MKG 310 Ch 14 Quiz

A firm that introduces a new line of non-fat snack food due to increasing consumer concern with health is _____. a) Activating problem recognition b) Reacting to problem recognition c) Suppressing problem recognition d) Triggering problem recognition e) None of the above

Reacting to problem recognition

Which of the following statements is true regarding active and inactive consumer problems? a) Active problems require the marketer only to convince consumers that its brand is the superior solution b) Active and inactive problems do not require different marketing strategies c) An active problem is one of which the consumer is not aware d) Even though a consumer is aware of it, an inactive problem is one that he or she has no desire to rectify e) Active problems are more serious than inactive ones

Active problems require the marketer only to convince consumers that its brand is the superior solution

Bessie is at the grocery store and is trying to remember some of the things she needs to buy. She is in the cleaning products aisle looking at the floor cleaning products. She's pretty sure she has another bottle left at home, so she doesn't purchase another. Bessie's perception of her current situation regarding this product reflects her ____. a) Current state b) Desired state c) Actual state d) Self-concept e) Self-assessment

Actual state

Which condition is appropriate to attempt to influence generic problem recognition? a) It is early in the product life cycle b) The firm has a high percentage of the market c) External search after problem recognition is apt to be limited d) It is an industry-wide cooperative effort e) All of the above

All of the above

Brad was out of soft drinks in his dorm room, so he went to the store and purchased Coke. This is the brand he always buys, and he would not even consider purchasing another brand. Which type of nominal decision does this illustrate? a) Routine decision b) Repeat purchase decision c) Primary decision d) Brand loyal decision e) Low visibility decision

Brand loyal decision

Which type of decision making involves an extensive internal and external information search followed by a complex evaluation of multiple alternatives and significant post-purchase evaluation? a) Limited decision making b) Nominal decision making c) Extended decision making d) Complex decision making e) Complete decision making

Extended decision making

The manager of a bank branch is concerned about the number of mistakes the tellers were making, so he started manipulating different aspects of the environment in the bank to see what effect each has on the tellers' performance. He examined factors such as the lighting, temperature, and the volume of the music playing in the bank. Which approach to problem recognition is this manager using? a) Activity analysis b) Product analysis c) Problem analysis d) Human factors research e) Emotion research

Human factors research

Rudy is a product category manager for a major consumer packaged goods manufacturer. Part of his job requires that he analyze a given product category and logically determine where improvements could be made. Rudy has determined several consumer problems this way. Which of the following best describes how Rudy uncovers consumer problems? a) Activity analysis b) Intuition c) Product analysis d) Problem analysis e) Qualitative research

Intuition

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

Effective quality control and distribution and package inserts that assure the consumer of the wisdom of their purchase are attempts at _____. a) Responding to consumer problems b) Helping consumers recognize problems c) Discovering consumer problems d) Diverting consumers' attention away from problems e) Suppressing problem recognition

Suppressing problem recognition

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

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

Kim was participating in a group discussion centered on the participants' problems encountered while taking care of their hair. Which approach to problem identification is this? a) Activity analysis b) Product analysis c) Problem analysis d) Human factors research e) Emotion research

Activity analysis

Which type of decision making process in effect involves no decision per se? a) Simple decision making b) Nominal decision making c) Extended decision making d) Automatic decision making e) Default decision making

Nominal decision making

What is the first stage of the consumer decision process? a) Information search b) Problem recognition c) Alternative evaluation d) Purchase e) Post-purchase behavior

Problem recognition

Which approach to problem recognition examines the purchase or use of a particular product or brand? a) Activity analysis b) Product analysis c) Problem analysis d) Human factors research e) Emotion research

Product analysis