marketing 370 smartbook chap 6

Customer dissatisfaction is most likely to occur when a consumer buys a washing machine and it ______.

fails to live up to high performance expectations

Which statement illustrates an internal locus of control?

"Consequences are the result of my actions."

Which statement illustrates an external locus of control?

"No matter how hard I study, the test will be too hard."

Which purchase would be most likely to be motivated by a safety need?

A bicycle lock

Which product pairs CANNOT be evaluated for purchase by consumers based on their determinant attributes in the purchase process?

A car and a computer (such as Ford and Apple)

All of the following affect the consumer search process EXCEPT which element?

A firm's accounting processes

Under the noncompensatory decision rule, what is the basis for consumers' product purchase decisions?

A single attribute valued above any of the product's other attributes

There are several factors that can substantially affect the consumer search process. Match the factor with an example of how the search process might be affected for Kristin who wants to buy a new laptop.

Actual or perceived risk---Kristin is worried the laptop she is buying will not have sufficient memory for her needs. Locus of control---Kristin has no choice of brand when it comes to laptops—her department uses special software that only runs on Apple computers. Perceived benefits versus perceived costs of search---Kristin tries to decide between two laptops: one with a large hard drive versus one for $100 less and a smaller hard drive.

Need Blank 1 of 1 is the first stage in the consumer decision process.

Blank 1: recognition

Which of the following best describes postpurchase cognitive dissonance?

An internal conflict

fails to live up to high performance expectations

An internal conflict

When the consumer uses many evaluative criteria such as fuel economy, acceleration speed, and the availability of extra features, like satellite radio or GPS, to make a decision about purchasing a car, the consumer is doing what?

Basing the decision on important, salient features of the car

Why is postpurchase behavior critical to marketers?

Because it is the opportunity for marketers to measure and track satisfaction

Blank 1 of 1 architecture is the effort to influence consumers through the design of the environments in which they make their choice.

Blank 1: Choice

Blank 1 of 1 needs (from Maslow's hierarchy) allow people to satisfy their inner desires.

Blank 1: Esteem, Self-esteem, or Self esteem

Blank 1 of 1 consist of information that has been acquired and stored in the brain, to be available and utilized when needed.

Blank 1: Memories or Memory

A(n) Blank 1 of 1 consists of three components. It is learned, long lasting, and might develop over a long period of time. For instance, you might like your instructor for much of the semester until s/he returns your first exam.

Blank 1: attitude, atitude, or atittude

Consumer decision rules are the set of criteria that consumers use to quickly and efficiently select from among several alternatives. These rules are typically noncompensatory or Blank 1 of 1.

Blank 1: compensatory

Jim is familiar with several brands of mobile phones, but he plans to consider only two brands when he purchases his next phone. Those two brands are his Blank 1 of 1 set. (Enter one word.)

Blank 1: evoked

There are two key types of information searches: internal and Blank 1 of 1. (Enter one word in the blank.)

Blank 1: external

Barry needs a new pair of running shoes. He first thinks about the last pair he bought, how comfortable they are, and how well they have held up. He is conducting a(n) Blank 1 of 1 search for information.

Blank 1: internal

Locating information from one's own memory and knowledge is known as a(n) Blank 1 of 1 information search, whereas seeking outside sources of information is an external information search.

Blank 1: internal, internal search, internal information search, or internal search for information

A very real problem for the marketer originating from dissatisfied customers is Blank 1 of 1 word-of-mouth.

Blank 1: negative, bad, or poor

The key point in the consumer decision process at which marketers can solidify consumer loyalty is during the final step, the Blank 1 of 1 stage.

Blank 1: postpurchase, post purchase, or post-purchase

The final step in the consumer decision-making process, and a very important element in retaining and building a loyal customer base, is Blank 1 of 1 behavior.

Blank 1: postpurchase, post-purchase, or post purchase

In which situation is learning occurring?

Bob hears the same ad for an iPhone twelve times, goes to the Apple store, tries it out, and buys the item.

What attempts to influence purchase decisions through design?

Choice architecture

For the purchase of an Apple iPod, match each of the three components of the buyer's attitude about the product (on the left) with its description (on the right).

Cognitive---The buyer knows he can download music, videos, and lectures from iTunes anywhere anytime. Affective---The buyer loves the sleek feel of the iPod and has it with him almost at all times. Behavioral---The buyer takes action and his own method for categorizing his downloads, storing them in the iPod, and accessing them.

Jane is trying to decide which brand of cell phone to buy and cannot find one that meets all her criteria. To get all the features she wants, she would have to exceed her price point of $300. In making her decision, she will have to employ which model or decision rule?

