MAR 4503 Exam 2
Research shows that the most important search-related use of the Internet is
finding information.
If a brand is included in a consumer's evoked set, which marketing strategy is not appropriate?
intercept strategy
Negative emotions or guilt feelings aroused by the use of a product or a service are referred to as
consumption guilt.
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.
All except which of the following nonmarketing factors affect consumers' desired state?
normal depletion
Every time Hannah buys a sandwich at Super Subs, 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.
A brand whose perceived performance falls below expectations generally produces
dissatisfaction.
Disposition of the product or the product's container may occur __________product use.
during, after, and before
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?
market characteristics
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?
generic
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
Factors such as information quality, navigation, price, merchandise availability, purchase process, and order tracking are part of which dimension in online satisfaction and dissatisfaction?
website design and interaction
Before a marketing manager or public policy decision maker can develop a sound strategy to affect consumer decisions, he or she must determine
which evaluative criteria are used by the consumer, how the consumer perceives the various alternatives on each criterion, and the relative importance of each criterion.
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
Freddy is purchasing a new car, and he has decided that gas mileage, price, reliability, and styling are important to him. These attributes represent Freddy's
evaluative criteria.
Nancy usually considers price and quality when she has to make a major purchase, such as an appliance or an automobile. These two features represent Nancy's
evaluative criteria.
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
Which of the following motives are most likely in affective choices?
consummatory motives
The multiattribute model is which type of decision rule?
compensatory
Which nonmarketing factor affects a consumer's desired state?
culture/subculture
Which marketing strategy is appropriate if the brand is not part of consumers' evoked sets?
disrupt strategy
Which of the following factors is the most likely reason consumers change providers of a service?
core service failure
Consumers conducting a generic search in an Internet search engine use which type of terms?
general product-related terms
Friends, family, and others are examples of which source of information?
personal sources
Which of the following drives problem recognition?
the consumer's perception of the actual state
Expenses associated with advertising, establishing a new account, and mailing catalogs are examples of
acquisition costs.
Which demographic factors still have the most influence on U.S. adult Internet usage?
age, income, education
Which marketing strategies are appropriate for limited decision making?
capture strategy and intercept strategy
Very high levels of purchase involvement tend to produce
extended decision making
Which of the following is not an alternative if a consumer decides to retain a product's package?
recycle it
Which problem recognition involves a discrepancy that only one brand can solve?
selective problem recognition
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
Using WD-40 as an additive to fish bait is an example of Group of answer choices
use innovativeness.
The second screen refers to
watching TV while interacting with another mobile device
Which of the following is true regarding word-of-mouth (WOM)?
Consumers trust WOM more than many other sources.
Rational choice theory implicitly or explicitly assumes a number of things about consumer choice that are often not true, such as
All of these choices are correct.
Which of the following is a noncompensatory decision rule?
All of these choices are correct.
Which of the following is often used as a surrogate indicator of quality?
All of these choices are correct.
Which of the following is not a possible outcome once a consumer is satisfied?
All of these choices are possible outcomes.
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? HPDellSamsungPrice452Quality345Ease of Use444
Dell
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.
__________ 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
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? HPSamsungDellPrice443Quality355Ease of Use535
Samsung
Given attribute cutoffs of Price = 5, Quality = 5, and Weight = 4, which of the following would be chosen using the disjunctive decision rule? HPDellSamsungPrice544Quality335Ease of Use331
Samsung and HP would be considered further.
Given the following information, which of the following Blu-Ray DVD players would be chosen using the lexicographic decision rule? PERFORMANCERankCutoff PointSanyoSonyPioneerPrice14454Quality24515Style33425
Sony
Given the following information, which of the following Blu-Ray DVD players would be chosen using the elimination-by-aspects decision rule? PERFORMANCERankCutoff PointSanyoSonyPioneerPrice14354Quality24454Style33553
Sony and Pioneer would be considered further.
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 throwaway society, and consumers are willing to purchase new products without concern for waste.
Which of the following is true regarding postpurchase dissonance?
The easier it is to alter the decision, the more likely postpurchase dissonance will be.
Attribute-based choice requires
The knowledge of specific attributes at the time the choice is made and attribute-by-attribute comparisons across brands
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.
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 an example of a federal law passed to facilitate direct comparisons among alternatives?
Truth In Lending Act
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
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
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
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
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
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
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 type of customer has an emotional attachment to the brand or firm?
committed customer
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(n)
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
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
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 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
Pamela likes to sew because it relaxes her. To her, it's like therapy. For Pamela, sewing represents which type of motive?
consummatory motive
Rebecca is a single woman in her 40s. She sold her Honda Civic and bought an Acura RLX, 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.
