MKG 310 Final

What statements is FALSE regarding Internet retailing?

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

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

Salespeople are poorly informed

Customer relationship management (CRM) programs are _____.

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

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 true regarding Internet shopping?

2 Answers: Most future growth will come from existing buyers Annual growth in the number of internet users is low

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

2 Answers: Shelf talker, dangler, etc. Inflatable (Mobile)

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

ALL OF THE ABOVE -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.

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 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 -Importance of the purchase to the consumer -Ease of taking action -Consumer's existing level of overall satisfaction with the brand or outlet -Characteristics of the consumer involved

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

ALL OF THE ABOVE -Online information is expected. -Online information boosts offline sales. -Online sources are viewed as valuable. -Online sources reduce a salesperson's role.

The "Merchandise" dimension of store image includes _____.

ALL OF THE ABOVE -Quality -Selection -Price -Style

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 -Social Cost -Time Cost -Effort Cost -Physical Cost

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

ALL OF THE ABOVE -conjunctive -disjunctive -lexicographic -compensatory

Omni-channel shoppers

ALL OF THE ABOVE -rely on mobile and mobile shopping apps -belong to Gen Y -belong to Gen X

What affects how important various criteria are for consumers?

ALL OF THE ABOVE -usage situation -competitive context -advertising effects

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

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

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 _____.

Brand Loyalty

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

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?

Conjoint analysis

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

Consummatory Motive

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

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 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

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

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

Evoked Set

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

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

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 _____.

Inert set

What are the two dimensions of performance for products?

Instrumental and Symbolic

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

Intangible

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 _____.

Internal Search

Which of the following are types of reference prices?

Internal and External

What is true regarding the Net Promoter Score (NPS)?

It asks WOM questions

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

Just the Essentials

Which information source is NOT actively acquired by consumers?

Low-involvement learning

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

Every winter, Laurie's skin becomes very dry and results in painful cracks in her skin on her fingers. Once this happens, Laurie remembers that Zim's Crack Cream works really well for this problem, so she stops at the store to pick some up. Which type of decision making has occurred?

Nominal decision making

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

Nonsatisfaction

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

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 _____.

Ongoing search

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

_____ 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

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

Product Differentiation

What is NOT a type of consumer choice process?

Rational Choice

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

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

Show the dollar savings but not the percentage savings

The segment of mobile phone users who are younger, feel communication is key, and that a mobile device helps them connect socially is known as _____.

Social Connectors

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

Socks

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

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

Store brands

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

Stringent product liability laws

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

Temporal perspective

A metagoal refers to _____.

The general nature of the outcome being sought.

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