MKG 310 Chapters 14-18 Quiz Q/A

Which of the following is NOT a key decision for retailers considering price advertising? A. How large a discount to use? B. Should a reference price be used? C. What verbal statements should be used? D. What is the cost of the item compared to the total media cost? E. None of the above are key decisions.

D. What is the cost of the item compared to the total media cost?

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.

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

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

A. activity analysis

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 _____. A. awareness set B. evaluative criteria C. alternative set D. preferred set E. consideration set

A. awareness set

Joyce will only drink Pepsi, and she feels an emotional attachment to it. That is the brand she was brought up on and is the one she continues to drink every day. Joyce is exhibiting _____. A. brand loyalty B. brand leverage C. brand image D. brand equity E. brand bias

A. brand loyalty

Which 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

A. conjunctive

Eric booked a hotel through hotels.com. However, when he arrived at the hotel, they had no record of his reservation, and he was unable to get a room. He decided then that he would never use this service again. Which reason for changing providers does this represent? A. core service failure B. service encounter failure C. pricing D. attraction by competitors E. ethical problems

A. core service failure

Which of the following does NOT influence the evaluation of alternatives on each criterion? A. decision rules applied B. evaluative criteria C. importance of criteria D. alternatives considered E. all of the above influence the evaluation of alternatives on each criterion

A. decision rules applied

Chaz was asked by a market researcher which criteria he uses when purchasing beer. He told the researcher that taste and price are important to him. Which method did the researcher use to obtain this information from Chaz? A. direct B. indirect C. projective D. perceptual mapping E. word association

A. direct

Exploding demand and short product life-spans for high-tech gadgets such as cell phones, personal computers, and various other personal electronic devices is creating growing concerns over _____. A. e-waste B. poisonous waste C. hazardous waste D. reusable waste E. recyclable waste

A. e-waste

The brands or products one will evaluate for the solution of a particular consumer problem are called the _____. A. evoked set B. evaluative criteria C. alternative set D. preferred set E. awareness set

A. evoked set

What are the two dimensions to performance for products? A. instrumental and symbolic B. latent and manifest C. immediate and delayed D. direct and indirect E. consummatory and instrumental

A. instrumental and symbolic

Once a problem is recognized, relevant information from long-term memory is used to determine if a satisfactory solution is known, what the characteristics of potential solutions are, what are appropriate ways to compare solutions, and so forth. This is referred to as _____. A. internal search B. external search C. primary search D. ongoing search E. evoked search

A. internal search

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? A. memory B. personal sources C. independent sources D. marketing sources E. experiential sources

A. memory

Kim did much of her Christmas shopping on the Internet last year. She enjoys buying online and does so frequently. She also likes going to the mall so she can see and try on the latest fashions. Kim represents which online shopper segment? A. Virtual Shoppers B. Status Strivers C. Mall Maniacs D. Fun Seekers E. Mall Rats

B. Status Strivers

Procter & Gamble is the manufacturer of Pampers diapers. At one time, the price of a typical package of diapers was relatively high (i.e., over $12 a package). Due to the threat of store brands stealing market share because of their lower price, P&G decided to lower the price for Pampers. While most consumers noticed the price reduction because P&G promoted that fact, what most of them did not notice was that the number of diapers per package also decreased. However, the reduction was only one or two diapers per package. Which of the following best explains why consumers did not notice the reduction in the quantity? A. Number of diapers per package was not important to consumers. B. The reduction in the quantity did not reach the level of a just noticeable difference. C. Price is more important than quantity to consumers. D. Consumers are price conscious for this product category. E. Consumers are brand loyal.

B. The reduction in the quantity did not reach the level of a just noticeable difference.

The term used to refer to turnover in a firm's customer base is _____. A. turnover B. churn C. attrition rate D. turn ratio E. defection rate

B. churn

Style, taste, prestige, feelings generated, and brand image are examples of which type of evaluative criteria? A. tangible B. intangible C. primary D. secondary E. instrumental

B. intangible

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

B. intuition

Which of the following is true regarding the Net Promoter Score (NPS)? A. it works well in all industries B. it asks WOM questions C. it calculates satisfaction scores D. it is difficult to use E. all of the above

B. it asks WOM questions

When a consumer notices a new product in a store because of the point-of-purchase display, reads about the attributes of the product and recalls an unresolved problem that this product will solve, and then purchases the product, _____ has occurred. A. automatic decision making B. limited decision making C. nominal decision making D. extended decision making E. truncated decision making

B. limited decision making

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

B. nominal decision making

Deliberate external search that occurs in the absence of problem recognition and is done both to acquire information for possible later use and because the process itself is pleasurable is known as _____. A. internal search B. ongoing search C. eternal search D. continuous search E. perpetual search