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 does not influence the evaluation of alternatives on each criterion?
decision rules applied
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.
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
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
Exploding demand and short product life-spans for high-tech gadgets such as mobile 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 $25,000. 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
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
frontline employee.
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.
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 local grocery deli. Which reason for changing providers does this represent?
inconvenience
Which of the following is not a source of increased customer profitability over time?
increased churn
Which measurement technique used to assess consumers' evaluative criteria assumes consumers will not or cannot state their evaluative criteria?
indirect
Leon is concerned with the reliability and durability of laptop computers he is considering purchasing. This represents which dimension of product performance?
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 and she wants to fit in. For Hannah, which type of motive is most likely underlying her request for that specific brand?
instrumental motive
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 is not a type of consumer choice process?
irrational choice
Selecting the optimal alternative, minimizing the decision effort, and maximizing the ease with which a decision can be justified are examples of consumer
metagoals.
Failure on a given product or service characteristic often has a stronger effect on consumers than success on that same characteristic. This is known as
negativity bias.
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.
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
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.
What is the first stage of the consumer decision process?
problem recognition
Which of the following are indirect measurement techniques used to determine consumers' evaluative criteria?
projective techniques and perceptual mapping
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.
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.
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
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
Service employees that are uncaring, impolite, unresponsive, or unknowledgeable will cause consumers to switch providers for which reason?
service encounter failure
Marketing strategies to deal with choice overload include
subscription decision services such as e-tailer Stich Fix.
Which of the following is not a key element of relationship marketing?
standardize the relationship across customers
Why must manufacturers design products with both the primary purpose and other potential uses in mind?
stringent product liability laws
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 represents Sandy's
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
Andrew is considering the purchase of a portable e-reader. 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
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?
tangible technique
Which disposition alternative is the most widely used by consumers?
throw away
Evaluative criteria can differ on which of the following?
type, number, and importance
The external ice cube chute on Cade's refrigerator door was not working properly. She could hear the ice falling into the chute, but nothing would come out. She looked inside and realized there was a solid block of ice clogging the chute, 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.
What has research revealed regarding consumers' variety-seeking behavior?
Consumers are more likely to become bored on sensory attributes such as taste.
Which of the following statements is false regarding consumer decisions and the consumer decision process?
Consumer decisions are rational and functional; otherwise they do not involve decisions per se.
Which of the following statements is true regarding active and inactive consumer problems?
Active problems require the marketer only to convince consumers that its brand is the superior solution.
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
Actual state
Consumer-to-consumer solutions to "problems they never knew they had" have accelerated due to the rise of
All of these choices are correct
Which of the following statements is false regarding appropriate alternatives?
An evoked set is those brands or products one will evaluate for the solution of a particular consumer problem.
Candace is on a diet and wants to lose 10 pounds. She wants to be thin right now, which represents her
Desired state
Which of the following is not a major issue marketers must deal with concerning the Internet's role in information search and decision making?
How can they get more consumers to use the Internet instead of seeking information from salespeople?
Rudy is a product category manager for a major consumer packaged goods manufacturer. Part of his job requires that he analyze a given product category and logically determine where improvements could be made. Rudy has determined several consumer problems this way. Which of the following best describes how Rudy uncovers consumer problems?
Intuition
Which of the following statements is false regarding problem recognition?
Only when the desired state is greater than the actual state will a problem exist.
Which of the following is not a research finding regarding the Internet as an information source?
Roughly 30% of American adults use a search engine to research a product/service before buying it online.
Which of the following statements is false regarding information search?
Searching for information is free.
A consumer decision requires information on which of the following?
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.
Which of the following is not an appropriate condition to attempt to influence generic problem recognition?
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
a low level of purchase involvement
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?
acceptance strategy
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?
active
What are the types of consumer problems?
active and inactive
Kim was participating in a group discussion centered on the participants' problems encountered while taking care of their hair. Which approach to problem identification is this?
activity analysis
Karl and his wife are considering putting a built-in pool in their backyard. They were discussing who they could get to do it for them, and they realized they knew of five pool contractors in their city. These five pool contractors that they thought of as potential contractors for them represent their
awareness set.
Ben is interested in golf, so he visits several golf-related websites, such as the USGA and the PGA. Unbeknownst to him, his surfing behavior is being tracked, and it's no accident that he receives several banner ads for golf products and destinations. This is called
behavioral targeting.
Which online environment option is a growing source of potential consumer feedback and input?
blogs, Facebook, and Twitter
Brad was out of soft drinks in his dorm room, so he went to the store and purchased Coke. This is the brand he always buys, and he would not even consider purchasing another brand. Which type of nominal decision does this illustrate?
brand loyal decision
Nominal decisions can be broken into which two distinct categories?
brand loyal decisions and repeat purchase decisions
The percentage who click through a banner ad to the corporate website is known as
click-through rate.
