Module 3 exam

Quaker introduced its "Quaker Oats to go" bar and marketed it as a healthy and convenient breakfast choice. Quaker's marketing message is designed to help the consumer to _____.

E. c and d

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?

E. emotion research

Which approach to problem recognition examines emotions associated with certain problems?

E. emotion research

d

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 _____. a. alternatives b. choices c. heuristics d. evaluative criteria e. motives

Which type of consumer decision making includes the evaluation of only a few attributes, simple decision rules, and few alternatives?

E. 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 _____.

E. low in product involvement; high in purchase involvement

internal search

Nakeisha wants to purchase some new make-up, but she wants something different from what she is currently using. Since 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?

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

E. suppressing problem recognition

Nominal and most limited decision making will not produce postpurchase dissonance.

True

Sometimes consumers purchase products and do not use them.

True

Which of the following is an example of a federal law passed to facilitate direct comparisons among alternatives?

Truth-in-Lending law

Consummatory Motives

Underlie behaviors that are intrinsically rewarding to the individual involved.

spam

Unsolicited e-mail that is a major concern and irritant and is known as _____. A) spit B) spam C) blog D) junk mail E) banner mail

limited decision making

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?

Which of the following is a source of increased customer profitability over time? all of the above

all of the above

Which of the following is a variable that influences brand decisions inside a retail outlet?

all of the above

Which of the following is an alternative once a consumer has decided to get rid of a product?

all of the above

Which of the following is often used as a surrogate indicator of quality?

all of the above

The "Service" dimension of store image includes all of the following EXCEPT _____.

all of the above are included

Which of the following is NOT a possible outcome once a consumer is satisfied?

all of the above are possible outcomes

A limited capacity for processing information is known as _____. A. working memory B. bounded memory C. bounded rationality D. bounded processing E. finite processing

c

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 _____. A. working memory B. bounded memory C. bounded rationality D. bounded processing E. finite processing

c

Evaluative criteria differ on all EXCEPT which of the following? A. type B. number C. quality D. importance E. Evaluative criteria can differ on all of the above.

c

The various dimensions, features, or benefits consumers look for in response to a specific problem are called _____. A. alternatives B. choices C. heuristics D. evaluative criteria E. motives

d

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

rational choice

Which indirect measurement techniques used to determine consumers' evaluative criteria allow the respondent to indicate the criteria someone else might use?

projective techniques

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

projective techniques and perceptual mapping

Evaluative criteria differ on all EXCEPT which of the following?

quality

Service employees that are uncaring, impolite, unresponsive, or unknowledgeable will cause consumers to switch providers for which reason?

service encounter failure

A shopping style that puts particular emphasis on certain activities or shopping motivations is called a _____.

shopping orientation

A $10 savings on a $200 item should

show the dollar savings but not the percentage savings

Good product offers and information, value, and alignment with consumers' interests are components of which dimension of online retailer image? A) usefulness B) enjoyment C) trustworthiness D) style E) familiarity

usefulness

Good product offers and information, value, and alignment with consumers' interests are components of which dimension of online retailer image?

usefulness

Which decision rule requires the consumer to rank the criteria in order of importance, and then the consumer selects the brand that performs best on the most important attribute?

lexicographic

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

a, b, and c

Disposition of the product or the product's container may occur _____ product use.

a, b, and c

Evaluative criteria can differ on which of the following?

a, b, and c

Which of the following is a type of consumer choice process?

a, b, and c

Expenses associated with advertising, establishing a new account, and mailing catalogs are examples of _____.

acquisition costs

Which of the following is an approach to problem identification?

E. all of the above

Which of the following motives are most likely in affective choices?

consummatory motives

Which measurement technique used to assess consumers' evaluative criteria assumes consumers will not or cannot state their evaluative criteria?

indirect

product differentiation

Feature and quality variations across brands are referred to as

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

consummatory motives

Which of the following is NOT a source of increased customer profitability over time?

increased churn

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

intangible

Which of the following occurs when a consumer actively acquires a product that is not used or used only sparingly relative to its potential use?

product nonuse

Gwen is an elderly lady and is participating in a market research study. The researcher asked her to describe the criteria someone who needs adult diapers might use to evaluate alternatives. The researcher was not asking Gwen what criteria she would use, but rather, the criteria Gwen thinks someone else would use. Which type of technique is this known as?

projective technique

When perceptions of product performance match expectations that are at or above the minimum performance level, _____ generally results.

satisfaction

Which of the following is the most widely used technique for measuring consumers' judgments of brand performance on specific attributes?

semantic differential scales

The ability of an individual to distinguish between similar stimuli is called _____.

sensory discrimination

the click through rate

the percentage who click through a banner ad to the corporate website is known as

Consumers make decisions with the help of recommendation agents or bots when ____.

there are numerous alternatives

unawareness set

To which set do alternatives the consumer does not know about belong? A) inert set B) inept set C) unawareness set D) unknown set E) evoked set

A consumer can be neither satisfied nor dissatisfied.

True

A consumer selling something to another individual through an online intermediary (i.e., eBay) is known as a consumer-to-consumer sale.

True

Many customer loyalty programs are designed to generate repeat purchases rather than committed customers.

True

e

Which of the following is NOT a decision rule used by consumers? a. conjunctive b. disjunctive c. lexicographic d. compensatory e. conjoint

Which of the following tends to be more holistic in nature, and the brand is not decomposed into distinct components that are evaluated separately from the whole?

affective choice

Which problem recognition involves a discrepancy that a variety of brands within a product category can reduce?

A. generic problem recognition

Surrogate Indicator

An attribute used to stand for or indicate another attribute.

Suzy is having her 6th birthday party at Club Libby Lu at a department store in the mall. She and six of her friends will get a complete "make-over" with glittery makeup and shiny extensions added to their hair. This is an example of which approach retailers are taking to improve the shopping experience?

"destination areas" within stores

Sarah just purchased some casual twill pants from L.L.Bean. When she was checking out, she was asked for her e-mail address. Below that box was a box that was checked that indicated she would like to receive promotion messages and have her information shared with similar marketers. She unchecked that box because she did not want to receive these promotional offers and did not want her information shared. This is an example of which approach online retailers are using to enhance consumers' control?

"opt in" approach

It is predicted that the total web-influenced in-store sales will be _____ in 2015.

$1,543 billion

b

A choice based on the "how do I feel about it" heuristic is referred to as a. constructive choice b. affective choice c. attribute-based choice d. conjunctive choice e. none of the above

The appropriate evaluative criteria for the solution of a problem, the existence of various alternative solutions, and the performance level or characteristic of each alternative solution on each evaluative criterion.

A consumer decision requires information on which of the following?

a b and c

A consumer decision requires information on which of the following? A) The appropriate evaluative criteria for the solution of a problem. B) The existence of various alternative solutions. C) The performance level or characteristic of each alternative solution on each evaluative criterion. D) a and b E) a, b, and c

c

A limited capacity for processing information is known as _____. a. working memory b. bound memory c. bounded rationality d. bounded processing e. finite processing

Bounded Rationality

A limited capacity for processing information.

b

A metagoal refers to _____. a. the overall amount of energy devoted to any given purchase b. the general nature of the outcome being sought c. the conscious thinking of all decision processes d. using non financial criteria to make purchase decisions e. none of the above

b

A new brand of peanut butter cookies include 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? a. blind test b. brand alliance c. two-sided message d. conjoint alliance e. conjunctive alliance

d

A technique that requires consumers to judge the similarity of alternative brands is _____. a. conjoint analysis b. attitude survey c. semantic differential scale d. perceptual mapping e. none of the above

Blind Tests

A test in which the consumer is not aware of the product's brand name.

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

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

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

A. activating problem recognition

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

A. activity analysis

Which approach to problem identification focuses on a particular activity such as lawn maintenance?

A. activity analysis

Nominal decisions can be broken into which two distinct categories?

A. brand loyal decisions and repeat purchase decisions

Which nonmarketing factor affects a consumer's desired state?

A. culture/subculture

Very high levels of purchase involvement tend to produce _____.

A. extended decision making

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 recognition was Campbell's attempting to stimulate?

A. generic problem recognition

Two basic approaches to causing problem recognition are _____.

A. generic problem recognition and selective problem recognition

Nominal decision making is sometimes referred to as _____.

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

Which type of decision making covers the middle ground between nominal and extended decision making?

A. limited decision making

Which type of consumer decision making only includes the stages of problem recognition, limited internal information search, purchase, and limited postpurchase behavior?

A. nominal decision making

Tess noticed that she was almost out of shampoo. Which stage of the decision process will this observation activate?

A. problem recognition

Which research technique asks relatively large numbers of individuals about the problems they are facing?

A. survey

Which of the following drives problem recognition?

A. the consumer's perception of the actual state

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?

A. variety-seeking

Instrumental Motives

Activate behaviors designed to achieve a second goal.

d

Advertising can affect the importance of evaluative criteria by a. increasing attention on the evaluative criteria. b. increasing elaboration of the evaluative criteria. c. influencing the decision. d. a and b e. all of the above

awareness set

All of the brands that a consumer thinks of as potential solutions are known as the _____. A) awareness set B) evaluative criteria C) alternative set D) preferred set E) consideration set

shopping bot

Amelia wanted to purchase a nice watch for her husband, but she was overwhelmed by the amount of information available on the Internet for this product. She visited one website that offered a service that would do the searching and comparisons for her, so she decided to use it. The service Amelia used is referred to as a(n)

a

Amy is shopping for a dress to wear to a formal dance. She tried on several dresses, not even noticing the price of each. After about two hours of this, she tried one on and exclaimed, "This is it!" That particular dress was the one that she thought made her look fabulous, so she bought it. Which type of choice did Amy use to select this dress? a. affective choice b. attitude-based choice c. rational choice d. attribute-based choice e. instrumental choice

c

An attribute used to stand for or indicate another attribute is known as a _____. a. determinant attribute b. substitute indicator c. surrogate indicator d. secondary indicator e. proxy

a

Andrew is considering the purchase of a portable DVD player. He is comparing alternatives on the basis of screen size, battery life, and price. Andrew is using which type of evaluative criteria? a. tangible b. intangible c. primary d. secondary e. instrumental

Perceptual Mapping

Another indirect technique that generally involves the consumer first looking at possible pairs of brands and indicating which pair is most similar, which is second most similar, and so forth until all pairs are ranked.

a

Attribute-based choice requires _____. a. the knowledge of specific attributes at the time the choice is made. b. attribute-by-attribute comparisons across brands. c. summary impressions. d. a and b e. all of the above

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?

