MKG310 Ch 14

Emma noticed that she was almost out of gas, so she pulled into the nearest gas station and filled up her tank. Emma's decision on which gas to purchase is characterized by...

A low level of purchase involvement

A firm that introduces a new line of non-fat snack food due to increasing consumer concern with health is...

Activating problem recognition

Many elderly consumers have problems with arthritis. This painful condition makes it almost impossible for them to open jars or medicine containers because the joints in their fingers are so stiff. Which type of consumer problem is this?

Active

Which type of consumer problem is one the consumer is aware of or will become aware of in the normal course of events?

Active

What are the types of consumer problems?

Active and inactive

Which of the following statements is true regarding active and inactive consumer problems?

Active problems require the marketer only to convince consumers that it's brand is the superior solution

Kim was participating in a focus group in which the discussion centered around the participants problems encountered while taking care of their hair. Which approach to problem identification is this?

Activity analysis

Which approach to problem identification focuses on a particular activity such as lawn maintenance?

Activity analysis

A(n) _____________ is the way an individual perceives his or her feelings and situation to be at the present time.

Actual state

Bessie is at the grocery store and is trying to remember some of the things she needs to buy. She is in the cleaning product 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...

Actual state

Which of the following is an approach to problem identification?

All of the above (Activity analysis, product analysis, problem analysis, emotion research)

Which of the following is a concern marketing managers have related to problem recognition?

All of the above (Discovering consumer problems, developing the marketing mix to solve consumer problems, helping consumers recognize problems, suppressing problem recognition among consumers)

Which condition is appropriate to attempt to influence generic problem recognition?

All of the above (It is early in the product life cycle, the firm has a higher percentage of the market, external search after problem recognition is apt to be limited, it is an industry wide cooperative effort)

Which of the following is a non-marketing factor affecting problem recognition?

All of the above (Social status, past decisions, motives, situation)

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?

Brand loyal decision

Which type of nominal decision is characterized by a fairly high degree of product involvement but a low degree of purchase involvement?

Brand loyal decision

Nominal decision making can be broken down into which two distinct categories?

Brand loyal decisions and Repeat purchase decisions

Which of the following is NOT a type of consumer decision making discussed in your text?

Complex decision making

Which of the following statements is FALSE regarding consumer decisions and the consumer decision process?

Consumer decisions are rational and functional; otherwise they do not involve decision per se

What has research revealed regarding consumers variety-seeking behavior?

Consumers are more likely to become bored on sensory attributes such as taste

Which non-marketing factor affects a consumers desired state?

Culture/subculture

A(n) _________ is the way an individual wants to feel or be at the present time.

Desired state

Candice is on a diet and wants to lose 10 pounds. She wants to be thin right now, which represents her...

Desired state

Which type of decision making covers the middle ground between nominal and extended decision making?

Limited decision making

One retailer asked a group of consumers the types of emotions they experience in both positive and negative retail situations. The purpose of this research is to uncover consumer reactions to various situations so that clerks could be trained to respond appropriately. Which approach to problem recognition is this?

Emotion research

Which approach to problem recognition examines emotions associated with certain problems?

Emotion research

Olivia wants to attend medical school, so both she and her parents are very concerned about which undergraduate school she attends. For Olivia and her parents, which type of decision making does this represent?

Extended decision making

Very high levels of purchase involvement tend to produce...

Extended decision making

Which type of consumer decision making involves the evaluation of many attributes and alternatives and employs complex decision rules?

Extended decision making

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?

Extended decision making

Mickey and his three roommates were asked to participate in a research study. The researcher started asking questions about sporting activities. Which type of research technique is this?

Focus group

which type of research technique gathers 8-12 similar individuals (e.g. working mothers) brought together to discuss a particular topic?

Focus group

Campbells 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 Campbells attempting to stimulate?

Generic problem recognition

which problem recognition involves a discrepancy that a variety of brands within a product category can reduce?

Generic problem recognition

Two basic approaches to causing problem recognition are...

Generic problem recognition and selective problem recognition

Nominal decision making is sometimes referred to as...

Habitual decision making

Relative important of a problem is determined by which of the following?

How critical the problem is to the maintenance of the consumer's desired lifestyle

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, room temperature, and the volume of the music playing. which approach to the problem recognition is this manager using?

