MKTG Questions

Nominal decision making tends to be associated with A) high levels of purchase involvement. B) low levels of purchase involvement. C) intermediate levels of purchase involvement. D) all of the above. E) none of the above

b. low levels of purchase involvement

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

b. false

_____ requires knowledge of specific attributes and involves attribute-by-attribute comparisons across brands. A) attribute-based choice. B) simultaneous choice. C) sequential choice. D) attitude-based choice. E) none of the above.

a. attribute-based choice

Consumers who demonstrate a positively biased behavior toward a specific brand are exhibiting brand loyalty. A) True B) False

a. true

Firms with a limited reputation sometimes form brand alliances with a reputable firm in order to gain from the quality associated with the known brand. A) True B) False

a. true

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. A) True B) False

a. true

Price premium refers to the fact that repeat and specifically committed customers tend to buy the brand consistently rather than waiting for a sale or continually negotiating price. A) True B) False

a. true

Price, advertising intensity, warranties, brand, and country of origin are examples of surrogate indicators. A) True B) False

a. true

A choice based on the "how do I feel about it" heuristic is referred to as A) constructive choice. B) affective choice. C) attribute-based choice. D) conjunctive choice. E) none of the above.

b. affective choice

A problem of which a consumer is aware is A) an affective problem. B) an active problem. C) a cognitive problem. D) a situational problem. E) none of the above.

b. an active problem

The _________ 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. A) conjunctive B) disjunctive C) lexicographic D) elimination-by-aspects E) compensatory

b. disjunctive

A direct-to-consumer sale occurs when one consumer sells a product directly to another with or without the assistance of a commercial intermediary. A) True B) False

b. false

A key element of relationship marketing is to standardize the relationship across customers. A) True B) False

b. false

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. A) True B) False

b. false

As individuals gain skills, their desires related to those skills remain the same. A) True B) False

b. false

Cognitive motives underlie behaviors that are intrinsically rewarding to the individual involved. A) True B) False

b. false

Consumer-level employees deal directly with consumers. A) True B) False

b. false

Consumers are not aware of product brand names in generic tests. A) True B) False

b. false

In the case of a dissatisfied customer, when no external action is taken, the customer is likely to have a more favorable attitude toward the store or brand. A) True B) False

b. false

Incurred costs are the costs of finding, evaluating, and adopting another solution. A) True B) False

b. false

It is only necessary for a marketer to track consumer complaints and comments on the web. A) True B) False

b. false

Online shopping services such as PriceGrabber.com assist consumers by making the final choice for them. A) True B) False

b. false

Sensory perception relates to an individual's ability to distinguish between similar stimuli. A) True B) False

b. false

The competitive context has no effect on choice. A) True B) False

b. false

The first stage in the consumer decision process is information search. A) True B) False

b. false

The first step a firm should most want from a dissatisfied customer is that they stop buying that brand or at that store. A) True B) False

b. false

The three types of consumer decision making are nominal, limited, and complex. A) True B) False

b. false

The various dimensions, features, or benefits consumers look for in response to a specific problem are called heuristics. A) True B) False

b. false

The first stage of the decision process is called the A) evaluation of alternatives. B) problem recognition. C) information search. D) purchase evaluation. E) post purchase evaluation.

b. problem recognition

The level of concern for, or interest in, the purchase process triggered by the need to consider a particular purchase is A) evaluation. B) purchase involvement. C) decision making. D) postpurchase dissonance. E) none of the above.

b. purchase involvement

The styling of a suit represents A) primary performance. B) symbolic performance. C) secondary performance. D) instrumental performance. E) none of the above.

b. symbolic performance

The fact that consumers have limited capacity for processing information is referred to as A) bounded rationality. B) instrumental capacity. C) cognitive capacity. D) cognitive dissonance. E) none of the above.

c. cognitive capacity

Which of the following is NOT true regarding the Net Promoter Score (NPS)? A) it appears to tap attitudinal loyalty B) it tends to be predictive of growth C) it appears to tap only behavioral loyalty D) it works well in only some industries E) all of the above

c. it appears to tap only behavioral loyalty

The ________ 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. A) conjunctive B) disjunctive C) lexicographic D) elimination-by-aspects E) compensatory

c. lexicographic

Another term for habitual decision making is A) limited decision making. B) extended decision making. C) nominal decision making. D) automatic decision making. E) routine decision making.

c. nominal decision making

Satisfaction with a purchase is primarily a function of A) the price of the product. B) product involvement. C) perceived performance relative to expectations. D) all of the above. E) none of the above.

c. perceived performance relative to expectations

Advertising can affect the importance of evaluative criteria by A) increasing attention on the evaluative criteria. B) increasing elaboration of the evaluative criteria. C) influencing the decision. D) a and b E) all of the above

d. a and b

Satisfaction with a product is primarily a function of A) instrumental performance. B) symbolic performance. C) financial performance. D) a and b. E) a and c.

d. a and b

The motivation to resolve a recognized problem depends on A) the time and effort required. B) the relative importance of the problem. C) the magnitude of the discrepancy between the desired and existing states. D) b and c. E) a and b.

d. b and c

The motives that underlie behaviors designed to achieve a second goal are termed A) latent motives. B) affective motives. C) consummatory motives. D) instrumental motives. E) none of the above.

d. instrumental motives

Doubt about the wisdom of a purchase shortly after the purchase is referred to as A) postevaluation doubt. B) postcognitive doubt. C) decision revision. D) postpurchase dissonance. E) none of the above.

d. postpurchase dissonance

The uncontrollable factors that affect problem recognition include all of the following EXCEPT A) household characteristics. B) individual development. C) financial expectations. D) sales force efforts. E) all of the above are uncontrollables that affect the desired state.

d. sales force efforts

Which of the following is an alternative if a consumer decides to retain a product's package? A) store it B) use it for a new purpose C) recycle it D) a and b E) all of the above

d: a and b

Which of the following is not generally an outcome for a satisfied customer? A) brand commitment B) positive WOM C) repeat purchases D) brand switching E) all of the above are possible outcomes

d: brand switching

Once a consumer problem is identified, the manager may structure the marketing mix to solve the problem. This can involve A) developing a new product. B) altering an existing product. C) modifying channels of distribution. D) changing pricing policy. E) all of the above

e. all of the above