B. repeat purchase decision

. Which of the following statements is FALSE regarding problem recognition?

B. Only when the desired state is greater than the actual state will a problem exist.

_____ is the result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process?

B. Problem recognition

Which of the following is NOT an appropriate condition to attempt to influence generic problem recognition?

B. The firm has a small percentage of the market.

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 _____.

B. a low level of purchase involvement

A(n) _____ is the way an individual perceives his or her feelings and situation to be at the present time.

B. actual state

A(n) _____ is the way an individual wants to feel or be at the present time.

B. desired state

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?

B. focus group

Which type of research technique gathers 8 to 12 similar individuals (e.g., working mothers) brought together to discuss a particular topic?

B. focus group

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?

B. intuition

What is the most common approach to discovering consumer problems?

B. 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?

B. limited decision making

Which type of consumer decision making does NOT include alternative evaluation?

B. nominal decision making

Which type of consumer decision making includes only a limited internal information search and no external search for information?

B. nominal decision making

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

B. nominal decision making

What is the first stage of the consumer decision process?

B. 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?

B. product analysis

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

B. product analysis

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

B. selective problem recognition

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?

B. selective problem recognition

ongoing search

Barry is always searching information about wine. He reads Wine Spectator every month, has several books related to wine, visits wine-related websites frequently, and has visited several wine regions throughout the world. While he purchases wine frequently, he does not conduct this information search for just that reason. He just enjoys learning about wine. For Barry, his search for information about wine is a(n)

d

Before a marketing manager or a public policy decision maker can develop a sound strategy to affect consumer decisions, he or she must determine all EXCEPT which of the following? a. which evaluative criteria are used by the consumer b. how the consumer perceives the various alternatives on each criterion c. the relative importance of each criterion d. all of the above must be determined e. none of the above

e

Before a marketing manager or public policy decision maker can develop a sound strategy to affect consumer decisions he or she must determine _____. a. which evaluative criteria are used by the consumer b. how the consumer perceives the various alternatives on each criterion c. the relative importance of each criterion d. a and b e. a, b, and c

behavioral targeting

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

generic

Bob is searching the Internet for information on digital cameras, so he types in the words "digital camera" in Google. Which type of search is Bob conducting?

b

Bobbie bought a Dell computer because her brother has one, and he seems to be satisfied with it. She did not compare any other computers when making this choice. Which type of choice process did Bobbie use? a. affective choice b. attitude-based choice c. rational choice d. attribute-based choice e. instrumental choice

inert set

Brands for which a consumer is aware but basically indifferent toward compose his or her _____. A) evoked set B) consideration set C) inept set D) excluded set E) inert set

inept

Brands that are found completely unworthy of further consideration are members of the _____. A) evoked set B) inept set C) excluded set D) inert set E) discarded set

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?

C. active

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

C. Consumer decisions are rational and functional; otherwise they do not involve decisions per se.

Which type of consumer problem is one the consumer is aware of or will become aware of in the normal course of events?

C. active

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 ____.

C. actual state

Which of the following is NOT a type of consumer decision making discussed in your text?

C. complex decision making

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 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?

C. extended decision making

Which type of consumer decision making involves the evaluation of many attributes and alternatives and employs complex decision rules?

C. 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?

C. extended 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?

C. limited decision making

The person present during a focus group discussion that keeps the discussion moving and focused on the topic is called a(n) _____.

C. moderator

All EXCEPT which of the following nonmarketing factors affect consumers' desired state?

C. normal depletion

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

all of the above

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?

C. 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?

C. problem analysis

. Which of the following is a nonmarketing factor affecting consumers' actual state?

C. 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 _____.

C. purchase involvement

A completely nominal decision does not even include consideration of _____.

C. the "do not purchase" alternative

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

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

search engine optimization

Canon 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 Canon 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

a

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? a. direct b. indirect c. projective d. perceptual mapping e. word association

Affective Choice

Choice based on the evaluation of a product generally focused on the way they will make the user feel as the product is used.

maintenance strategy

Coca-Cola has a large brand-loyal purchaser segment. Which marketing strategy is appropriate for this brand?

maintenance strategy

Coca-Cola has a large brand-loyal purchaser segment. Which marketing strategy is appropriate for this brand? A) capture strategy B) acceptance strategy C) maintenance strategy D) preference strategy E) disrupt strategy

Given the following importance weights Price = 50, Quality = 40, and Ease of use = 10, which of the following computers would be chosen using a compensatory decision rule?

Compaq

Given attribute cutoffs of Price = 5, Quality = 5, and Weight = 4, which of the following would be chosen using the disjunctive decision rule?

Compaq and NEC would be considered further

a

Conrad is considering the purchase of a laptop computer. He has decided that he will not spend more than $1200, the computer must weigh no more than 4 pounds, and battery life must last at least 4 hours. He has similar minimum requirements for a few other criteria he is using to evaluate alternatives. If an alternative does not meet ALL of these minimum requirements, he will not consider it further. Which decision rule is Conrad using? a. conjunctive b. disjunctive c. lexicographic d. elimination-by-aspects e. compensatory

general product related terms

Consumers conducting a generic search in an Internet search engine use which type of terms?

general product-related terms

Consumers conducting a generic search in an Internet search engine use which type of terms? A) retailer-related terms B) brand-related terms C) general product-related terms D) brand- plus product-related terms E) price-related terms

c

Consumers make decisions with the help of recommendation agents or bots when _____. a. there are few evaluative criteria and the decision is less complicated. b. the decision is straight-forward and there are minimal evaluative criteria involved. c. there are numerous alternative. d. there are a limited number of evaluative criteria and the decision involves a repeat purchase. e. none of the above

Which of the following is true regarding word-of-mouth (WOM)?

Consumers trust WOM more than many other sources.

shopping orientations

Consumers' general approaches or patterns of external search are termed

shopping orientations

Consumers' general approaches or patterns of external search are termed _____. A) social status B) shopping orientations C) involvement D) motives E) differentials

a

Cost and performance features are examples of which type of evaluative criteria? a. tangible b. intangible c. primary d. secondary e. instrumental

What has research revealed regarding consumers' variety-seeking behavior?

D. Consumers are more likely to become bored on sensory attributes such as taste.

What are the types of consumer problems?

D. active and inactive

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?

D. 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?

D. brand loyal decision

Candice is on a diet and wants to lose 10 pounds. She wants to be thin right now, which represents her _____.

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?

D. 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?

D. 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?

D. inactive

Which type of consumer problem is one on which the consumer is not aware?

D. inactive

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

D. reference group

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?

D. repeat purchase decision

inept set

Darcy is considering the purchase of living room furniture. While there are several national-chain furniture stores in her city, she is not considering Haverty's because she's purchased furniture from this store before and has been dissatisfied. For Darcy, this furniture retailer is included in her

Hailey purchased furniture for her living room and spent quite a bit of money. After she purchased it, she started regretting that she spent so much and she wasn't sure she liked the furniture. To make herself feel better, she told herself that the other furniture she was considering really wasn't that good and probably would not last as long as the furniture she ended up purchasing. Which of the following is Hailey using to reduce her postpurchase dissonance?

Decreasing the desirability of rejected alternatives.

ongoing search

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 _____. A) internal search B) ongoing search C) eternal search D) continuous search E) perpetual search

Given the following minimum standards (cutoff points) Price = 3, Quality = 4, and Ease of use = 3, which of the following computers would be chosen using the conjunctive decision rule?

Dell

c

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 _____. a. working memory b. bounded memory c. bounded rationality d. bounded processing e. finite processing

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

E. a, b, and c

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

E. all of the above

Which of the following is a concern marketing managers have related to problem recognition?

E. all of the above

Which of the following is a nonmarketing factor affecting problem recognition?

E. all of the above

inert set

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

extended decision making

Eric was in the store and started looking at riding lawn mowers. He didn't come to this store for the purpose of purchasing one, but he started considering it once he was there. However, he did not purchase one on that trip. Instead he went to other stores to look at their mowers, he asked his neighbor and his brother-in-law about their mowers, and he searched the Internet before he decided on the brand to purchase. Which type of decision making did Eric undertake?

Disjunctive Decision Rule

Establishes a minimum level of performance for each important attribute.

Conjunctive Decision Rule

Establishes minimum required performance standards for each evaluative criterion and selects the first or all brands that surpass these minimum standards.

e

Evaluative criteria can differ on which of the following? a. type b. number c. importance d. a and b e. a, b, and c

c

Evaluative criteria differ on all EXCEPT which of the following? a. type b. number c. quality d. importance e. evaluative criteria can differ on all of the above

consumer characteristics

Experience, familiarity, social status, shopping orientation and product involvement are examples of which factor that influences the expected benefits and perceived costs of search?

consumer characteristics

Experience, familiarity, social status, shopping orientation and product involvement are examples of which factor that influences the expected benefits and perceived costs of search? A) market characteristics B) product characteristics C) consumer characteristics D) situation characteristics E) personality traits

preference strategy

Extended decision making with the brand in the evoked set requires which marketing strategy?

Affective performance can arise from only the symbolic dimension of product performance.

False

Committed customers are less likely to forgive a product or service failure.

False

Counterintuitive thinking refers to imagining the outcome if a different decision had been made in the past.

False

Functional performance relates to the physical functioning of the product.

False

Repeat purchasers continue to buy the same brand because of their emotional attachment to it.