Compensatory

What is a consumer decision rule?

Compensatory models and noncompensatory models

What are the three stages of memory? (Select all that apply.)

Encoding Retrieval Storage

If you purchase a book on how to improve your meditation skills and maintain a satisfied outlook on life then you have probably been motivated by which of Maslow's needs?

Esteem

High buyer involvement is likely to lead to what kind of problem solving?

Extended problem solving

What are the two types of information search? (Select all that apply.)

External search Internal search

True or false: The consumer decision process starts with need recognition and ends with the purchase itself.

False

True or false: Universal sets are a subset of retrieval sets and evoked sets.

False

True or false: The statement "Sometimes things just are not meant to work out" is an example of an internal locus of control.

False Reason: A person with an internal locus of control would be more likely to say, "Things will work out if I make an effort."

If you are motivated by physiological needs to make a purchase, which product would you buy?

Food

Which factor is NOT a perceived cost of product purchase?

Habitual purchases

Which actions may occur during the postpurchase behavior stage? (Select all that apply.)

Having cognitive dissonance Comparing a product to one's expectations

Which scenario describes negative word of mouth?

Joe tells his friends that he received poor service.

In which situation did an alternative evaluation option occur within the search process?

Kevin searches for a new car on the Internet before visiting the "The Mile of Cars" store

After trying out several computers at a local store, Craig surprises himself by choosing a model of computer he previously didn't think he would like. This relatively permanent change in Craig's attitude, thoughts, perceptions, and behaviors about the brand is an example of what psychological influence on the consumer decision process?

Learning

Sometimes older people join Facebook as a way to keep in touch with younger family members. Which of Maslow's needs motivates their decision to join Facebook?

Love

Which factor does NOT directly influence how the consumer makes a purchase decision?

Macroeconomic factors

Bill needs to buy a snowblower, but he has a gravel driveway and is concerned that the machine will pick up stones, causing a malfunction. This is what type of risk?

Performance

What are the five types of risk associated with purchase decisions? (Select all that apply.)

Performance Physiological Psychological Social Financial

Which kind of risk does the consumer perceive he or she is facing in the following situations? Match the risk (on the left) with the corresponding situation (on the right).

Performance---Kurt worries that a rifle he bought will not work when he goes hunting. Financial---Kurt wants to buy his girlfriend an engagement ring but is not sure he can make the down payment required to purchase it before Valentine's Day. Social---Kurt listens to country western radio stations when alone but not when others are in the car with him. Psychological---Kurt likes "Cowboy Crunchies" breakfast cereal but has stopped eating it because he is starting to feel like it is childish.

Which of these is NOT one of the three components of an attitude?

Physiological

Michelle is looking for a new apartment. Her first option is located two blocks from her job. The rent is at the top of her price range and it is much smaller than she had expected. Due to the fact that the complex is close to work and allows her to have her dog, Michelle put it at the top of her list. Which best explains the perceived benefits of Michelle's possible new apartment?

Proximity to work and allows pets

Which of Maslow's needs is the highest level of needs?

Self-actualization

Which factors usually influence the consumer decision process the same way each time? (Select all that apply.)

Social Psychological

Celestial Seasonings, a tea company, wants to develop more brand-loyal buyers rather than attempting to attract brand switchers. Which tactic would best reach buyers and develop an ongoing relationship?

Target customers who buy a box of Celestial Seasonings teabags and include a coupon inside the box for more tea.

What is the most serious problem for marketing managers that results from a dissatisfied customer?

The customer may spread negative word of mouth about the product.

Why would a firm record the number of abandoned virtual carts on its website?

To assess the conversion rate

Which best describes the purpose of determinant attributes?

To help consumers differentiate competing brands or stores that seem similar

All of the following affect the consumer search process EXCEPT which element?

True

True or false: Situational factors sometimes override psychological and social issues.

True

True or false: The statement "Life tends to unfold the way it should" is an example of external locus of control.

True

When does the consumer decision process begin?

When consumers realize they have an unfulfilled need and want to reach their desired state

Limited problem solving is most likely to occur under which condition?

When the consumer has a purchase decision that calls for, at most, moderate effort and time

Which of the following is NOT an external search for information when looking to purchase a new car?

Your mother has owned four Toyota cars, which you loved driving.

