sources

Elaine is considering the purchase of a computer and is aware that Toshiba and HP are brands in this product category. However, she is basically indifferent toward them. These two brands represent Elaine's _____.

inert set

Which of the following are types of reference prices?

internal and external

Once a problem is recognized, relevant information from long-term memory is used to determine if a satisfactory solution is known, what the characteristics of potential solutions are, what are appropriate ways to compare solutions, and so forth. This is referred to as _____.

internal search

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

Which online shopping segment found by Experian is older, middle income, and only looking for functional necessity?

just the essentials

When a consumer notices a new product in a store because of the point-of-purchase display, reads about the attributes of the product and recalls an unresolved problem that this product will solve, and then purchases the product, _____ has occurred.

limited decision making

internet use and gender

male and female are comparable

Sales personnel, websites, and advertising represent which type of information source?

marketing sources

Karen is going to the mall to purchase new shoes. Based on her prior experience with Nine West and her positive attitude toward them, she plans on looking at the Nine West store first. Her decision to visit the Nine West store is based on which source of information?

memory

replenishment goods

moderate cost, high-frequency purchase (vitamins, beauty aids, and gourmet foods)

Which of the following is true regarding Internet shopping?

most future growth will come from existing users annual growth of internet users is low

search

motivated activation of knowledge stored in memory or acquisition of information from the environment concerning potential need satisfiers

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

nominal decision making

An outlet or brand whose performance confirms a low-performance expectation generally will result in _____.

non satisfaction

Tasha loves to shop at Macy's. She can scan Jessica Simpson bar codes with her Blackberry app and check prices and availability in Macy's and other stores at the same time. To which shopping segment does Tasha belong?

omni channel

Deliberate external search that occurs in the absence of problem recognition and is done both to acquire information for possible later use and because the process itself is pleasurable is known as _____.

ongoing search

problem analysis

opposite approach of activity starts with a list of problems and asks respondents to indicate which activities/products are related

Carla continued to search for information on cars even after she purchased one. She would go over her decision in her head, and pay attention to ads that featured the car she bought. She was also noticing how many other people drove her model of car, which made her feel more confident that she made a wise decision. Carla is attempting to reduce _____.

post purchase dissonance

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

product analysis

Feature and quality variations across brands are referred to as _____.

product differentiation

The "Merchandise" dimension of store image includes _____.

quality, selection, price, style

Which of the following is NOT a type of consumer choice process?

rational choice

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

reacting to problem recognition

Omni-channel shoppers

rely on mobile shopping apps, part of both Gen X and Gen Y

What was the MAIN reason consumers gave in a survey for why they don't like shopping in stores?

salespeople are poorly informed

Which of the following shelf-based point-of-purchase materials provide the maximum lift in sales?

shelf talker, dangler, etc inflatable (mobile)

A $10 savings on a $200 item should _____.

show the dollar savings but not the percentage savings

problem recognition

significant discrepancy between desired and actual state

product analysis

similar to activity analysis but examines the purchase or use of a particular product or brand

The purchase of products involves the risk that they may not perform as expected, causing which of the following to be high?

social, effort, physical, time costs

Kim did much of her Christmas shopping on the Internet last year. She enjoys buying online and does so frequently. She also likes going to the mall so she can see and try on the latest fashions. Kim represents which online shopper segment?

status strivers

Brands owned and sold by a specific retail outlet are known as _____.

store brands

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

suppressing problem recognition

A metagoal refers to _____.

the general nature of the outcome being sought

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

Procter & Gamble is the manufacturer of Pampers diapers. At one time, the price of a typical package of diapers was relatively high (i.e., over $12 a package). Due to the threat of store brands stealing market share because of their lower price, P&G decided to lower the price for Pampers. While most consumers noticed the price reduction because P&G promoted that fact, what most of them did not notice was that the number of diapers per package also decreased. However, the reduction was only one or two diapers per package. Which of the following best explains why consumers did not notice the reduction in the quantity?

the reduction in quantity did not reach a just noticeable difference

Which of the following affects how important various criteria are for consumers?

usage situation, competitive context, advertising effects

internet use and education

use increases with education

internet use and income

use increases with income

Customer relationship management (CRM) programs are _____.

used to increase satisfaction, commitment and retention of key customers

credence good

utility impact is difficult for customer to ascertain

Which of the following is NOT a key decision for retailers considering price advertising?

what is the cost of the item compared to the total media cost?

internet use and race

white usage > black/hispanic usage