False

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

all of the above

product differentiation

Feature and quality variations across brands are referred to as _____. A) product positioning B) brand leverage C) product differentiation D) market segmentation E) market characteristics

b

Firms with a limited reputation sometimes do which of the following with a reputable firm so as to gain from the quality associated with the known brand? a. conduct blind tests b. form brand alliances c. use two-sided messages d. form conjoint alliances e. form conjunctive alliances

extended decision making

For which type of decision making is external information search relatively important? A) automatic decision making B) limited decision making C) nominal decision making D) extended decision making E) truncated decision making

evaluative criteria

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

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 _____. A) evoked set B) evoked criteria C) consideration criteria D) evaluative criteria E) evaluative set

personal sources

Friends, family, and others are examples of which source of information?

personal sources

Friends, family, and others are examples of which source of information? A) memory B) personal sources C) independent sources D) marketing sources E) experiential sources

Scott is twenty years old and has a high school education. He likes to go on the Internet to play games, but he's afraid to buy things online. Even if this was not so, he doesn't make enough money for him to be able to buy much anyway. Scott belongs to which segment of online shoppers? A) Suspicious Learners B) Fun Seekers C) Fearful Browsers D) Technology Muddlers E) Shopping Avoiders

Fun Seekers

a

Gail was participating in a market research study, and she was given 20 pairs of brands of shampoo and asked to indicate which pair is most similar, and so forth until all pairs were ranked. Which type of indirect measurement technique used to assess Gail's evaluative criteria does this represent? a. perceptual mapping b. conjoint analysis c. evaluative mapping d. regression analysis e. factor analysis

e

Given attribute cutoffs of Price=5, Quality=5, and Weight=4, which of the following would be chosen using the disjunctive decision rule? a. NEC b. Compaq c. Dell d. Compaq and Dell would be considered further. e. Compaq and NEC would be considered further.

d

Given the following importance weights Price=50, Quality=40, and Ease of use=10, which of the following computers would be chosen using a compensatory decision rule? a. Dell b. A tie between Compaq and Dell. c. NEC d. Compaq e. A tie between NEC and Dell.

d

Given the following information, which of the following compact disc players would be chosen using the elimination-by-aspects decision rule? a. Sony b. Sanyo b. Pioneer d. Sony and Pioneer would be considered further. e. none of the above

a

Given the following information, which of the following compact disc players would be chosen using the lexicographic decision rule? a. Sony b. Sanyo c. Pioneer d. Sony and Pioneer would be considered further. e. mont of the above compact disc players would be chosen

a

Given the following minimum standards (cutoff points) Price =3, Quality=4, and Ease of use=3, which of the following computers would be chosen using the conjunctive decision rule? a. Dell b. NEC c. Compaq d. There's not enough information to decide. e. None of the above computers would be chosen.

c

Gwen is an elderly lady and is participating in a market research study. The researcher asked her to describe the criteria someone who needs adult diapers might use to evaluate alternatives. The researcher was not asking Gwen what criteria she would use, but rather, the criteria Gwen thinks someone else would use. Which type of technique is this known as? a. tangible technique b. intangible technique c. projective technique d. perceptual mapping e. conjoint analysis

a

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? a. instrumental motive b. affective motive c. cognitive motive d. consummatory motive e. personal motive

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

Higher perceived risk is associated with

all of the above

How has the Internet changed consumers' ability to search for information? A) allows easy access to manufacturers' Web sites B) allows easy access to other consumers C) allows easy access to government agencies D) expands the ability of marketers to provide information to consumers E) all of the above

intercept strategy

If a brand is included in a consumer's evoked set, which marketing strategy is NOT appropriate? A) maintenance strategy B) intercept strategy C) capture strategy D) preference strategy E) all of the above are appropriate

intercept strategy

If a brand is included in a consumer's evoked set, which marketing strategy is not appropriate?

intercept strategy

If a brand is included in a consumer's evoked set, which marketing strategy is notappropriate?

nominal decision making

If, in response to a problem, a consumer recalls a single, satisfactory solution, no further information search or evaluation may occur. The consumer purchases the recalled brand and _____ has occurred. A) automatic decision making B) limited decision making C) nominal decision making D) extended decision making E) truncated decision making

nominal decision making

If, in response to a problem, a consumer recalls a single, satisfactory solution, no further information search or evaluation may occur. The consumer purchases the recalled brand and __________ has occurred.

d

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? a. perceptual mapping b. regression analysis c. factor analysis d. conjoint analysis e. cluster analysis

Which of the following is NOT an action a consumer may utilize to reduce dissonance?

Increase the importance of alternatives that were not considered in the purchase initially.

Attitude-Based Choice

Involves the use of general attitudes, summary impressions, intuitions, or heuristics; no attribute-by-attribute comparisons are made at the time of choice.

d

Jamie was participating in a market research study regarding computers when he was presented with 24 different computers that varied on four criteria. He was asked to rank all 24 descriptions in terms of his preference for those combinations of features. Which approach to assess the relative importance Jamie places on evaluative criteria was this research using? a. perceptual mapping b. regression analysis c. factor analysis d. conjoint analysis e. cluster analysis

e

Joanne is considering the purchase of a microwave oven and has four evaluative criteria. For each criterion, she has attached an importance weight ("W"), and each brand is evaluated on its performance on that criterion ("B"). Then a rating is calculated by summing the product of the B's and W's on a criterion for each brand, and the brand with the highest overall rating is chosen. Which type of decision rule is Joanne using? a. conjunctive b. disjunctive c. lexicographic d. elimination-by-aspects e. compensatory

d

Joesph 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 alternatives on these attributes and makes a selection based on these rankings. Joesph is using which type of choice process? a. affective choice b. attitude-based choice c. rational choice d. attribute-based choice e. instrumental choice

a

John drinks Schwepps Ginger Ale for dinner as a beverage, while Jack uses it only as a mixer in his cocktails. Which factor that influences the importance of evaluative criteria is this? a. usage situation b. competitive context c. advertising effects d. quantity of criteria e. temporal perspective

independent sources

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?

memory

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?

awareness set

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

experimental sources

Lane is test driving several models of automobiles to help him decide which one to purchase. Which source of information does this represent?

marketing sources

Lane is test driving several models of automobiles to help him decide which one to purchase. Which source of information does this represent? A) memory B) personal sources C) independent sources D) marketing sources E) experiential sources

independent sources

Magazines, consumer groups, and government agencies represent which source of information? A) memory B) personal sources C) independent sources D) marketing sources E) experiential sources

Which of the following statements is true regarding counterfactual thinking?

Marketers always try to reduce the likelihood that consumer think this way.

d

Miles is considering the purchase of a new car. Price is the most important criterion for him, and he will only consider those models that do not exceed $20,000. Since several models satisfy this criterion, he then considers how each alternative performs with respect to gas mileage, and he will not consider any that get less than 20 miles per gallon in the city. Which decision rule is Miles using? a. conjunctive b. disjunctive c. lexicographic d. elimination-by-aspects e. compensatory

Which of the following statements is true regarding consumer choice processes?

Motivation, information availability, and situational factors interact to determine the likelihood that attitude-based choices are made.

external search

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?

Which of the following is NOT a factor affecting consumers' retail outlet selection?

Number of levels of distribution

internal search

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 _____. A) internal search B) external search C) primary search D) ongoing search E) evoked search

intercept strategy

One marketer for a brand of shampoo learned through research that consumers in the target market engage in limited decision making but that this marketer's brand is not part of their evoked set. Which marketing strategy is appropriate for this company

intercept strategy

One marketer for a brand of shampoo learned through research that consumers in the target market engage in limited decision making but that this marketer's brand is not part of their evoked set. Which marketing strategy is appropriate for this company?

a

Online services, such as PriceGrabber.com assist consumers _____. a. with more complex decisions. b. with forming their evoked sets. c. by making the final choice for them. d. a and c e. a and b

Which online shopping segment found by Experian is the highest catalog shopper?

Original Traditionalists

d

Pamela likes to sew because it relaxes her. To her, it's like therapy. For Pamela, sewing represents which type of motive? a. instrumental motive b. affective motive c. cognitive motive d. consummatory motive e. personal motive

memory

Past searches, prior personal experiences, and prior low-involvement learning are examples of which source of information? A) memory B) personal sources C) independent sources D) marketing sources E) experiential sources

a b and c

Perceived risk is a function of the _____. A) individual B) product C) situation D) a and b E) a, b, and c

all of the above

Perceived risk is high for products whose failure to perform as expected would result in a high _____. A) social cost B) financial cost C) time cost D) physical cost E) all of the above

_____ 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

b

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? a. Number of diapers per package was not important to consumers. b. The reduction in the quantity did not reach the level of a just noticeable difference. c. Price is more important than quantity to consumers. d. Consumers are price conscious for this product category. e. Consumers are brand loyal.

Metagoal

Refers to the general nature of the outcome being sought.

_____ continue to buy the same brand though they do not have an emotional attachment to it.

Repeat purchasers

Lexicographic Decision Rule

Requires the consumer to rank the criteria in order of importance.

Elimination-By-Aspects Decision Rule

Requires the consumer to rank the evaluative criteria in terms of their importance and to establish a cutoff point for each criterion.

Attribute-Based Choice

Requires the knowledge of specific attributes at the time the choice is made, and it involves attribute-by-attribute comparisons across brands.

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.

generic

Research has shown that most of the online search leading up to a purchase was

generic

Research has shown that most of the online search leading up to a purchase was _____. A) brand only B) generic C) brand-item D) retail E) price-related

using email

Research shows that the most common use of the Internet is _____. A) searching for a map or driving directions B) getting news C) buying a product D) using e-mail E) checking the weather

finding information

Research shows that the most important search-related use of the Internet is

marketing sources

Sales personnel, Web sites, and advertising represent which type of information source? A) memory B) personal sources C) independent sources D) marketing sources E) experiential sources

a

Sam is a retiree with considerable resources, so he doesn't really spend much time on purchase decisions. His belief is that the most expensive brand is probably also the best in terms of quality. Sam uses price as a _____ indicator of quality. a. surrogate b. proxy c. primary d. substitute e. secondary

b

Samantha is purchasing a new car. She knows she should compare alternatives on the basis of cost and performance features, but she can't help but consider the styling and the color. She also wants a car that will make her look "cool" and feel special when she's driving it. Styling, color, and how the car will make her feel are examples of _____ evaluative criteria. a. tangible b. intangible c. primary d. secondary e. consummatory

a

Selecting the optimal alternative, minimizing the decision effort, and maximizing the ease with which a decision can be justified are examples of consumer _____. a. metagoals b. rational goals c. evoked goals d. affective goals e. primary goals

d

Sensory discrimination is _____. a. the minimum amount that one brand can differ from another with the difference still being noticed b. the maximum amount that one brand can differ from another without it being perceived as unreasonable by consumers c. the ability of an individual to distinguish between distinctly different stimuli d. the ability of an individual to distinguish between similar stimuli e. the relative importance consumers place on evaluative criteria

bots

Services that aid consumers in their search and decision making on the Internet are known as _____. A) bots B) worms C) viruses D) seekers E) minimizers

Tasha doesn't understand all the hype about Internet shopping. When she shops, she wants to personally see the item, and she wants it right then, not 5-9 business days latter. Tasha belongs to which segment of online shoppers? A) Suspicious Learners B) Business Users C) Fearful Browsers D) Technology Muddlers E) Shopping Avoiders

Shopping Avoiders

Given the following information, which of the following compact disc players would be chosen using the lexicographic decision rule?

