MAR4503 - Chapter 14

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 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.

_____ 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

Attempts to influence generic problem recognition are appropriate for brands that have a high market share.

True

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

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

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

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

Two basic approaches to causing problem recognition are _____.

generic problem recognition and selective problem recognition

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

limited decision making

Which type of decision making involves recognizing a problem for which there are several possible solutions?

limited decision making

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

nominal decision making

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

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

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

selective problem recognition

Which of the following drives problem recognition?

the consumer's perception of the actual state