MKTG 371 - QUIZ 3 (Ch. 14, 15, 16)

_____ involves tracking consumer click patterns on a website and using that information to decide on banner ad placement.

Behavioral targeting

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. (all of the above)

_____ 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

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 desired features or characteristics required to meet a consumer's needs are his or her _____.

evaluative criteria

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

evoked set

Very high levels of purchase involvement tend to produce

extended decision making

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.

Which of the following statements is FALSE regarding consumer decisions and the consumer decision process?

Consumer decisions are rational and functional; otherwise they do not involve

Which of the following is an approach to problem identification?

activity and product analysis human factors research problem analysis emotion research (all of the above)

Which of the following is(are) a type of consumer choice process?

affective choice attitude-based choice attribute-based choice (all of the above)

Joseph is considering the purchase of a computer, and he is comparing brands on the basis of price, memory, speed, and reliability. He mentally ranks each alternative on these attributes and makes a selection based on these rankings. Joseph is using which type of choice process?

attribute-based choice

Duane is of average intelligence, and like most consumers, he cannot compare too many alternatives at one time. This limited capacity for processing information is known as _____.

bounded rationality

A new brand of peanut butter cookies includes Hershey's Kisses chocolates on top. Which of the following is this new brand using in an attempt to gain from the quality associated with Hershey's chocolate?

brand alliance

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

Which marketing strategies are appropriate for limited decision making?

capture strategy & intercept strategy

The multiattribute model is which type of decision rule?

compensatory

Which of the following is a noncompensatory decision rule?

conjunctive disjunctive lexicographic elimination-by-aspects (all of the above)

Rational choice theory implicitly or explicitly assumes a number of things about consumer choice that are often not true, such as _____.

consumers seek one optimal solution to a problem and choose on that basis consumers have the skill and motivation to find the optimal choice the optimal solution does not change as a function of situational factors such as time pressure, task definition, or competitive context (all of the above)

Which type of motives underlie behaviors that are intrinsically rewarding to the individual involved?

consummatory motives

Consumer-to-consumer solutions to "problems they never knew they had" have accelerated due to the rise of _____.

crowd sourcing like Kickstarter

To determine which criteria are used by consumers in a specific product decision, the marketing researcher can utilize which two methods of measurement?

direct and indirect

Which marketing strategy is appropriate if the brand is not part of consumers' evoked sets?

disrupt strategy

Nathan is purchasing a new computer, so he asks his friends and family for help in selecting one. He also has searched the Internet and visited the Dell, Gateway, and Apple websites and has consulted Consumer Reports. Nathan is conducting which type of information search?

external search

Nominal decision making is sometimes referred to as _____.

habitual decision making

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? functional analysis.

human factors research

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

Hannah asked her mother to buy her a certain brand of athletic shoes because that's what all the other kids are wearing at school. For Hannah, which type of motive is most likely underlying her request for that specific brand?

instrumental motive

Nakeisha wants to purchase some new makeup, but she wants something different from what she is currently using. Because she has experience with this product, she just thinks of the other products she has tried and decides to purchase one of those. Which type of information search has Nakeisha performed?

internal search

What is the most common approach to discovering consumer problems?

intuition

The minimum amount that one brand can differ from another with the difference still being noticed is referred to as the ______.

just noticeable difference

Wendy was in Walmart and noticed a display with baking items collected together and a little pad with recipes to tear off. She looked at the recipe and decided that this would make a nice dessert for Thanksgiving, so she purchased the products that were conveniently located on the display. Which type of decision making did Wendy undertake?

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 of the following is a primary source of information available to consumers

memory personal sources independent sources marketing sources (all of the above)

Higher perceived risk is associated with _____.

more reliance on information from personal sources greater reliance on personal experience

Every winter, Laurie's skin becomes very dry and results in painful cracks in the skin on her fingers. Once this happens, Laurie remembers that Zim's Crack Cream works really well for this problem, so she stops at the store to pick some up. Which type of decision making has occurred?

nominal decision making

A decision that does not include alternative evaluation is

nominal decision making.

What is the first stage of the consumer decision process?

problem recognition

Which of the following are indirect measurement techniques used to determine consumers' evaluative criteria?

projective techniques & perceptual mapping

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

Kodak markets digital cameras and is aware that consumers search for information concerning this product on the Internet using one of the several search engines (e.g., Google). To ensure that Kodak appears on the first page of results, this company pays the search engine to become a sponsored link when consumers search the key words "digital camera." This is an illustration of _____.

search engine optimization

An attribute used to stand for or indicate another attribute is known as a _____.

surrogate indicator

Which of the following is probably the most important situational variable with respect to search behavior?

temporal perspective

Speed of service and convenient location are criteria Jake considers when deciding at which restaurant to eat lunch during a work day. However, when he and his wife go out for a romantic dinner, the ambiance and quality of the food are more important. Which factor is influencing the importance he places of various criteria?

usage situation

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

Before a marketing manager or public policy decision maker can develop a sound strategy to affect consumer decisions, he or she must determine _____.

which evaluative criteria are used by the consumer how the consumer perceives the various alternatives on each criterion the relative importance of each criterion (all of the above)