Sony

Given the following information, which of the following compact disc players would be chosen using the elimination-by-aspects decision rule?

Sony and Pioneer would be considered further

a

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? a. usage situation b. competitive context c. advertising effects d. experience e. social influence

Which of the following is NOT a key element of relationship marketing?

Standardize the relationship across customers.

Compensatory Decision Rule

States that the brand that rates the highest on the sum of the consumer's judgments of the relevant evaluative criteria will be chosen.

marketing sources

Stephanie and her husband are considering the purchase of a 52" plasma television. They have visited several manufacturers' websites, looked at the ads in the Sunday newspaper, and have spoken with sales people at several electronics stores. Which source of information are they using?

A given consumer's or target market's perception of all the attributes associated with a retail outlet is generally referred to as the _____.

Store image

b

Style, taste, prestige, feelings generated, and brand image are examples of which type of evaluative criteria? a. tangible b. intangible c. primary d. secondary e. instrumental

low-involvement learning

Susan actually knows quite a bit about some product categories that she doesn't actively seek out information concerning and doesn't even own. Which of the following is the most likely means by which she obtained this information?

t

T/F: Affective choices tend to be holistic in nature.

t

T/F: All consumers have a bounded rationality.

f

T/F: An attribute used to stand for or indicate another attribute is known as a proxy indicator.

f

T/F: Attitude-based choices are not used for important decisions.

f

T/F: Attribute-based choices involve the use of general attitudes, summary impressions, intuitions, or heuristics.

f

T/F: Cognitive motives underlie behaviors that are intrinsically rewarding to the individual involved.

t

T/F: Conjunctive, disjunctive, elimination-by-aspects, and lexicographic are noncompensatory decision rules.

f

T/F: Consumers are not aware of product brand names in generic tests.

t

T/F: Evaluative criteria can differ in type, number, and importance.

t

T/F: Factors affecting the relative importance and influence of evaluative criteria include usage situation, competitive context, and advertising effects.

t

T/F: Firms with a limited reputation sometimes form brand alliances with a reputable firm in order to gain from the quality associated with the known brand.

t

T/F: For a target market using the elimination-by-aspects rule, it is critical to meet or surpass the the consumers' requirements on one more (in order) of the criteria used than the competition.

f

T/F: In a compensatory decision, a brand's weakness on one attribute cannot be overcome by its strength on another attribute.

t

T/F: Indirect measurement techniques used to determine consumers' evaluative criteria differ from direct measurements in that they assume consumers will not or cannot state their evaluative criteria.

f

T/F: Online shopping services such as PriceGrabber.com assist consumers by making the final choice for them.

t

T/F: Price, advertising intensity, warranties, brand, and country of origin are examples of surrogate indicators.

f

T/F: Sensory perception relates to an individual's ability to distinguish between similar stimuli.

f

T/F: The competitive context has no effect on choice.

t

T/F: The conjunctive decision rule establishes minimum required performance standards for each evaluative criterion and selects the first or all brands that meet or exceed these minimum standards.

f

T/F: The disjunctive decision rule establishes an optimum level of performance for each evaluative criterion.

f

T/F: The most common method of direct measurement to determine the relative importance of evaluative criteria is the semantic differential.

f

T/F: The various dimensions, features, or benefits consumers look for in response to a specific problem are called heuristics.

Which of the following is FALSE regarding the way in which disposition decisions can affect a firm's marketing strategy?

The United States is a completely throw away society, and consumers are willing to purchase new products without concern for waste.

b

The _____ 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. a. conjunctive b. disjunctive c. lexicographic d. elimination-by-aspects e. compensatory

c

The _____ decision rule requires the consumer to rank the criteria in order of importance, and then the consumer selects the brand that performs best on the most important attribute. a. conjunctive b. disjunctive c. lexicographic d. elimination-by-aspects e. compensatory

e

The ability of an individual to distinguish between similar stimuli is called _____. a. stimulus generalization b. perceptual generalization c. perceptual discrimination d. sensory perception e. sensory discrimination

Sensory Discrimination

The ability of an individual to distinguish between similar stimuli.

evoked set

The brands or products one will evaluate for the solution of a particular consumer problem are called the _____. A) evoked set B) evaluative criteria C) alternative set D) preferred set E) awareness set

evaluative criteria

The desired features or characteristics required to meet a consumer's needs are his or her _____. A) evoked set B) evoked criteria C) consideration criteria D) evaluative criteria E) evaluative set

consideration set

The evoked set is also called the _____. A) evaluative set B) alternative set C) awareness set D) preferred set E) consideration set

a

The fact that consumer have limited capacity for processing information is referred to as a. mounted rationality b. instrumental capacity c. cognitive capacity d. cognitive dissonance e. none of the above

a

The fact that consumers have limited capacity for processing information is referred to as _____. a. bounded rationality b. instrumental capacity c. cognitive capacity d. cognitive dissonance e. all of the above

c

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? a. surrogate tests b. generic tests c. blind tests d. primary tests e. perceptual tests

Which of the following is true regarding postpurchase dissonance?

The importance of the decision to the consumer is one factor that influences the probability and magnitude of postpurchase dissonance.

c

The minimum amount that one brand can differ from another with the difference still being noticed is referred to as the _____. a. discriminatory difference b. sensory difference c. just noticeable difference d. recognition difference e. obvious difference

Conjoint Analysis

The most popular indirect measurement approach, the consumer is presented with a set of products or product descriptions in which the evaluative criteria vary.

d

The motives that underlie behaviors designed to achieve a second goal are termed a. latent motives b. affective motives c. consummatory motives d. instrumental motives e. none of the above

a

The multiattribute model is which type of decision rule? a. compensatory b. noncompensatory c. disjunctive d. lexicographic e. elimination-by-aspects

Market Characteristics

The number of alternatives, price range, store distribution, and information availability are examples of which factor that influences the expected benefits and perceived costs of search?

Which of the following is a noncompensatory decision rule?

all of the above

market characteristics

The number of alternatives, price range, store distribution, and information availability are examples of which factor that influences the expected benefits and perceived costs of search? A) market characteristics B) product characteristics C) consumer characteristics D) situation characteristics E) technological characteristics

clickthrough rate

The percentage who clicks through a banner ad to the corporate Web site is known as _____. A) response rate B) turnover rate C) clickthrough rate D) rating E) hits

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 the quantity did not reach the level of a just noticeable difference.

watching TV while interacting with another mobile device

The second screen refers to

b

The two types of evaluative criteria are _____. a. primary and secondary b. tangible and intangible c. manifest and latent d. direct and indirect e. consummatory and instrumental

Evaluative Criteria

The various dimensions, features, or benefits a consumer looks for in response to a specific problem.

d

The various dimensions, features, or benefits consumer look for in response to a specific problem are called _____. a. alternatives b. choices c. heuristics d. evaluative criteria e. motives

Which of the following is FALSE regarding committed customers?

They are less likely to forgive an occasional product or service failure.

Which of the following is a description of the shopping orientation known as Enthusiastic Shoppers?

They enjoy the recreational and social aspects of shopping.

evoked set

Thomas is aware of several different brands of electric shavers, but he is only considering seriously three different brands. These three brands that Thomas is evaluating represent his

evoked set

Thomas is aware of several different brands of electric shavers, but he is only considering seriously three different brands. These three brands that Thomas is evaluating represent his _____. A) evoked set B) evaluative criteria C) alternative set D) preferred set E) awareness set

Which of the following is false regarding shopping cart abandonment?

Those who abandon carts cannot be reengaged

c

To determine which criteria are used by consumer in a specific product decision, the marketing researcher can utilize which two methods of measurement? a. primary and secondary b. manifest and latent c. direct and indirect d. immediate and delayed e. nominal and interval

unawareness set

To which set do alternatives the consumer does not know about belong?

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

True

Consumers might experience guilt by the use of a product or a service.

True

Disposition of the product or the product's container may occur before, during, or after product use.

True

Firms need to satisfy consumer expectations by creating reasonable expectations through promotional efforts and maintaining consistent quality so those expectations are fulfilled.

True

For many products and services, there are wide variations in profitability across customers.

True

If a customer is dissatisfied with a company's product, the company would prefer that he or she complains to the company.

True

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?

Which of the following is NOT a key decision for retailers considering price advertising? A) How large a discount to use? B) Should a reference price be used? C) What verbal statements should be used? D) What is the cost of the item compared to the total media cost? E) None of the above are key decisions.