Human factors research

Which approach to problem recognition attempts to determine human capabilities in areas such as vision, strength, response time, flexibility, and fatigue and the effect on these capabilities of lighting, temperature, and sound?

Human factors research

The Martin's house has potentially unsafe levels of radon, but they have no idea because it is odorless and they have not been feeling ill. In fact, several homes have this problem and are unaware unless testing is done. What type of problem is this?

Inactive

Which type of consumer problem is one which the consumer is not aware?

Inactive

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?

Intuition

What is the most common approach to discovering consumer analysis?

Intuition

Marla is bored with her cell phone. She wants to purchase a new one that has cool ring tones and can take photos. She's not going to conduct a big search for a new phone as she's just going to consider a few others. Which type of decision making is this?

Limited decision making

Which type of consumer decision making includes the evaluation of only a few attributes, simple decision rules, and a few alternatives?

Limited decision making

Which type of decision making involves internal and external search, few alternatives, simple decision rules on few attributes, and little post-purchase evaluation?

Limited decision making

Blake does 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...

Low in product involvement; High in purchase involvement

The person present during a focus group discussion that keeps the discussion moving and focused on the topic is called a(n)...

Moderator

Which type of consumer decision making does NOT include alternative evaluation?

Nominal decision making

Which type of consumer decision making includes only a limited internal information search and no external search for information?

Nominal decision making

Which type of consumer decision making only includes the stages of problem recognition, limited internal information search, purchase, and limited post-purchase behavior?

Nominal decision making

Which type of decision making process in effect involves no decision per se?

Nominal decision making

Which of the following is a type of consumer decision making discussed in your text?

Nominal decision making, Limited decision making, Extended decision making

All EXCEPT which of the following non-marketing factors affect consumers desired state?

Normal depletion

Which of the following statements is FALSE regarding problem recognition?

Only when the desired state is greater than the actual state will a problem exist

What is the first stage of the consumer decision making process?

Problem Recognition

A food manufacturer asked a group of working mothers to think about the problem of serving nutritious meals to their families given their time constraints and to indicate what activities, products, or brands are associated with or perhaps could eliminate those problems. This manufacturer is using which approach to problem recognition?

Problem analysis

Which approach to problem recognition starts with a problem and asks respondents to indicate which activities, products, or brands are associated with (or perhaps could eliminate) those problems?

Problem analysis

Tess noticed that she is almost out of shampoo. Which stage of the decision process will this observation activate?

Problem recognition

_________ is the result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process?

Problem recognition

A manufacturer of a digital music player asked several consumers the problems associated with using these types of products. Sever consumers said they had trouble downloading music onto their music players. Which approach to problem recognition is this marketer using?

Product analysis

Which approach to problem recognition examines the purchase or use of a particular product or brand?

Product analysis

Which of the following is a non-marketing factor affecting consumers actual state?

Product/brand performance

the level of concern for, or interest in, the purchase process triggered by the need to consider a particular purchase is known as...

Purchase involvement

Quaker introduced it's "Quaker Oats to go" bar and marketed it as a healthy and convenient breakfast choice. Quakers marketing message is designed to help the consumer to...

Recognize a problem; Acknowledge breakfast as important and make it a priority in their busy day

All EXCEPT which of the following non-marketing factors affect a consumers actual state?

Reference group

Rita is doing her family's grocery shopping and purchases ice cream. She's purchased Blue Bell ice cream before and purchases it again. She's not committed to this brand; it's just that she and her family like it. Which type of nominal decision is this?

Repeat purchase decision

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?

Repeat purchase decision

An advertisement for Topol toothpaste, which is targeted at smokers, 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?

Selective problem recognition

Which problem recognition involves a discrepancy that only one brand can solve?

Selective problem recognition

Effective quality control and distribution and package inserts that assure the consumer of the wisdom of their purchase are attempts at...

Suppressing problem recognition

Which research technique asks relatively large numbers of individuals about the problems they are facing?

Survey

A completely nominal decision does not even include consideration of...

The "do not purchase" alternatives

Which of the following drives problem recognition?

The consumer's perception of the actual state

Which of the following is NOT an appropriate condition to attempt to influence generic problem recognition?

The firm has a small percentage of the market

The level of one's desire to resolve a particular problem depends on which factors?

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

James likes to each a strawberry Pop-Tart for breakfast before school. After about two weeks of this, he starts to get bored with that and switches to waffles. James is displaying which type of behavior?

Variety-seeking