B. ongoing search

Carla continued to search for information on cars even after she purchased one. She would go over her decision in her head, and pay attention to ads that featured the car she bought. She was also noticing how many other people drove her model of car, which made her feel more confident that she made a wise decision. Carla is attempting to reduce _____. A. consumption guilt B. post purchase dissonance C. post purchase shame D. post purchase fear E. consumption anxiety

B. post purchase dissonance

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

B. 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

B. product analysis

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

B. reacting to problem recognition

A $10 savings on a $200 item should _____. A. not show the regular price B. show the dollar savings but not the percentage savings C. show the percentage savings but not the dollar savings D. show both the dollar savings and the percentage savings E. show neither the dollar savings nor the percentage savings

B. show the dollar savings but not the percentage savings

A metagoal refers to _____. A. the overall amount of energy devoted to any given purchase B. the general nature of the outcome being sought C. the conscious thinking of all decision processes D. using nonfinancial criteria to make purchase decisions E. none of the above

B. the general nature of the outcome being sought

Customer relationship management (CRM) programs are _____. A. increasingly less common in American firms B. used to increase satisfaction, commitment, and retention of key customers C. as simple as buying a computer program D. complex database systems designed to go beyond target customers E. all of the above

B. used to increase satisfaction, commitment, and retention of key customers

Which online shopping segment found by Experian is older, middle income, and only looking for functional necessity? A. Virtual Shoppers B. Status Strivers C. Just the Essentials D. Original Traditionalists E. Shopping Lovers

C. Just the Essentials

_____ refers to the fact that repeat and particularly committed customers tend to buy the brand consistently rather than waiting for a sale or continually negotiating price. A. Acquisition cost B. Referral C. Price premium D. Price indifferent E. Price insensitive

C. Price premium

Which of the following statements is FALSE regarding Internet retailing? A. The Internet is a major influence on in-store sales. B. Annual growth in online sales remains steady at 12 percent. C. Research has shown that consumers shop online for reasons different to those for shopping from catalogs. D. Catalogs and the Internet appear to work in a complementary fashion. E. Online sales are only about 15 percent of retail sales.

C. Research has shown that consumers shop online for reasons different to those for shopping from catalogs.

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 ____. nominal decision making A. current state B. desired state C. actual state D. self-concept E. self-assessment

C. actual state

The famous Pepsi challenge had consumers taste two brands of cola without letting them know the brand name of either. Which type of test is this? A. surrogate tests B. generic tests C. blind tests D. primary tests E. perceptual tests

C. blind tests

Pam and her friends ate at a new Italian restaurant, and the food, service, and ambiance exceeded their expectations. They all decided that this was the only Italian restaurant they will ever go to again in their town. This is an illustration of _____. A. nonsatisfaction B. extended decision making C. commitment D. relationship marketing E. customer value

C. commitment

Which type of decision making involves an extensive internal and external information search followed by a complex evaluation of multiple alternatives and significant postpurchase evaluation? A. limited decision making B. nominal decision making C. extended decision making D. complex decision making E. complete decision making

C. extended decision making

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? A. memory B. personal sources C. independent sources D. marketing sources E. experiential sources

C. independent sources

Which information source is NOT actively acquired by consumers? A. past searches B. personal experience C. low-involvement learning D. independent groups E. marketer information

C. low-involvement learning

An outlet or brand whose performance confirms a low-performance expectation generally will result in _____. A. satisfaction B. dissatisfaction C. nonsatisfaction D. elation E. anger

C. nonsatisfaction

Tasha loves to shop at Macy's. She can scan Jessica Simpson bar codes with her Blackberry app and check prices and availability in Macy's and other stores at the same time. To which shopping segment does Tasha belong? A. channel shoppers B. super shoppers C. omni-channel shoppers D. mobile shoppers E. none of the above

C. omni-channel shoppers

Feature and quality variations across brands are referred to as _____. A. product positioning B. brand leverage C. product differentiation D. market segmentation E. market characteristics

C. product differentiation

Which of the following is NOT a type of consumer choice process? A. affective choice B. attitude-based choice C. rational choice D. a and b E. all of the above are types of consumer choice processes

C. rational choice

What was the MAIN reason consumers gave in a survey for why they don't like shopping in stores? A. don't like shopping B. dealing with crowds C. salespeople are poorly informed D. parking and traffic E. the time it takes to shop

C. salespeople are poorly informed

Purchase of which product typically represents low social risk and low economic risk for consumers? A. deodorant B. automobile C. socks D. auto repairs E. hair cut/style

C. socks

Brands owned and sold by a specific retail outlet are known as _____. A. primary brands B. secondary brands C. store brands D. internal brands E. limited distribution brands