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

limited decision making

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. A) automatic decision making B) limited decision making C) nominal decision making D) extended decision making E) truncated decision making

b

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? a. conjunctive b. disjunctive c. lexicographic d. elimination-by-aspects e. compensatory

a

Which decision rule establishes minimum required performance standards for each evaluative criterion and selects the first or all brands that meet or exceed these minimum standards? a. conjunctive b. disjunctive c. lexicographic d. elimination-by-aspects e. compensatory

c

Which decision rule requires the consumer to rank the criteria in order of importance, and then the consumer selects the brand that performs best on the most important attribute? a. conjunctive b. disjunctive c. lexicographic d. elimination-by-aspects e. compensatory

d

Which decision rule requires the consumer to rank the evaluative criteria in terms of their importance and to establish a cutoff point for each criterion, and all brands are first considered on the most important criterion, the second most important, and so on until only one brand remains? a. conjunctive b. disjunctive c. lexicographic d. elimination-by-aspects e. compensatory

e

Which decision rule states that the brand that rates highest on the sum of the consumer's judgements of the relevant criteria will be chosen? a. conjunctive b. disjunctive c. lexicographic d. elimination-by-aspects e. compensatory

Household income

Which demographic characteristic describes the greatest percentage of U.S. adult Internet users? A) Women B) Black, non-Hispanic C) 65+ years of age D) Household income of $75,000+ E) Rural

age, income, education

Which demographic factors still have the most influence on U.S. adult Internet usage?

c

Which indirect measurement techniques used to determine consumers' evaluative criteria allow the respondent to indicate the criteria someone else might use? a. tangible b. intangible c. projective techniques d. perceptual mapping e. conjoint analysis

low involvement learning

Which information source is NOT actively acquired by consumers? A) past searches B) personal experience C) low-involvement learning D) independent groups E) marketer information

preference strategy and acceptance strategy

Which marketing strategies are appropriate for extended decision making?

preference strategy and acceptance strategy

Which marketing strategies are appropriate for extended decision making? A) maintenance strategy and disrupt strategy B) capture strategy and intercept strategy C) preference strategy and acceptance strategy D) maintenance strategy and intercept strategy E) capture strategy and acceptance strategy

capture strategy and intercept strategy

Which marketing strategies are appropriate for limited decision making?

capture strategy and intercept strategy

Which marketing strategies are appropriate for limited decision making? A) maintenance strategy and disrupt strategy B) capture strategy and intercept strategy C) preference strategy and acceptance strategy D) maintenance strategy and intercept strategy E) capture strategy and acceptance strategy

maintenance strategy and disrupt strategy

Which marketing strategies are appropriate for nominal decision making?

maintenance strategy and disrupt strategy

Which marketing strategies are appropriate for nominal decision making? A) maintenance strategy and disrupt strategy B) capture strategy and intercept strategy C) preference strategy and acceptance strategy D) maintenance strategy and intercept strategy E) capture strategy and acceptance strategy

disrupt strategy

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

disrupt strategy

Which marketing strategy is appropriate if the brand is not part of consumers' evoked sets? A) disrupt strategy B) maintenance strategy C) capture strategy D) preference strategy E) all of the above

disrupt strategy

Which marketing strategy is appropriate if the brand is not part of the evoked set and the target market engages in nominal decision making?

acceptance strategy

Which marketing strategy is similar to preference strategy but is complicated by the fact that the target market is not seeking information about the brand?

a

Which measurement method involves asking consumers what criteria they use in a particular purchase or, in a focus group setting, nothing what consumers say about products and their attributes? a. direct b. indirect c. projective d. perceptual mapping e. word association

b

Which measurement technique used to assess consumers' evaluative criteria assumes consumers will not or cannot state their evaluative criteria? a. direct b. indirect c. primary d. secondary e. differential

d

Which of the following affects how important various criteria are for consumers? a. usage situation b. competitive context c. advertising effects d. all of the above e. none of the above

d

Which of the following are indirect measurement techniques used to determine consumers' evaluative criteria? a. conjoint analysis and factor analysis b. factor analysis and regression analysis c. regression analysis and perceptual mapping d. projective techniques and perceptual mapping e. projective technique and regression analysis

a

Which of the following does NOT influence the evaluation of alternative on each criterion? a. decision rules applied b. evaluative criteria c. importance of criteria d. alternative considered e. all of the above influence the evaluation of alternatives on each criterion

all of the above

Which of the following factors influences the expected benefits and perceived costs of search? A) market characteristics B) product characteristics C) consumer characteristics D) situation characteristics E) all of the above

search engine optimization

Which of the following involves techniques designed to ensure that a company's Web pages appear high on an Internet search result list? A) market segmentation B) search engine optimization C) spam D) blogging E) behavioral targeting

a

Which of the following is NOT a major issue marketers must deal with concerning the Internet's role in information search and decision making? A) How can they get more consumers to use the Internet instead of seeking information from salespeople? B) How can they drive their information to consumers? C) How can they drive consumers to their information? D) How (if at all) can online selling be utilized or integrated with existing channels? E) all of the above are major issues marketers must deal with

e

Which of the following is NOT a research finding regarding the Internet as an information source? A) Online information is expected. B) Online information boosts offline sales. C) Online sources are viewed as valuable. D) Online sources reduce a salesperson's role. E) Over 90% of Americans use the Internet to research a product/service before buying it.

purchase set

Which of the following is NOT a subcategory of the awareness set? A) evoked set B) purchase set C) inert set D) inept set E) all of the above are subcategories of the awareness set

c

Which of the following is NOT a type of consumer choice process? a. affective choice b. attitude-based choice c. rational choice d. a and b e. all of the above are types of consumer choice processes

e

Which of the following is a decision rule used by consumers? a. conjunctive b. disjunctive c. lexicographic d. compensatory e. all of the above

e

Which of the following is a noncompensatory decision rule? a. conjunctive b. disjunctive c. lexicographic d. elimination-by-aspects e. all of the above

all of the above

Which of the following is a primary source of information available to consumers? A) memory B) personal sources C) independent sources D) marketing sources E) all of the above

e

Which of the following is a type of consumer choice process? a. affective choice b. attitude-based choice c. attribute-based choice d. a and b e. a, b, and c

b

Which of the following is an example of a federal law passed to facilitate direct comparisons among alternatives? a. Telephone Consumer Protection Act b. Truth-in-Lending law c. Federal Trade Commission Act d. Wheeler-Lea Amendment e. Just Noticeable Difference law

How can they get more consumers to use the Internet instead of seeking information from salespeople?

Which of the following is not a major issue marketer must deal with concerning the Internet's role in information search and decision making?

Roughly 30% of American adults use a search engine to research a product/service before buying it online.

Which of the following is not a research finding regarding the Internet as an information source?

evaluation set

Which of the following is not a subcategory of the awareness set?

e

Which of the following is often used as a surrogate indicator of quality? a. price b. advertising intensity c. warranties d. country of origin e. all of the above

temporal persepective

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

temporal perspective

Which of the following is probably the most important situational variable with respect to search behavior? A) temporal perspective B) task definition C) physical surroundings D) antecedent state E) social surrounding

c

Which of the following is the most common method of direct measurement of the relative importance of consumers' evaluative criteria? a. rank ordering scales b. semantic differential scales c. constant sum scales d. Likert scales e. nominal scales

d

Which of the following is the most popular indirect measurement approach to measuring the relative importance of consumers' evaluative criteria? a. perceptual mapping b. regression analysis c. factor analysis d. conjoint analysis e. cluster analysis

b

Which of the following is the most widely used technique for measuring consumers' judgements of brand performance on specific attributes? a. rank ordering scales b. semantic differential scales c. constant sum scales d. Likert scales e. nominal scales

all of the above

Which of the following is true regarding the Internet as a source of information? A) Online information is expected. B) Online information boosts offline sales. C) Online sources are viewed as valuable. D) Online sources reduce a salesperson's role. E) all of the above

a

Which of the following motives are most likely in affective choices? a. consummatory motives b. primary motives c. affective motives d. immediate motives e. instrumental motives

C

Which of the following statements is FALSE regarding appropriate alternatives? A) An evoked set is those brands or products one will evaluate for the solution of a particular consumer problem. B) The brand found completely unworthy of further consideration is a member of the inept set. C) Marketing strategy that focuses only on creating awareness is adequate. D) Brands for which a consumer is aware of but basically indifferent toward compose that consumer's inert set. E) Alternatives the consumer does not know about compose the unawareness set.

B

Which of the following statements is FALSE regarding information search? A) Consumers continually recognize problems and opportunities, so internal and external searches for information to solve these problems are ongoing processes. B) Searching for information is free. C) Information search involves mental as well as physical activities that consumers must perform. D) The benefits of information search often outweigh the cost of search. E) Consumers acquire a substantial amount of relevant information without deliberate search.

Marketing strategy that focuses only on creating awareness is adequate

Which of the following statements is false regarding appropriate alternatives?

searching for information is free

Which of the following statements is false regarding information search?

c

Which of the following statements is true regarding consumer choice processes? a. Attitude-based choices require the knowledge of specific attributes at the time the choice is made. b. The greater the motivation to make an optimal decision, the more likely an attitude-based choice will be made. c. Motivation, information availability, and situational factors interact to determine the likelihood that attitude-based choices are made. d. Consumers do not use attitude-based choices for important products. e. Attitude-based choices require the comparison of each specific attribute across all brands considered.

a

Which of the following tends to be more holistic in nature, and the brand is not decomposed into distinct components that are evaluated separately from the whole? a. affective choice b. attitude-based choice c. rational choice d. attribute-based choice e. instrumental choice

marketing sources

Which source of information includes inspection or product trial? A) memory B) personal sources C) independent sources D) marketing sources E) experiential sources

b

Which type of consumer choice process involves the use of general attitudes, summary impressions, intuitions, or heuristics, and no attribute-by-attribute comparisons are made at the time of choice? a. affective choice b. attitude-based choice c. rational choice d. attribute-based choice e. instrumental choice

d

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? a. affective choice b. attitude-based choice c. rational choice d. attribute-based choice e. instrumental choice

a

Which type of motives activates behaviors designed to achieve a second goal? a. instrumental motives b. affective motives c. cognitive motives d. consummatory motives e. personal motives

d

Which type of motives underlie behaviors that are intrinsically rewarding to the individual involved? a. instrumental motives b. affective motives c. cognitive motives d. consummatory motives e. personal motives

external search

Which type of search can involve independent sources, personal sources, marketer-based information, and product experience? A) internal search B) external search C) primary search D) secondary search E) evoked search

c

Which type of test enables the marketer to evaluate the functional characteristics of the product and to determine if an advantage over a particular competitor has been obtained without the contaminating, or halo, effects of the brand name or the firm's reputation? a. surrogate tests b. generic tests c. blind tests d. primary tests e. perceptual tests

c

Which type of test is one in which the consumer is not aware of the product's brand name? a. surrogate tests b. generic tests c. blind tests d. primary tests e. perceptual tests

d

With the information provided by perceptual mapping the marketer can determine all of the following EXCEPT _____. a. how the position of brands changes in response to marketing efforts b. how different brands are positioned according to evaluative criteria c. how to position new brands using evaluative criteria d. how consumers will trade one evaluative criteria for another e. all of the above

