MAR 4503 Test 2
Which of the following statements is true regarding active and inactive consumer problems?
Active problems require the marketer only to convince consumers that its brand is the superior solution.
Which company just established a partnership with Amazon to allow consumers to buy expensive things in installments?
Affirm
What are some concerns/issues about BNPL?
All of the above - BNPL services are not technically loans in U.S.A. - Consumer data and spending pattern are not confidential - Unsustainable levels of consumer debt - Consumers regret to buy expensive items which they cannot normally afford
Consumer-to-consumer solutions to "problems they never knew they had" have accelerated due to the rise of
All of these choices are correct. - social media like Pinteres - crowd sourcing like Kickstarte - peer innovation like Quirky.
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 decisions 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 is of the following is an advantage of BNPL?
Consumers feel more manageable for their budgets
Which of the following statements) is/are correct about Buy Now Pay Later?
It is a form of debt
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.
A manufacturer of a digital music player asked several consumers the problems associated with using these types of products. Several consumers said that they had trouble downloading music onto their computers and then onto their music players. Which approach to problem recognition is this marketer using?
Product Analysis
Which of the following is not a research finding regarding the Internet as an information source?
Roughly 30% of American adults use a search engine to research a product/service before buying it online.
Canon markets digital cameras and is aware that consumers search for information concerning this product on the Internet using one of the several search engines (e.g. Google). To ensure that Canon appears on the first page of results, this company pays the search engine to become a sponsored link when consumers search the key words "digital camera." This is an illustration of
Search Engine Optimization
Which of the following statements is false regarding information search?
Searching for information is free.
Which country is the largest European adoption for Buy Now Pay Later?
Sweden
A consumer decision requires information on which of the following?
The appropriate evaluative criteria for the solution of a problem, the existence of various alternative solutions, and the performance level or characteristic of each alternative solution on each evaluative criterion.
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.
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
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?
acceptance strategy
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
What are the types of consumer problems?
active and inactive
Kim was participating in a group discussion centered on the participants problems encountered while taking care of their hair. Which approach to problem identifcation is this?
activity analysis
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
actual state
Which demographic factors still have the most influence on U.S. adult Internet usage?
age, income, education
Karl and his wife are considering putting a built-in pool in their backyard. They were discussing who they could get to do it for them, and they realized they knew of five pool contractors in their city. These five pool contractors that they thought of as potential contractors for them represent their
awareness set
Ben is interested in golf, so he visits several golf-related websites, such as the USGA and the PGA. Unbeknownst to him, his surfing behavior is being tracked, and it's no accident that he receives several banner ads for golf products and destinations. This is called
behavioral targeting
Which online environment option is a growing source of potential consumer feedback and input?
blogs, Facebook, and Twitter
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
Nominal decisions can be broken into which two distinct categories?
brand loyal decisions and repeat purchase decisions
Which marketing strategies are appropriate for limited decision making?
capture strategy and intercept strategy
The percentage who click through a banner ad to the corporate website is known as
click-through rate
Which of the following is not a type of consumer decision making discussed in your text?
complex decision making
Experience, familiarity, social status, shopping orientation and product involvement are examples of which factor that influences the expected benefits and perceived costs of search?
consumer characteristics
Which nonmarketing factor affects a consumer's desired state?
culture/subculture
Candace is on a diet and wants to lose 10 pounds. She wants to be thin right now, which represents her
desired state
Which marketing strategy is appropriate if the brand is not part of consumers' evoked sets?
disrupt strategy
Which marketing strategy is appropriate if the brand is not part of the evoked set and the target market engages in nominal decision making?
disrupt strategy
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 was 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 of the following is not a subcategory of the awareness set?
evaluation set
Freddy is purchasing a new car, and he has decided that gas mileage, price, reliability, and styling are important to him. These attributes represent Freddy's
evaluative criteria
Thomas is aware of several different brands of electric shavers, but he is only considering seriously three different brands. These three brands that Thomas is evaluating represent his
evoked set
Lane is test driving several models of automobiles to help him decide which one to purchase. Which source of information does this represent?
experiential sources
Eric was in the store and started looking at riding lawn mowers. He didn't come to this store for the purpose of purchasing one, but he started considering it once he was there. However, he did not purchase one on that trip. Instead he went to other stores to look at their mowers, he asked his neighbor and his brother-in-law about their mowers, and he searched the Internet before he decided on the brand to purchase. Which type of decision making did Eric undertake?
extended decision making
Two basic approaches to causing problem recognition are
generic problem recognition and selective problem recognition
The Smith's oldest daughter, Olivia, is a senior in high school. She has all "A's* and scored a 34 on the ACT. She is president of the debate team and the national honor society as well as a member of the cheerleading squad. Olivia wants to attend medical school, so both she and her parents are very concerned about which undergraduate school she attends. They have spent countless hours on the Internet examining universities, and they have already visited five campuses. 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
Nathan is purchasing a new computer, so he asks his friends and family for help in selecting one. He also has searched the Internet and visited the Dell, Gateway, and Apple websites and has consulted Consumer Reports. Nathan is conducting which type of information search?
