MKTG - Chapter 14 Practice Questions

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? A) activity analysis B) product analysis C) problem analysis D) human factors research E) emotion research

A) activity analysis

Nominal decisions can be broken into which two distinct categories? A) brand loyal decisions and repeat purchase decisions B) primary decisions and secondary decisions C) high involvement decisions and low involvement decisions D) expensive decisions and inexpensive decisions E) first purchase decisions and repeat purchase decisions

A) brand loyal decisions and repeat purchase decisions

Very high levels of purchase involvement tend to produce A) extended decision making. B) nominal decision making. C) affective decision making. D) limited decision making. E) None of the choices are correct.

A) extended decision making.

Two basic approaches to marketers helping consumer recognize problems are A) generic problem recognition and selective problem recognition. B) active problem recognition and inactive problem recognition. C) actual problem recognition and desired problem recognition. D) perceived problem recognition and objective problem recognition. E) primary problem recognition and secondary problem recognition.

A) generic problem recognition and selective problem recognition.

Nominal decision making is sometimes referred to as A) habitual decision making. B) routine decision making. C) simple decision making. D) automatic decision making. E) default decision making.

A) habitual decision making.

Relative importance of a problem is determined by which of the following? A) how critical the problem is to the maintenance of the consumer's desired lifestyle B) how critical the problem is to others C) the magnitude of the discrepancy between the desired and actual states D) the magnitude of the discrepancy between the actual self-concept and the ideal self-concept E) the level of risk associated with the decision process

A) how critical the problem is to the maintenance of the consumer's desired lifestyle

__________ is the result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process? A) Alternative evaluation B) Problem recognition C) Information search D) Purchase E) Postpurchase evaluation

B) Problem recognition

Which type of consumer decision making does NOT include alternative evaluation? A) routine decision making B) nominal decision making C) extended decision making D) simple decision making E) limited decision making

B) nominal decision making

What is the first stage of the consumer decision process? A) information search B) problem recognition C) alternative evaluation D) purchase E) postpurchase behavior

B) problem recognition

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? A) generic problem recognition B) selective problem recognition C) active problem recognition D) inactive problem recognition E) primary problem recognition

B) selective problem recognition

Which type of consumer problem is one the consumer is aware of or will become aware of in the normal course of events? A) latent B) manifest C) active D) inactive E) blatant

C) active

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? A) limited decision making B) nominal decision making C) extended decision making D) complex decision making E) complete decision making

C) extended decision making

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? A) activity analysis B) product analysis C) problem analysis D) human factors research E) emotion research

C) problem analysis

The level of one's desire to resolve a particular problem depends on which factors? A) the consumer's perception of his or her actual state and the desired state B) the length of time required to make a decision and the level of purchase involvement C) the magnitude of the discrepancy between the desired and actual states and the relative importance of the problem D) the degree of brand loyalty and the amount of time required to make a decision E) the direction of the discrepancy between the desired and actual states and the relative importance of the purchase

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

What are the types of consumer problems? A) latent and manifest B) primary and secondary C) low involvement and high involvement D) active and inactive E) actual and perceived

D) active and inactive

John is on a diet and wants to lose 10 pounds. He wants to be thin right now, which represents his A) actual state. B) ideal state. C) healthy state. D) desired state. E) future state.

D) desired state.

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? A) activity analysis B) product analysis C) problem analysis D) human factors research E) emotion research

D) human factors research

The Martins' 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? A) latent B) manifest C) active D) inactive E) dangerous

D) inactive

Rita is doing her family's grocery shopping and purchases ice cream. She's purchased 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? A) inconsequential decision B) indifferent decision C) automatic decision D) repeat purchase decision E) secondary decision

D) repeat purchase decision

Which of the following is a concern that marketing managers have related to problem recognition? A) discovering consumer problems B) developing the marketing mix to solve consumer problems C) helping consumers recognize problems D) suppressing problem recognition among consumers E) All of the choices are correct

E) All of the choices are correct

From a firm's point of view, when is it appropriate to attempt to influence generic problem recognition? A) It is early in the product life cycle. B) The firm has a high percentage of the market. C) External search after problem recognition is apt to be limited. D) It is an industry-wide cooperative effort. E) All of the choices are correct.

E) All of the choices are correct.

Which of the following is an approach to problem identification? A) activity and product analysis B) human factors research C) problem analysis D) emotion research E) All of the choices are correct.

E) All of the choices are correct.

Which online environment option is a growing source of potential consumer feedback and input? A) surveys B) blogs C) Facebook D) Twitter E) blogs, Facebook, and Twitter

E) blogs, Facebook, and Twitter

Which type of consumer decision making includes the evaluation of only a few attributes, simple decision rules, and few alternatives? A) routine decision making B) nominal decision making C) extended decision making D) simple decision making E) limited decision making

E) limited decision making

Black doesn't much care about cars but is engaging in a substantial amount of information search about cars since Blake is about to buy a new car. In terms of involvement, Blake is A) high in product involvement and low in purchase involvement. B) high in value-expressive involvement and low in product involvement. C) high in product involvement and high in purchase involvement. D) low in product involvement and low in purchase involvement. E) low in product involvement and high in purchase involvement.

E) low in product involvement and high in purchase involvement.

Effective quality control and distribution and package inserts that assure the consumer of the wisdom of their purchase are attempts at A) responding to consumer problems. B) helping consumers recognize problems. C) discovering consumer problems. D) diverting consumers' attention away from problems. E) suppressing problem recognition.

E) suppressing problem recognition.