Behavioral targeting

_____ involves tracking consumer click patterns on a Web site and using that information to decide on banner ad placement. A) Clickthrough targeting B) Search engine optimization C) Bot software D) Behavioral targeting E) Spam

a

_____ requires knowledge of specific attributes and involves attribute-by-attribute comparisons across brands. a. attribute-based choice b. simultaneous choice c. sequential choice d. attitude-based choice e. none of the above

Amy is shopping for a dress to wear to a formal dance. She tried on several dresses, not even noticing the price of each. After about two hours of this, she tried one on and exclaimed, "This is it!" That particular dress was the one that she thought made her look fabulous, so she bought it. Which type of choice did Amy use to select this dress? A. affective choice B. attitude-based choice C. rational choice D. attribute-based choice E. instrumental choice

a

Andrew is considering the purchase of a portable DVD player. He is comparing alternatives on the basis of screen size, battery life, and price. Andrew is using which type of evaluative criteria? A. tangible B. intangible C. primary D. secondary E. instrumental

a

Cost and performance features are examples of which type of evaluative criteria? A. tangible B. intangible C. primary D. secondary E. instrumental

a

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? A. instrumental motive B. affective motive C. cognitive motive D. consummatory motive E. personal motive

a

Selecting the optimal alternative, minimizing the decision effort, and maximizing the ease with which a decision can be justified are examples of consumer _____. A. metagoals B. rational goals C. evoked goals D. affective goals E. primary goals

a

The fact that consumers have limited capacity for processing information is referred to as _____. A. bounded rationality B. instrumental capacity C. cognitive capacity D. cognitive dissonance E. all of the above

a

Which measurement method involves asking consumers what criteria they use in a particular purchase or, in a focus group setting, noting what consumers say about products and their attributes? A. direct B. indirect C. projective D. perceptual mapping E. word association

a

Which of the following does NOT influence the evaluation of alternatives on each criterion? A. decision rules applied B. evaluative criteria C. importance of criteria D. alternatives considered E. All of the above influence the evaluation of alternatives on each criterion.

a

Which of the following motives are most likely in affective choices? A. consummatory motives B. primary motives C. affective motives D. immediate motives E. instrumental motives

a

Which of the following tends to be more holistic in nature, and the brand is not decomposed into distinct components that are evaluated separately from the whole? A. affective choice B. attitude-based choice C. rational choice D. attribute-based choice E. instrumental choice

a

Which type of motives activates behaviors designed to achieve a second goal? A. instrumental motives B. affective motives C. cognitive motives D. consummatory motives E. personal motives

a

Attribute-based choice requires _____.

a and b

Online shopping services, such as PriceGrabber.com assist consumers _____.

a and b

The top two barriers to Internet shopping are ______.

a and b

Which of the following is NOT an online shopper segment?

adventurous explorers

Amy is shopping for a dress to wear to a formal dance. She tried on several dresses, not even noticing the price of each. After about two hours of this, she tried one on and exclaimed, "This is it!" That particular dress was the one that she thought made her look fabulous, so she bought it. Which type of choice did Amy use to select this dress?

affective choice

Dawn and her two daughters went to see Pride & Prejudice at the movie theater. They all loved the movie and came out saying "we're so glad she married Mr. Darcy!" This movie provided them with _____.

affective performance

The emotional response that owning or using the product or outlet provides is known as _____.

affective performance

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?

all of the above

Approaches to reduce online privacy concerns include

all of the above

Financial cost, time cost, and effort cost are examples of

all of the above

Omni-channel shoppers

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 _____.

all of the above

The "Merchandise" dimension of store image includes _____.

all of the above

The NFL is able to customize their newsletter by _____.

all of the above

The probability of a consumer experiencing postpurchase dissonance, as well as the magnitude of such dissonance, is a function of which of the following?

all of the above

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

all of the above

The top categories of online spending include

all of the above

Which of the following affects consumers' retail outlet selection?

all of the above

Which of the following affects consumers' retail outlet selection? A) outlet image B) retailer brands C) retail advertising D) outlet location and size E) all of the above

all of the above

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

all of the above

Before a marketing manager or a public policy decision maker can develop a sound strategy to affect consumer decisions, he or she must determine all EXCEPT which of the following?

all of the above must be determined

Which of the following is NOT a reason consumers gave for why they don't like shopping in stores?

all of the above were reasons why consumers don't like shopping in stores

Thelma and Louise look forward to Saturday morning when they can drive to their local diner and have breakfast. They laugh at people who spend their weekends at the mall shopping. To which shopping orientation do Thelma and Louise belong?

apathetic shoppers

Which of the following is a segment of consumers indifferent to shopping?

apathetic shoppers

Bobbie bought a Dell computer because her brother has one, and he seems to be satisfied with it. She did not compare any other computers when making this choice. Which type of choice process did Bobbie use?

attitude-based choice

Which type of consumer choice process involves the use of general attitudes, summary impressions, intuitions, or heuristics, and no attribute-by-attribute comparisons are made at the time of choice?

attitude-based choice

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

brand loyalty

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

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

A metagoal refers to _____. A. the overall amount of energy devoted to any given purchase B. the general nature of the outcome being sought C. the conscious thinking of all decision processes D. using nonfinancial criteria to make purchase decisions E. none of the above

b

Bobbie bought a Dell computer because her brother has one, and he seems to be satisfied with it. She did not compare any other computers when making this choice. Which type of choice process did Bobbie use? A. affective choice B. attitude-based choice C. rational choice D. attribute-based choice E. instrumental choice

b

Samantha is purchasing a new car. She knows she should compare alternatives on the basis of cost and performance features, but she can't help but consider the styling and the color. She also wants a car that will make her look "cool" and feel special when she's driving it. Styling, color, and how the car will make her feel are examples of _____ evaluative criteria. A. tangible B. intangible C. primary D. secondary E. consummatory

b

Style, taste, prestige, feelings generated, and brand image are examples of which type of evaluative criteria? A. tangible B. intangible C. primary D. secondary E. instrumental

b

The two types of evaluative criteria are _____. A. primary and secondary B. tangible and intangible C. manifest and latent D. direct and indirect E. consummatory and instrumental

b

Which measurement technique used to assess consumers' evaluative criteria assumes consumers will not or cannot state their evaluative criteria? A. direct B. indirect C. primary D. secondary E. differential

b

Which type of consumer choice process involves the use of general attitudes, summary impressions, intuitions, or heuristics, as well as no attribute-by-attribute comparisons being made at the time of choice? A. affective choice B. attitude-based choice C. rational choice D. attribute-based choice E. instrumental choice

b

Which of the following is true regarding Internet shopping?

b and c

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

Which type of test enables the marketer to evaluate the functional characteristics of the product and to determine if an advantage over a particular competitor has been obtained without the contaminating, or halo, effects of the brand name or the firm's reputation?

blind tests

Which type of test is one in which the consumer is not aware of the product's brand name

blind tests

A limited capacity for processing information is known as _____.

bounded rationality

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

The fact that consumers have limited capacity for processing information is referred to as _____.

bounded rationality

For which type of firm has research shown that reducing the number of customers who leave by 5 percent resulted in the highest percentage increase in average profits per customer?

branch banks

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

Consumers that exhibit a positively biased behavior toward a specific brand are exhibiting _____.

brand loyalty

Marketing strategies to deal with choice overload include A. increasing the number of product assortments. B. selecting alternatives that have little meaningful differences. C. subscription decision services such as e-tailer Stich Fix. D. increasing the square footage in brick and mortar stores. E. none of the above.

c

To determine which criteria are used by consumers in a specific product decision, the marketing researcher can utilize which two methods of measurement? A. primary and secondary B. manifest and latent C. direct and indirect D. immediate and delayed E. nominal and interval

c

Which indirect measurement techniques used to determine consumers' evaluative criteria allow the respondent to indicate the criteria someone else might use? A. tangible B. intangible C. projective techniques D. perceptual mapping E. conjoint analysis

c

Which of the following is(are) NOT a type of consumer choice process? A. affective choice B. attitude-based choice C. rational choice D. A and B E. All of the above are types of consumer choice processes.

c

Which of the following statements is TRUE regarding consumer choice processes? A. Attitude-based choices require the knowledge of specific attributes at the time the choice is made. B. The greater the motivation to make an optimal decision, the more likely an attitude-based choice will be made. C.Motivation, information availability, and situational factors interact to determine the likelihood that attitude-based choices are made. D. Consumers do not use attitude-based choices for important products. E. Attitude-based choices require the comparison of each specific attribute across all brands considered.

c

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

c and d

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

Which of the following means that the consumer is enthusiastic about a particular brand and is somewhat immune to actions by competitors?

commitment

George has used the same company for his car and home insurance for over 20 years. Any claim he has made has been handled fairly and quickly. A major hurricane came through his area causing many individuals, including George, and business owners to lose everything. While he was hearing about so many insurance claim nightmares, he knew his company would come through because he trusts this company. George is an example of a _____.

committed customer

Which type of customer has an emotional attachment to the brand or firm?

committed customer

Joanne is considering the purchase of a microwave oven and has four evaluative criteria. For each criterion, she has attached an importance weight ("W"), and each brand is evaluated on its performance on that criterion ("B"). Then a rating is calculated by summing the product of the B's and W's on a criterion for each brand, and the brand with the highest overall rating is chosen. Which type of decision rule is Joanne using?

compensatory

The multiattribute model is which type of decision rule?

compensatory

Which decision rule states that the brand that rates highest on the sum of the consumer's judgments of the relevant criteria will be chosen?

compensatory

Which of the following is NOT a decision rule used by consumers?

conjoint

Jamie was participating in a market research study regarding computers when he was presented with 24 different computers that varied on four criteria. He was asked to rank all 24 descriptions in terms of his preference for those combinations of features. Which approach to assess the relative importance Jamie places on evaluative criteria was this research using?

conjoint analysis

Which of the following is the most popular indirect measurement approach to measuring the relative importance of consumers' evaluative criteria?

