kahoot 15 and 16 mark 3324

22) Experience, familiarity, and social status are examples of which factor that influences the expected benefits and perceived costs of search?

C) consumer characteristics

6) To determine which criteria are used by consumers in a specific product decision, the marketing researcher can utilize which two methods of measurement?

C) direct and indirect

15) Which of the following is a noncompensatory decision rule?

A) lexicographic B) conjunctive C) disjunctive *D) all of the above*

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

A) lexicographic B) disjunctive C) conjunctive *D) all of the above*

28) 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?

A) maintenance strategy

19) Which of the following factors influences the expected benefits and perceived costs of search?

A) market characteristics B) product characteristics C) consumer characteristics *D) all of the above*

17) Which information source is NOT actively acquired by consumers?

B) low-involvement learning

23) Which marketing strategies are appropriate for nominal decision making?

B) maintenance strategy and disrupt strategy

20) 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?

B) market characteristics

11) A technique that requires consumers to judge the similarity of alternative brands is ________.

B) perceptual mapping

20) 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?

A) Compaq

18) Which of the following is TRUE regarding the Internet as a source of information?

A) Online sources are viewed as valuable. B) Online sources reduce a salesperson's role. C) Online information boosts offline sales. *D) All of the above are true.*

6) All of the brands that a consumer thinks of as potential solutions are known as the ________.

A) awareness set

24) Which marketing strategies are appropriate for limited decision making?

A) capture strategy and intercept strategy

7) Which measurement method involves asking consumers what criteria they use in a particular purchase or, in a focus group setting, noting what consumers say about products and their attributes?

A) direct

17) Which decision rule establishes a satisfactory level of performance for each important attribute (often a fairly high level) and says that all brands that meet or exceed the performance level for any key attribute are considered acceptable?

A) disjunctive

29) Which marketing strategy is appropriate if the brand is not part of the evoked set and the target market engages in nominal decision making?

A) disrupt strategy

18) 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 requires that all brands are first considered on the most important criterion, the second most important, and so on until only one brand remains?

A) elimination-by-aspects

4) For which type of decision making is external information search relatively important?

A) extended decision making

14) Magazines, consumer groups, and government agencies represent which source of information?

A) independent groups

8) Which measurement technique used to assess consumers' evaluative criteria assumes consumers will not or cannot state their evaluative criteria?

A) indirect

26) If a brand is included in a consumer's evoked set, which marketing strategy is NOT appropriate?

A) intercept strategy

2) Evaluative criteria can differ on which of the following?

A) number B) importance C) type *D) A, B, and C*

10) Which indirect measurement techniques used to determine consumers' evaluative criteria allow the respondent to indicate the criteria someone else might use?

A) projective techniques

9) Which of the following are indirect measurement techniques used to determine consumers' evaluative criteria?

A) projective techniques and perceptual mapping

4) The two types of evaluative criteria are ________.

A) tangible and intangible

5) Before a marketing manager or public policy decision maker can develop a sound strategy to affect consumer decisions, he or she must determine ________.

A) the relative importance of each criterion B) which evaluative criteria are used by the consumer C) how the consumer perceives the various alternatives on each criterion *D) A, B, and C*

32) 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?

B) acceptance strategy

27) Which marketing strategy is appropriate if the brand is not part of consumers' evoked sets?

B) disrupt strategy

8) The brands or products one will evaluate for the solution of a particular consumer problem are called the ________.

B) evoked set

12) With the information provided by perceptual mapping, the marketer can determine all of the following EXCEPT ________.

B) how consumers will trade one evaluative criteria for another

9) Brands that are found completely unworthy of further consideration are members of the ________.

B) inept set

10) Brands for which a consumer is aware but basically indifferent toward compose his or her ________.

B) inert set

30) 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?

B) intercept strategy

19) 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?

B) lexicographic

16) 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?

C) conjunctive

16) Which source of information includes inspection or product trial?

C) experiential sources

12) Friends, family, and others are examples of which source of information?

C) personal contacts

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

C) preference strategy

25) Which marketing strategies are appropriate for extended decision making?

C) preference strategy and acceptance strategy

21) Feature and quality variations across brands are referred to as ________.

C) product differentiation

14) Which of the following is NOT a decision rule used by consumers?

C) projective

7) Which of the following is NOT a subcategory of the awareness set?

C) purchase set

21) Which decision rule states that the brand that rates highest on the sum of the consumer's judgments of the relevant criteria will be chosen?

D) compensatory

1) The various dimensions, features, or benefits consumers look for in response to a specific problem are called ________.

D) evaluative criteria

11) Past searches, prior personal experiences, and prior low-involvement learning are examples of which source of information?

D) internal information

15) Sales personnel, websites, and advertising represent which type of information source?

D) marketer information

5) 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 ________.

D) ongoing search

13) Kasi is seeking the advice of her parents in her decision on which college to attend. Which source of information is Kasi using?

D) personal contacts

3) Evaluative criteria differ on all EXCEPT which of the following?

D) quality

2) Which type of search can involve independent sources, personal sources, marketer-based information, and product experience?

external search

1) 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 the appropriate ways to compare solutions are, and so forth. This is referred to as ________.

internal search

3) 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