Chapter 14 Quiz

A problem of which a consumer is aware is an affective problem. an active problem. a cognitive problem. a situational problem. None of these choices are correct.

an active problem.

Once a consumer problem is identified, the manager may structure the marketing mix to solve the problem. This can involve developing a new product. altering an existing product. modifying channels of distribution. changing pricing policy. All of these choices are correct.

All of these choices are correct.

A repeat purchase decision is a type of nominal decision in which the consumer believes all the brands within a given product category are about the same, but attaches a relatively high importance on the product category or purchase.

False

As individuals gain skills, their desires related to those skills remain the same.

False

It is only necessary for a marketer to track consumer online complaints and comments

False

The first stage in the consumer decision process is information search.

False

The three types of consumer decision making are nominal, limited, and complex.

False

The way an individual perceives his or her feelings and situation to be at the present time is known as one's desired state.

False

Kathy enjoys a diet cherry vanilla Dr. Pepper after her workout each day. After about four weeks of this routine, she grows tired of the same soft drink and switches to Crystal Light lemonade. Kathy is displaying variety-seeking behavior.

True

Nominal decision making tends to be associated with high levels of purchase involvement. low levels of purchase involvement. intermediate levels of purchase involvement. All of these choices are correct. None of these choices are correct.

low levels of purchase involvement.

Another term for habitual decision making is limited decision making. routine decision making. nominal decision making. extended decision making. automatic decision making.

nominal decision making.

The first stage of the decision process is called the problem recognition. purchase evaluation. postpurchase evaluation. evaluation of alternatives. information search.

problem recognition.

The level of concern for, or interest in, the purchase process triggered by the need to consider a particular purchase is evaluation. purchase involvement. decision making. postpurchase dissonance. None of these choices are correct.

purchase involvement

The uncontrollable factors that affect problem recognition include all of the following EXCEPT household characteristics. individual development. financial expectations. sales force efforts. All of these choices are uncontrollables that affect the desired state.

sales force efforts.

The motivation to resolve a recognized problem depends on the relative importance of the problem and the magnitude of the discrepancy between the desired and existing states. the time and effort required. the time and effort required and the relative importance of the problem. the magnitude of the discrepancy between the desired and existing states. the relative importance of the problem.

the relative importance of the problem and the magnitude of the discrepancy between the desired and existing states.