conjoint analysis

n 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

Conrad is considering the purchase of a laptop computer. He has decided that he will not spend more than $1200, the computer must weigh no more than 4 pounds, and battery life must last at least 4 hours. He has similar minimum requirements for a few other criteria he is using to evaluate alternatives. If an alternative does not meet ALL of these minimum requirements, he will not consider it further. Which decision rule is Conrad using?

conjunctive

Which decision rule establishes minimum required performance standards for each evaluative criterion and selects the first or all brands that meet or exceed these minimum standards?

conjunctive

Which of the following is the most common method of direct measurement of the relative importance of consumers' evaluative criteria?

constant sum scales

Jon purchased an antique watch on eBay from another consumer. Which type of sale is this known as?

consumer-to-consumer sale

Which type of sale occurs when one consumer sells a product directly to another with or without the assistance of a commercial intermediary?

consumer-to-consumer sale

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

consummatory motive

Negative emotions or guilt feelings aroused by the use of a product or a service are referred to as _____.

consumption guilt

Rebecca is a single woman in her 40s. She sold her Honda Civic and bought an Acura CSX, which is considerably more expensive. She was going to her brother's house with her mother, and she asked her mother to drive in her car instead of Rebecca's new one. She didn't want her brother to see that she had purchased an expensive car for herself. Rebecca was experiencing _____.

consumption guilt

Which of the following is the major reason consumers give for shopping online?

convenience

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 factors is the MOST likely reason consumers change providers of a service?

core service failure

Hunter purchased a new computer, and he started thinking about what it would be like if he had purchased the other brand that he was considering seriously. He purchased a Dell, but he kept thinking that if he had only spent a little more and purchased the IBM, he might not be experiencing some of the problems that he is (i.e., computer "freezing up"). Which of the following is Hunter engaging in?

counterfactual thinking

Which of the following refers to imagining the outcome if a different decision had been made in the past?

counterfactual thinking

Every time Hannah buys a sandwich at Subway, she gets a stamp on a card. Once she has 10 stamps, she'll get a free sandwich. This is an example of a(n) _____.

customer loyalty program

Attribute-based choice requires _____. A. the knowledge of specific attributes at the time the choice is made B. attribute-by-attribute comparisons across brands C. summary impressions D. A and B E. all of the above

d

Before a marketing manager or a public policy decision maker can develop a sound strategy to affect consumer decisions, he or she must determine all EXCEPT which of the following? A. which evaluative criteria are used by the consumer B. how the consumer perceives the various alternatives on each criterion C. the relative importance of each criterion D. all of the above E. none of the above

d

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? A. affective choice B. attitude-based choice C. rational choice D. attribute-based choice E. instrumental choice

d

Pamela likes to sew because it relaxes her. To her, it's like therapy. For Pamela, sewing represents which type of motive? A. instrumental motive B. affective motive C. cognitive motive D. consummatory motive E. personal motive

d

Which of the following are indirect measurement techniques used to determine consumers' evaluative criteria? A. conjoint analysis and factor analysis B. factor analysis and regression analysis C. regression analysis and perceptual mapping D. projective techniques and perceptual mapping E. projective techniques and regression analysis

d

Which type of consumer choice process requires the knowledge of specific attributes at the time the choice is made and involves attribute-by-attribute comparisons across brands? A. affective choice B. attitude-based choice C. rational choice D. attribute-based choice E. instrumental choice

d

Which type of motives underlie behaviors that are intrinsically rewarding to the individual involved? A. instrumental motives B. affective motives C. cognitive motives D. consummatory motives E. personal motives

d

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

decision rules applied

In order for online retailers to convert website visitors to buyers they must

design appropriate landing pages

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 measurement method involves asking consumers what criteria they use in a particular purchase or, in a focus group setting, noting what consumers say about products and their attributes?

direct

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 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

Carl and his family purchased a new home, and the builder left half empty paint cans in the garage. Carl doesn't know what to do with them because he cannot put them out in the regular trash. Carl is concerned with which of the following with regard to the paint?

disposition

A brand whose perceived performance falls below expectations generally produces _____.

dissatisfaction

Before a marketing manager or public policy decision maker can develop a sound strategy to affect consumer decisions, he or she must determine _____. A. which evaluative criteria are used by the consumer B. how the consumer perceives the various alternatives on each criterion C. the relative importance of each criterion D. A and B E. A, B, and C

e

Evaluative criteria can differ on which of the following? A. type B. number C. importance D. A and B E. A, B, and

e

Rational choice theory implicitly or explicitly assumes a number of things about consumer choice that are often not true, such as _____. A. consumers seek one optimal solution to a problem and choose on that basis B. consumers have the skill and motivation to find the optimal choice C.the optimal solution does not change as a function of situational factors such as time pressure, task definition, or competitive context D. A and C E. all of the above

e

When experiencing choice overload, consumers may A. respond with "analysis paralysis" and make no decision. B. use heuristics to make a decision. C. end up feeling dissatisfied with their choice. D. blame themselves for making a bad choice. E. all of the above.

e

Which of the following is(are) a type of consumer choice process? A. affective choice B. attitude-based choice C. attribute-based choice D. A and B E. A, B, and C

e

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

Miles is considering the purchase of a new car. Price is the most important criterion for him, and he will only consider those models that do not exceed $20,000. Since several models satisfy this criterion, he then considers how each alternative performs with respect to gas mileage, and he will not consider any that get less than 20 miles per gallon in the city. Which decision rule is Miles using?

elimination-by-aspects

Which decision rule requires the consumer to rank the evaluative criteria in terms of their importance and to establish a cutoff point for each criterion, and all brands are first considered on the most important criterion, the second most important, and so on until only one brand remains?

elimination-by-aspects

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 various dimensions, features, or benefits consumers look for in response to a specific problem are called _____.

evaluative criteria

Todd owns a discount sporting goods store, and several of the items in his store have a manufacturer's suggested retail price (MSRP) above Todd's lower price. Todd is using the MSRP as a(n) _____.

external reference price

Which type of reference price is presented by a marketer for the consumer to use to compare with the current price?

external reference price

Firms with a limited reputation sometimes do which of the following with a reputable firm so as to gain from the quality associated with the known brand?

form brand alliances

Savannah works at the front desk at a Marriott Hotel. If a guest has a complaint, she is empowered to make amends up to a certain amount without her supervisor's approval. Savannah is known as a _____.

front-line employee

Employees who deal directly with consumers are known as _____.

front-line employees

To combat the problem of returns when items don't fit as intended, mybestfit has developed a _____.

full-body scanner that collects full body measurements in 10 seconds

What is the key to success of store brands?

high quality at a reasonable

What is the key to success of store brands?

high quality at a reasonable price

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

For which product is no disposition involved?

ice cream cone

Consumers acquiring product through mail, telephone, or computer orders is referred to as _____.

in-home shopping

Jane was looking through the Pottery Barn catalog and saw some lamps she liked. Instead of calling the toll-free number to purchase the lamps, she went to Pottery Barn's website and ordered them. This is an example of _____.

in-home shopping

Kimberly loves the ham and turkey from the Heavenly Ham store. There is only one store in her town, though, and it is pretty far away. She goes that direction on Saturdays for her daughter's music lesson, but by the time it's over and she's heading home, the store is already closed. Sometimes she brings a cooler and stops there before her daughter's lesson, but most of the time she forgets to bring the cooler. She usually ends up buying lunch meat at the grocery deli. Which reason for changing providers does this represent?

inconvenience

Leon is concerned with the reliability and durability of laptop computers he is considering purchasing. This represents which dimension of product performance?

instrumental

Which dimension of product performance relates to the physical functioning of the product?

instrumental

What are the two dimensions to performance for products?

instrumental and symbolic

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

Which type of motives activates behaviors designed to achieve a second goal?

instrumental motives

Samantha is purchasing a new car. She knows she should compare alternatives on the basis of cost and performance features, but she can't help but consider the styling and the color. She also wants a car that will make her look "cool" and feel special when she's driving it. Styling, color, and how the car will make her feel are examples of _____ evaluative criteria.

intangible

Which of the following are types of reference prices?

internal and external

Neil is considering the purchase of a 4-wheeler ATV. He visited a distributor to look at different models, and when he looked at prices he compared them with a price his brother told him he paid for an ATV. The price Neil retrieves from memory is known as a(n) _____.

internal reference price

Which type of reference price or price range does a consumer retrieve from memory to compare with a price in the market?

internal reference price

Renee has been going to the same dentist for years. However, her employer changed her dental insurance plan, and her dentist was not part of the plan. She had to switch to an approved dentist. Which reason for changing providers does this represent?

involuntary switching

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

just noticeable difference

Paul's grandchildren gave him a computer for Christmas, but he seldom uses it to shop. He only goes to the grocery store to restock his pantry once a month. In which online shopping segment does Paul belong?

just the essentials

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

just the essentials

MVM (My Virtual Model) helps consumers shopping online overcome which barrier?

lack of touch

All other things being equal, consumers tend to prefer _____.

larger retail outlets over smaller outlets

Which of the following components represent the service dimension of a store's image?

layaway

Jessica and Marty know how to shop online, but they prefer to go to the mall where they meet their friends for coffee in the food court. Jessica and Marty represent which online shopper segment?

mall maniacs

Which online shopping segment found by Experian is less likely than average to have bought online in the past 12 months, and enjoys shopping?

mall maniacs

Rebecca is opening a women's shoe store. She is carefully considering the quality, selection, style, and price that she wants for her store. Which dimension of store image is she concerned with?

merchandise

Which dimension of store image consists of quality, selection, style, and price components?

merchandise

Selecting the optimal alternative, minimizing the decision effort, and maximizing the ease with which a decision can be justified are examples of consumer _____.

metagoals

Consumers who browse and/or purchase in more than one channel are known as _____.

multi-channel shoppers

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

nonsatisfaction

Kristen purchased a chair and ottoman from a national chain furniture store. After only six months, the fabric started to fade and tear in some spots. While she didn't spend much money on this chair, she did expect it to last longer than that. Kristen most likely experienced _____.

nonsatisfaction

Rod wasn't expecting much from the painters that came to his house. True to form, they did not do a good job and confirmed his low-performance expectations. Rod is most likely experiencing _____.