Which of the following is not a type of consumer decision making discussed in your text?
complex decision making
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
Which marketing strategy is appropriate if the brand is not part of the evoked set and the target market engages in nominal decision making?
disrupt strategy
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?
emotion research
Which of the following is not a subcategory of the awareness set?
evaluation set
Lane is test driving several models of automobiles to help him decide which one to purchase. Which source of information does this represent?
experiential sources
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?
extended 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?
extended decision making
Which type of consumer decision making involves the evaluation of many attributes and alternatives and employs complex decision rules?
extended decision making
Nathan is purchasing a new computer, so he asks his friends and family for help in selecting one. He also has searched the Internet and visited the Dell, Gateway, and Apple websites and has consulted Consumer Reports. Nathan is conducting which type of information search?
external search
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?
generic problem recognition
Two basic approaches to causing problem recognition are
generic problem recognition and selective problem recognition
Research has shown that most of the online search leading up to a purchase was
generic.
Nominal decision making is sometimes referred to as
habitual decision making
The manager of a bank branch is concerned about the number of mistakes the tellers were making, so he started manipulating different aspects of the environment in the bank to see what effect each has on the tellers' performance. He examined factors such as the lighting, temperature, and the volume of the music playing in the bank. Which approach to problem recognition is this manager using?
human factors research
The Martins' home has potentially unsafe levels of radon, but they have no idea because it is odorless and they have not been feeling any ill effects from it. In fact, several homes have this problem and the owners are not aware of it, and they may never become aware of it unless testing is done. What type of consumer problem is this?
inactive
Jon needed to purchase new tires for his SUV. He consulted Consumer Reports to see how the various brands were rated. Jon consulted which type of information source?
independent sources
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
inept 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 Group of answer choices
inert set.
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
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?
internal search
Marla is bored with her cell phone. She wants to purchase a new one that has cool ring tones and can take pictures and video. 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?
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?
limited decision making
Which type of consumer decision making includes the evaluation of only a few attributes, simple decision rules, and few alternatives?
limited decision making
Which type of decision making involves internal and external search, few alternatives, simple decision rules on a few attributes, and little postpurchase evaluation?
limited decision making
Which type of decision making involves recognizing a problem for which there are several possible solutions?
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 _____.
low in product involvement; high in purchase involvement
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?
low-involvement learning
Coca-Cola has a large brand-loyal purchaser segment. Which marketing strategy is appropriate for this brand?
maintenance strategy
Which marketing strategies are appropriate for nominal decision making?
maintenance strategy and disrupt strategy
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?
marketing sources
Karen is going to the mall to purchase new shoes. Based on her prior experience with Nine West and her positive attitude toward them, she plans on looking at the Nine West store first. Her decision to visit the Nine West store is based on which source of information?
memory
Higher perceived risk is associated with
more reliance on information from personal sources greater reliance on personal experience
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.
nominal decision making
Which type of consumer decision making includes only a limited internal information search and no external search for information?
nominal decision making
Which type of consumer decision making only includes the stages of problem recognition, limited internal information search, purchase, and limited postpurchase behavior?
nominal decision making
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)
ongoing search.
Extended decision making with the brand in the evoked set requires which marketing strategy?
preference strategy
Which marketing strategies are appropriate for extended decision making?
preference strategy and acceptance strategy
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?
problem analysis
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?
problem analysis
__________ is the result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process?
problem recognition
Feature and quality variations across brands are referred to as
product differentiation.
Which of the following is a nonmarketing factor affecting consumers' actual state?
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
purchase involvement
All except which of the following nonmarketing factors affect a consumer's actual state?
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?
repeat purchase decision
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
search engine optimization.
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?
selective problem recognition
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)
shopping bot.
Consumers' general approaches or patterns of external search are termed
shopping orientations.
Radian6 is a leader in the field of
social media measurement and consumer problem discovery
Effective quality control and distribution and package inserts that assure the consumer of the wisdom of their purchase are attempts at
suppressing problem recognition
Which of the following is probably the most important situational variable with respect to search behavior?
temporal perspective
The level of one's desire to resolve a particular problem depends on which factors?
the magnitude of the discrepancy between the desired and actual states and the relative importance of the problem
To which set do alternatives the consumer does not know about belong?
unawareness set
James likes to eat a strawberry Pop-Tart for breakfast before school. After about two weeks of this, he starts to get bored with that and switches to waffles. James is displaying which type of behavior?
variety-seeking
