Exam 3 MKG 310 Quizzes

used to increase satisfaction, commitment, and retention of key customers

Customer relationship management (CRM) programs are _____.

show the dollar savings but not the percentage savings

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

All of the above

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?

reacting to problem recognition

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

Non-satisfaction

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

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 _____.

Actual State

Bessie is at the grocery store and is trying to remember some of the things she needs to buy. She is in the cleaning products aisle looking at the floor cleaning products. She's pretty sure she has another bottle left at home, so she doesn't purchase another. Bessie's perception of her current situation regarding this product reflects her ____. nominal decision making

low in product involvement; high in purchase involvement

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 _____.

Brand Loyal Decision

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?

postpurchase dissonance

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 _____.

Direct

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?

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 _____.

Suppressing Problem Recognition

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

inhert 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 _____.

Core service behavior

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?

e-waste

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 _____.

Product Differention

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

Evaluate 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 _____.

All of the Above

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

Conjoint Analysis

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?

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?

Brand loyalty

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

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 _____.

Status Strivers

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?

Activity Analysis

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

Symbolic

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?

Evaluative Criteria

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

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 _____.

Commitment

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 _____.

consummatory motive

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

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

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 o

Socks

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

Intuition

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?

Marketing Sources

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

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

Store Brands

intangible

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

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?

A. quality B. selection C. price D. style -E. all of the above

The "Merchandise" dimension of store image includes _____.

Evoked Set

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

Blindtests

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?

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

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

Human Factors Research

The manager of a bank branch is concerned about the number of mistakes the tellers were making, so he started manipulating different aspects of the environment in the bank to see what effect each has on the tellers' performance. He examined factors such as the lighting, temperature, and the volume of the music playing in the bank. Which approach to problem recognition is this manager using?

A. social cost B. time cost C. effort cost D. physical cost -E. 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?

churn

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

Instrumental and symbolic

What are the two dimensions to performance for products?

Problem Recognition

What is the first stage of the consumer decision process?

Sales people are poorly informed

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

Product Analysis

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

It is early in the product life cycle. The firm has a high percentage of the market. External search after problem recognition is apt to be limited. It is an industry-wide cooperative effort. (All of the Above)

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

Disjunctive

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?

Low-involvement Learning

Which information source is NOT actively acquired by consumers?

usage situation competitive context advertising effects -all of the above

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

internal and external

Which of the following are types of reference prices?

Decision Rules Applied

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

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?

Rational Choice

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

conjunctive disjunctive lexicographic compensatory -all of the above

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

All of the above

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

Customizing the relationship to the individual customer. Pricing in a manner to encourage loyalty. Augmenting the core service or product with extra benefits. Marketing to employees so that they will perform well for customers. (all of the above)

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

Most future growth will come from new users. Annual growth in the number of Internet users is low. -a and c

Which of the following is true regarding Internet shopping?

All of the Above

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

It asks WOM questions

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

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

Which of the following statements is FALSE regarding Internet retailing?

Active and inactive problems do not require different marketing strategies.

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

ALL OF THE ABOVE -Social Cost -Time Cost -Effort Cost -Physical Cost

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

Just the essentials

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

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?

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?

Nominal Decision Making

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

stringent product liability laws

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

how consumers will trade one evaluative criteria for another

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

Price premium

_____ 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.

A metgoal refers to _______

the general nature of the outcome being sought