nonsatisfaction

Which of the following is NOT a factor affecting consumers' retail outlet selection?

number of levels of distribution

Shoppers who browse and/or purchase in more than one channel simultaneously are known as _____.

omni-channel shoppers

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 shoppers

Which of the following barriers to online purchasing is related to consumer fears regarding how personal information about them that is gathered online might be used?

online privacy concerns

Greg is a carpenter and his wife, Marsha, is a second grade teacher. They use their computer to keep in touch with their children, and rarely shop online. In which online shopping segment do they belong?

original traditionalists

A technique that requires consumers to judge the similarity of alternative brands is _____.

perceptual mapping

Gail was participating in a market research study, and she was given 20 pairs of brands of shampoo and asked to indicate which pair is most similar, which is second most similar, and so forth until all pairs were ranked. Which type of indirect measurement technique used to assess Gail's evaluative criteria does this represent?

perceptual mapping

Tylenol, which is an analgesic known as acetaminophen, warns in some of its advertising that consumers should read labels carefully because several other types of medications include acetaminophen (e.g., Tylenol Sinus) and consumers could overdose on this medicine and potentially suffer liver damage. Which type of cost is associated with this risk?

physical cost

Wendy was describing to her friend what the American Girl store is Chicago is like. She was telling her about all the different rooms that were in the store, such as a room for each doll (e.g., Bitty Baby, Felicity, Kit, etc.), a room for furniture, a room for girl-sized clothing that matched the dolls' clothing, the tea room, and the auditorium where she saw a stage show. Which dimension of store image was Wendy describing?

physical facilities

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 _____.

postpurchase dissonance

Connie just purchased her first new car, and she's actually feeling a little bad about it. She's concerned about how much money she spent and how long she will be making car payments. She's not sure she made the right choice, either. She liked another car a little better, but ended up purchasing another model. Connie is experiencing _____.

postpurchase dissonance

Doubt or anxiety regarding a purchase a consumer has made is known as _____.

postpurchase dissonance

Bob wants to purchase a big screen television, but he's reluctant because he tells himself that "If I buy it now, then the price will drop and I'll regret not waiting longer." Bob is engaging in _____.

prefactual thinking

Which of the following refers to imagining different outcomes before a decision is made?

prefactual thinking

Which of the following is NOT an alternative if a consumer decides to retain a product's package?

recycle it

A price with which other prices are compared is known as a(n) _____.

reference price

Leslie loves to shop at T.J. Maxx and feels she is saving a lot of money because the price tags usually have the manufacturer's suggested retail price (MSRP) listed and crossed off and the T.J. Maxx price below much lower. The MSRP is being used as a _____.

reference price

When a retailer represents a price as "regularly $15.99, now $9.99," the $15.99 is called the _____.

reference price

An attempt to develop an ongoing, expanding exchange relationship with a firm's customers is called _____.

relationship marketing

Marketing efforts focused on a firm's current customers are generally termed _____.

relationship marketing

Marriott Rewards customers earn points whenever they stay at any Marriott property. Louis is in this program, and he travels quite a bit because he works in sales. He usually stays at a Courtyard by Marriott, and when he walks into the lobby there is a sign by the desk welcoming him by name as well as other Marriott Rewards customers who might be staying there. This ongoing relationship between Louis and Marriott is an example of _____.

relationship marketing

Unplanned purchases are further subdivided into which two categories?

reminder and impulse

Kevin buys the same brand of clothing all the time. He continues to buy it because it fits him well and the price is right, but he does not have an emotional attachment to it. Kevin is an example of a(n) _____.

repeat purchaser

The trustworthiness dimension of an online retailer's image is represented by which components?

reputation, information safety and security

Simon was dissatisfied with the meal and service he received at a restaurant, so he complained. The manager came out and was arrogant to Simon, and Simon felt like he was trying to blame him for the bad experience he had by saying he was too picky. Simon vowed never to eat at that restaurant again. Which reason for changing providers does this represent?

responses to service failures

Which model is used to calculate the level of store attraction based on store size and distance from the consumer?

retail attraction model

Jim is trying to determine the level of his store's attraction by using the square footage as a measure of breadth of merchandise and the distance to the store from different geographic areas. Which model is he using?

retail gravitation model

The retail attraction model is also called the _____.

retail gravitation model

The retail attraction model is also called the _____. A) retail gravitation model B) retail dispersion model C) retail composition model D) retail network model E) retail concentration model

retail gravitation model

Any source of products or services for consumers is referred to as a _____.

retail outlet

Any source of products or services for consumers is referred to as a _____. A) retail outlet B) contact point C) transaction point D) distribution outlet E) channel outlet

retail outlet

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

salespeople and poorly informed

Jose and his family, all Mexican by birth, went to dine at a new Mexican restaurant in Houston, which is home to many outstanding Mexican restaurants. They were expecting authentic Mexican food, and they got it. They most likely experienced _____.

satisfaction

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

socks

Purchase of which product typically represents low social risk and low economic risk for consumers? A) deodorant B) automobile C) socks D) auto repairs E) hair cut/style

socks

Which of the following is NOT a type of cost associated with perceived risk?

spatial cost

Harriet is very frugal, so she regularly combs the grocery ads looking for bargains. Usually she'll go to a particular store just to buy an advertised item, but sometimes she purchases other items that were not advertised as well. The purchase of the unadvertised items represent which type of sales?

spillover sales

Sales of additional items to customers who came to purchase an advertised item are referred to as _____.

spillover sales

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

Which online shopping segment found by Experian is younger, heavily female, and sees shopping as fun?

status strivers

A retailer being temporarily out of a particular brand is called _____.

stockouts

A retailer being temporarily out of a particular brand is called _____. A) whiteouts B) blackouts C) stockouts D) shortage E) shrinkage

stockouts

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

store brands

Kelly likes to shop at Target. She really likes the Archer Farms brands with the rooster on the label, which is one of Target's own brands and can only be purchased there. These types of brands are known as _____.

store brands

A given consumer's or target market's perception of all the attributes associated with a retail outlet is generally referred to as the _____.

store image

A given consumer's or target market's perception of all the attributes associated with a retail outlet is generally referred to as the _____. A) store atmosphere B) servicescape C) store image D) store ambiance E) store personality

store image

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

stringent product liability laws

Sam is a retiree with considerable resources, so he doesn't really spend much time on purchase decisions. His belief is that the most expensive brand is probably also the best in terms of quality. Sam uses price as a _____ indicator of quality.

surrogate

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

surrogate indicator

Sandy uses online banking, and her bank charges her $4.99 per month. However, she has seen ads for a competing bank offering free online banking services. She'd like to switch, but she realized that it might be difficult to do since she has several of her bill payments set up as automatic debits. The cost of changing to another bank represent Sandy's _____.

switching costs

The costs of finding, evaluating, and adopting another solution are known as _____.

switching costs

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

Which dimension of product performance relates to aesthetic or image-enhancement performance?

symbolic

Andrew is considering the purchase of a portable DVD player. He is comparing alternatives on the basis of screen size, battery life, and price. Andrew is using which type of evaluative criteria?

tangible

Cost and performance features are examples of which type of evaluative criteria?

tangible

The two types of evaluative criteria are _____.

tangible and intangible

Sherri pulled up to the drive-up ATM at her bank. She put her card in, and it came right back out. On the screen was a message that the machine was not operational. Sherri was not happy. Which incident type with respect to self-service technologies does this represent?

technology failure

Which of the following is an ambient condition related to store atmosphere? A) customer characteristics B) symbols C) layout D) temperature E) furnishings

temperature

Sensory discrimination is _____.

the ability of an individual to distinguish between similar stimuli

A metagoal refers to _____.

the general nature of the outcome

Which disposition alternative is the most widely used by consumers?

throw away

Lori purchased new tires for her car, and she can bring it back every 5,000 miles to have the tires rotated free of charge. However, Lori doesn't do it because that would require that she take her car to the shop and either leave it and have someone get her and take her back later or sit and wait for the tires to be rotated. Which type of cost does this represent?

time cost

Purchases made in a retail outlet that are different from those the consumer planned to make prior to entering that retail outlet are called _____.

unplanned purchases

Purchases made in a retail outlet that are different from those the consumer planned to make prior to entering that retail outlet are called _____. A) incremental purchases B) irrational purchases C) unplanned purchases D) emotional purchases E) deviant purchases

unplanned purchases

John can afford the finer things, and often goes to boutiques to make his purchases. He does, however, research brands and prices online before doing so. To which online shopping segment does John belong?

upscale clicks and bricks

Which online shopping segment found by Experian buys in stores and does heavy online research prior to buying?

upscale clicks and bricks

John drinks Schwepps Ginger Ale for dinner as a beverage, while Jack uses it only as a mixer in his cocktails. Which factor that influences the importance of evaluative criteria is this?

usage situation

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

How can firms enhance consumers' control with regard to online privacy concerns?

use "opt in" approach

A consumer using a product in a new way is referred to as _____.

use innovativeness

The external ice cube shoot on Cade's refrigerator door was not working properly. She could hear the ice falling into the shoot, but nothing would come out. She looked inside and realized there was a solid block of ice clogging the shoot, and she couldn't get it loose. Cade decided to use a hair dryer to melt the ice, and it worked. Cade's using a hair dryer in a new way represents _____.

use innovativeness

Hank is seen by others as the go-to if they have questions related to finding good deals on the Internet. He likes to shop online because, to him, it's more fun than going to a store. To which online shopping segment does Hank belong?

virtual shoppers

Which online shopping segments found by Experian is 10 percent more likely on average to have shopped online in the past 12 months looking for good deals?

virtual shoppers

For which product are consumers more willing to travel longer distances to shop for?

wedding dress

For which product are consumers more willing to travel longer distances to shop for? A) toothpaste B) wedding dress C) beer D) laundry detergent E) soft drinks

wedding dress

Ronald is dissatisfied with a product he has bought. What is the first decision Ronald will make with regard to his dissatisfying situation?

whether or not to take any external action

What is the first decision a dissatisfied customer will make?

whether or not to take any external action

Even if a dissatisfied consumer takes no external action, which of the following is likely?

will have a less favorable attitude toward the store or brand