Marketing Exam 2

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

Inert Set

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

Instrumental behaviors

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

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

Consummatory motives

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? A) routine decision B) repeat purchase decision C) secondary decision D) inconsequential decision E) indifferent decision

repeat purchase decision

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

A) Usefullness

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

A, B, C

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

Active and inactive

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

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

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

All of the above

Which of the following is a variable that influences brand decisions inside a retail outlet?A) point-of-purchase materialsB) price reductionsC) outlet atmosphereD) stockout situationsE) all of the above

All of the above

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

What 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

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

Awareness Set

A limited capacity for processing information is known as ____________________.

Bounded Rationality

Which of the following shelf-based point-of-purchase materials provide the maximum lift in sales?A. coupon dispensersB. retail price promo signsC. shelf talker, dangler, etc.D. inflatable (mobile)E. c and d

C and D

What was the MAIN reason consumers gave in a survey for why they don't like shopping in stores? A) don't like shopping B) dealing with crowds C) salespeople are poorly informed D) parking and traffic E) the time it takes to shop

C) Salespeople are poorly informed

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

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

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

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?

Compensatory decision rule

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 rand all of them in terms of his or her preferences for those combinations of features?

Conjoint Analysis

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

A(n) _____ is the way an individual wants to feel or be at the present time. A) current state B) desired state C) actual state D) ideal state E) idolized state

Desired State

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

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

E) All of the above

Which of the following is NOT a factor affecting consumers' retail outlet selection? A) outlet image B) retailer brands C) retail advertising D) outlet location and size E) number of levels of distribution

E) Number of levels of distribution

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 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

Evaluative 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

Evoked Set

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

External Search

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

Inept Set

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

Internal Search

What is the most common approach to discovering consumer problems? A) activity analysis B) intuition C) product analysis D) problem analysis E) qualitative research

Intuition

Which marketing strategy requires consistent attention to product quality, distribution, and a reinforcement advertising strategy because the brand is purchased habitually by the target market?

Maintenance Strategy

Maximizing the accuracy of the decision or minimizing the experience of negative emotion while making the decision are examples of consumer _____.

Metagoals

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) external search D) continuous search E) perpetual search

Ongoing search

Which of the following is a recommended strategy for manufacterers when consumers select the outlet first and the brand second?

Point-of-purchase displays

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

Preference Strategy

A price with which other prices are compared is known as a(n) _____.A) reference priceB) comparison priceC) base priceD) starting priceE) internal price

Reference price

Which model is used to calculate the level of store attraction based on store size and distance from the consumer?A) retail multiattribute modelB) retail attraction modelC) retail attribution modelD) retail geographic modelE) retail distribution model

Retail attraction model

Sales of additional items to customers who came to purchase an advertised item are referred to as _____. A) incremental sales B) spillover sales C) marginal sales D) sales plus E) impulse sales

Spillover Sales

A retailer being temporarily out of a particular brand is called _____.A) whiteoutsB) blackoutsC) stockoutsD) shortageE) shrinkage

Stockouts

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

Brands owned and sold by a specific retail outlet are known as _____. A) primary brands B) secondary brands C) store brands D) internal brands E) limited distribution brands

Store brands

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

Surrogate indicator

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

Unawareness Set

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 purchasesB) irrational purchasesC) unplanned purchasesD) emotional purchasesE) deviant purchases

Unplanned purchases

A(n) _____ is the way an individual perceives his or her feelings and situation to be at the present time. A) current state B) actual state C) desired state D) self-concept E) self-assessment

actual state

Which type of nominal decision is characterized by a fairly high degree of product involvement but a low degree of purchase involvement? A) routine decision B) inexpensive decision C) primary decision D) brand loyal decision E) low visibility decision

brand loyal decision

The level of concern for, or interest in, the purchase process triggered by the need to consider aparticular purchase is known as _____. a. personal involvement b. product involvement c. purchase involvement d. enduring involvement e. activated involvement

c. purchase involvement

Which type of consumer decision making involves the evaluation of many attributes and alternatives and employs complex decision rules? A) routine decision making B) nominal decision making C) extended decision making D) simple decision making E) limited decision making

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 B) selective problem recognition C) active problem recognition D) inactive problem recognition E) primary problem recognition

generic problem recognition

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

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 _____. A) high in product involvement; low in purchase involvement B) high in value-expressive involvement; low in product involvement C) high in product involvement; high in purchase involvement D) low in product involvement; low in purchase involvement E) low in product involvement; high in purchase involvement

low in product involvement; high in purchase involvement

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

nominal decision making

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

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

selective problem recognition

A shopping style that puts particular emphasis on certain activities or shopping motivations is called a _____.A) shopping segmentB) shopping typologyC) shopping orientationD) shopping perspectiveE) store atmosphere

shopping orientation