Gretta has never tried Pert shampoo but she doubts that a shampoo can be as effective as a two-in-one shampoo and conditioner that she uses daily. Her negative predisposition toward the brand is her ______.

attitude

The final step in the consumer decision-making process includes three possible outcomes: a satisfied customer, customer loyalty, or ______.

cognitive dissonance

Bill is trying to decide which university to attend from four that accepted him. None completely matches his idea of the perfect school, so he has decided to focus on the two schools that seem smaller and a bit further away from his home state and cost slightly more than the two larger universities. His final choice is a smaller school that he thinks may be worth the trade-off. His decision model is ______.

compensatory

Nancy has bought a curling iron, but the appliance is very difficult to use to achieve the look she wants. Additionally, it takes at least 15 minutes to heat before use. Nancy's postpurchase outcome is best described as customer ______, one of three possible outcomes.

dissatisfaction

Important attributes, or ______ criteria, consist of a set of salient, or important, attributes about a particular product. Examples of these attributes can be price, quality, location, time, ease of use, etc.

evaluative

Jill is in the market for purchasing a new automobile, but she will only consider models made by American companies. The American car makers are part of Jill's ______ set.

evoked

Consumers often use ______ problem solving for risky purchase decisions.

extended

Jamie needed to buy a car. She started by visiting the Consumer Reports website to look at their reviews of cars, asked her friends for advice, and visited the websites of all the major car manufacturers. Next, she went to several car dealerships to test-drive cars. Finally, she chose the model she wanted, after which she went back to the Internet to look for the best price. Jamie engaged in ______ problem solving to select a car.

extended

Typically, consumers exhibit two types of behavior when buying based on the type of product or service they are purchasing. They commonly engage in ______ problem solving when buying a car or washing machine and in ______ problem solving when buying shampoo or a box of noodles.

extended; limited

An ______ search is when the buyer looks for information beyond personal knowledge to help make the buying decision, such as checking the Internet, asking a friend, or visiting a showroom.

external

Wayne has bought over 15 laptop computers for himself and his family. To buy a new one he does no searching online or in any stores but goes straight to the HP website and orders a slightly newer version of the last one he bought. For him, the laptop is a(n) ______ problem-solving experience.

limited

Hallmark sells Valentine's Day cards with romantic quotes, which are appealing to ______ needs.

love

A(n) ______ is a basic need that drives the consumer to solve the problem and satisfy the need such as purchasing a pain reliever when she has a headache.

motive

The drive or need that pushes the consumer to satisfy his unmet needs, such as having no laundry detergent to do the wash or running out of printer paper, is a(n) ______.

motive

Bill feels that he has been treated poorly and quite unfairly by the electronics store where he bought speakers. He is a customer who is very likely to spread ______ word of mouth about the firm to his friends and family.

negative

Beverly wants to take a cruise with her children. She selects one with a daycare that will ensure her children are well cared for, even though the onboard activities for adults on that cruise are less exciting than on other cruises. Beverly used a(n) ______ decision rule.

noncompensatory

The social influences that affect a consumer's behavior do NOT include _______.

perceptions

A kindergarten teacher wants to buy several electronic tablets for her classroom, but she is concerned about how well they will hold up with all of the children handling them. The risk she is experiencing is _____.

performance

The motive that drives John to buy a large bottle of Gatorade after a 3-mile run and drink it quickly is a(n) ______ need.

physiological

Jake is feeling uncomfortable with the contract he signed to buy a car because he bought a racy sports car but is having a second child in a few weeks. The discomfort he is experiencing between what he knows he should buy and what he has purchased is best known as ______.

postpurchase cognitive dissonance

Consumer decision making about products and services is influenced by the configuration of all of the following; market mix, social influences, ______ factors, and sociological factors.

psychological

All of the brands that Mary can easily call to mind for laundry detergents, whether she would consider buying them or not, comprise her ______ set.

retrieval

When Amber is thinking about where she would like to eat lunch, she remembers five places close by where she has eaten before. Although some of them she would not revisit, these restaurants are part of Amber's ______ set.

retrieval

Betty buys antibacterial hand soap for her kitchen and bathrooms in order to prevent the spread of germs. She is motivated by a(n) ______ need.

safety

After consumers complete the need recognition stage in the consumer decision process, they begin the ______ stage.

search for information

The search for information is the ______ step in the consumer decision process.

second

Factors that influence consumer behavior and are a part of the external ______ environment, include consumers' family, friends, reference groups, and culture in which they operate.

social

Retailers measure ______ to see how well they are doing at turning potential buyers into actual buyers.

the conversion rate

The consumer decision process is best defined as ______.

the steps consumers experience when making a purchase

The collection of all possible alternatives for a decision, even those the buyer would not consider and might not even be aware of, is referred to as the ______.

universal set

Self-actualization occurs when ______.

you feel completely satisfied with your life and how you live