C. store brands

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

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

Which of the following affects how important various criteria are for consumers? A. usage situation B. competitive context C. advertising effects D. all of the above E. none of the above

D. all of the above

Which type of consumer choice process requires the knowledge of specific attributes at the time the choice is made, and it involves attribute-by-attribute comparisons across brands? A. affective choice B. attitude-based choice C. rational choice D. attribute-based choice E. instrumental choice

D. attribute-based choice

Which of the following is true regarding Internet shopping? A. Most future growth will come from new users. B. Most future growth will come from existing buyers. C. Annual growth in the number of Internet users is low. D. b and c E. a and c

D. b and c

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

D. brand loyal decision

In which type of indirect measurement approach to measuring the relative importance of consumers' evaluative criteria are consumers presented with several descriptions of alternatives and asked to rank all of them in terms of his or her preference for those combinations of features? A. perceptual mapping B. regression analysis C. factor analysis D. conjoint analysis E. cluster analysis

D. conjoint analysis

Pamela likes to sew because it relaxes her. To her, it's like therapy. For Pamela, sewing represents which type of motive? A. instrumental motive B. affective motive C. cognitive motive D. consummatory motive E. personal motive

D. consummatory motive

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 _____. A. evoked set B. evoked criteria C. consideration criteria D. evaluative criteria E. evaluative set

D. evaluative criteria

Nancy usually considers price and quality when she has to make a major purchase, such as an appliance or an automobile. These two features represent Nancy's _____. A. alternatives B. choices C. heuristics D. evaluative criteria E. motives

D. evaluative criteria

With the information provided by perceptual mapping the marketer can determine all of the following EXCEPT _____. A. how the position of brands changes in response to marketing efforts B. how different brands are positioned according to evaluative criteria C. how to position new brands using evaluative criteria D. how consumers will trade one evaluative criteria for another E. all of the above

D. how consumers will trade one evaluative criteria for another

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

D. human factors research

Which of the following are types of reference prices? A. primary and secondary B. direct and indirect C. latent and manifest D. internal and external E. high and low

D. internal and external

Sales personnel, websites, and advertising represent which type of information source? A. memory B. personal sources C. independent sources D. marketing sources E. experiential sources

D. marketing sources

Why must manufacturers design products with both the primary purpose and other potential uses in mind? A. consumers demand it B. competition requires it C. to be able to promote secondary uses D. stringent product liability laws E. to save on research and development costs

D. stringent product liability laws

Monique is buying a new coat for the winter. While she is concerned with how well the coat will keep her warm, she is also concerned with how stylish it will make her look. Her concern for stylishness represents which dimension of product performance? A. affective B. direct C. instrumental D. symbolic E. consummatory

D. symbolic

Which of the following is a decision rule used by consumers? A. conjunctive B. disjunctive C. lexicographic D. compensatory E. all of the above

E. All of the above

A consumer's decision of whether or not to take action when he or she is dissatisfied is a function of which of the following? A. importance of the purchase to the consumer B. ease of taking action C. consumer's existing level of overall satisfaction with the brand or outlet D. characteristics of the consumer involved E. all of the above

E. all of the above

How has the Internet changed consumers' ability to search for information? A. allows easy access to manufacturers' websites B. allows easy access to other consumers C. allows easy access to government agencies D. expands the ability of marketers to provide information to consumers E. all of the above

E. all of the above

Omni-channel shoppers A. rely on mobile and mobile shopping apps B. belong to Gen Y C. belong to Gen X D. a and b E. all of the above

E. all of the above

The "Merchandise" dimension of store image includes _____. A. quality B. selection C. price D. style E. all of the above

E. all of the above

The purchase of products involves the risk that they may not perform as expected, causing which of the following to be high? A. social cost B. time cost C. effort cost D. physical cost E. all of the above

E. all of the above

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

E. all of the above

Which of the following is a key element of relationship marketing? A. Customizing the relationship to the individual customer. B. Pricing in a manner to encourage loyalty. C. Augmenting the core service or product with extra benefits. D. Marketing to employees so that they will perform well for customers. E. all of the above

E. all of the above

Which of the following is true regarding the Internet as a source of information? A. Online information is expected. B. Online information boosts offline sales. C. Online sources are viewed as valuable. D. Online sources reduce a salesperson's role. E. all of the above

E. all of the above

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 _____. A. market segmentation B. search engine optimization C. spam D. blogging E. behavioral targeting

E. behavioral targeting

Which of the following shelf-based point-of-purchase materials provide the maximum lift in sales? A. coupon dispensers B. retail price promo signs C. shelf talker, dangler, etc. D. inflatable (mobile) E. c and d

E. c and d

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 _____. A. evoked set B. consideration set C. inept set D. excluded set E. inert set

E. inert set

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

E. 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

E. suppressing problem recognition