external search
Research shows that the most important search-related use of the Internet is
finding information
Consumers conducting a generic search in an Internet search engine use which type of terms?
general product-related terms
Research has shown that most of the online search leading up to a purchase was
generic
Campbell's 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 Campbell's attempting to stimulate?
generic problem recognition
Nominal decision making is sometimes referred to as
habitual 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?
human factors research
The Martins' home has potentially unsafe levels of radon, but they have no idea because it is odorless and they have not been feeling any ill effects from it. In fact, several homes have this problem and the owners are not aware of it, and they may never become aware of it unless testing is done. What type of consumer problem is this?
inactive
Jon needed to purchase new tires for his SUV. He consulted Consumer Reports to see how the various brands were rated. Jon consulted which type of information source?
independent sources
Darcy is considering the purchase of living room furniture. While there are several national-chain furniture stores in her city, she is not considering Haverty's because she's purchased furniture from this store before and has been dissatisfied. For Darcy, this furniture retailer is included in her
inept set
Elaine is considering the purchase of a computer and is aware that Toshiba and HP are brands in this product category. However, she is basically indifferent toward them. These two brands represent Elaine's
inert set
If a brand is included in a consumer's evoked set, which marketing strategy is not appropriate?
intercept strategy
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?
intercept strategy
Nakeisha wants to purchase some new make-up, but she wants something different from what she is currently using. Since she has experience with this product, she just thinks of the other products she has tried and decides to purchase one of those. Which type of information search has Nakeisha performed?
internal search
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
Marla is bored with her cell phone. She wants to purchase a new one that has cool ring tones and can take pictures and video. 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
Wendy was in Walmart and noticed a display with baking items collected together and a little pad with recipes to tear off. She looked at the recipe and decided that this would make a nice dessert for Thanksgiving, so she purchased the products that were conveniently located on the display. Which type of decision making did Wendy undertake?
limited decision making
Which type of consumer decision making includes the evaluation of only a few attributes, simple decision rules, and few alternatives?
limited decision making
Which type of decision making involves internal and external search, few alternatives, simple decision rules on a few attributes, and little postpurchase evaluation?
limited decision making
Which type of decision making involves recognizing a problem for which there are several possible solutions?
limited decision making
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
low in product involvement; high in purchase involvement
Which type of consumer decision making only includes the stages of problem recognition, limited internal information search, purchase, and limited postpurchase behavior?
nominal decision making
Susan actually knows quite a bit about some product categories that she doesn't actively seek out information concerning and doesn't even own. Which of the following is the most likely means by which she obtained this information?
low-involvement learning
Coca-Cola has a large brand-loyal purchaser segment. Which marketing strategy is appropriate for this brand?
maintenance strategy
Which marketing strategies are appropriate for nominal decision making?
maintenance strategy and disrupt strategy
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?
market characteristics
Stephanie and her husband are considering the purchase of a 52" plasma television. They have visited several manufacturers' websites, looked at the ads in the Sunday newspaper, and have spoken with sales people at several electronics stores. Which source of information are they using?
marketing sources
Karen is going to the mall to purchase new shoes. Based on her prior experience with Nine West and her positive attitude toward them, she plans on looking at the Nine West store first. Her decision to visit the Nine West store is based on which source of information?
memory
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
Which type of consumer decision making includes only a limited internal information search and no external search for information?
nominal decision making
All except which of the following nonmarketing factors affect consumers' desired state?
normal depletion
Barry is always searching information about wine. He reads Wine Spectator every month, has several books related to wine, visits wine-related websites frequently, and has visited several wine regions throughout the world. While he purchases wine frequently, he does not conduct this information search for just that reason. He just enjoys learning about wine. For Barry, his search for information about wine is a(n)
ongoing search
Friends, family, and others are examples of which source of information?
personal sources
Extended decision making with the brand in the evoked set requires which marketing strategy?
preference strategy
Which marketing strategies are appropriate for extended decision making?
preference strategy and acceptance strategy
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
What is the first stage of the consumer decision process?
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
Feature and quality variations across brands are referred to as
product differentiation
Which of the following is a nonmarketing 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
All except which of the following nonmarketing factors affect a consumer's 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
An advertisement for Topol toothpaste, which is targeted at smokers and 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
Amelia wanted to purchase a nice watch for her husband, but she was overwhelmed by the amount of information available on the Internet for this product. She visited one website that offered a service that would do the searching and comparisons for her, so she decided to use it. The service Amelia used is referred to as a(n)
shopping bot
Consumers' general approaches or patterns of external search are termed
shopping orientations
Radian6 is a leader in the field of
social media measurement and consumer problem discovery
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 of the following drives problem recognition?
the consumer's perception of the actual state
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
To which set do alternatives the consumer does not know about belong?
unawareness set
James likes to eat 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
The second screen refers to
watching TV while interacting with another mobile device