MKT CH 6 STUDY GUIDE

Customer dissatisfaction is most likely to occur when a consumer buys a washing machine and it ______.

fails to live up to high performance expectations

The search for information is the ______ step in the consumer decision process.

second

Which of Maslow's needs is the highest level of needs?

self-actualization

Factors that influence consumer behavior and are a part of the external ______ environment, include consumers' family, friends, reference groups, and culture in which they operate.

social

Retailers measure ______ to see how well they are doing at turning potential buyers into actual buyers.

the conversion rate

The consumer decision process is best defined as ______.

the steps consumers experience when making a purchase

The collection of all possible alternatives for a decision, even those the buyer would not consider and might not even be aware of, is referred to as the ______.

universal set

Self-actualization occurs when ______.

you feel completely satisfied with your life and how you live

Which purchase would be most likely to be motivated by a safety need?

A bike lock

Which product pairs CANNOT be evaluated for purchase by consumers based on their determinant attributes in the purchase process?

A car and a computer (such as Ford and Apple)

All of the following affect the consumer search process EXCEPT which element?

A firm's accounting processes

Kristin is worried the laptop she is buying will not have sufficient memory for her needs.

Actual or percieved risk

Which of the following best describes postpurchase cognitive dissonance?

An internal conflict

When the consumer uses many evaluative criteria such as fuel economy, acceleration speed, and the availability of extra features, like satellite radio or GPS, to make a decision about purchasing a car, the consumer is doing what?

Basing the decision on important, salient features of the car

True or false: Universal sets are a subset of retrieval sets and evoked sets.

False, Retrieval sets and evoked sets are subsets of universal sets, not the other way around.

True or false: The consumer decision process starts with need recognition and ends with the purchase itself.

False; The consumer decision process begins with need recognition and ends with postpurchase, a step that follows the purchase.

What are the two types of information search? (Select all that apply.)

Internal and external

In which situation did an alternative evaluation option occur within the search process?

Kevin searches for a new car on the Internet before visiting the "The Mile of Cars" store

Kristin has no choice of brand when it comes to laptops—her department uses special software that only runs on Apple computers.

Locus of control

Which factor does NOT directly influence how the consumer makes a purchase decision?

Macroeconomic factors

Kristin tries to decide between two laptops: one with a large hard drive versus one for $100 less and a smaller hard drive.

Perceived benefits versus perceived costs of search

Need recognition would be greatest in which situation?

Pete returned home from work to find his refrigerator is broken and his refrigerated and frozen food must be thrown out.

Michelle is looking for a new apartment. Her first option is located two blocks from her job. The rent is at the top of her price range and it is much smaller than she had expected. Due to the fact that the complex is close to work and allows her to have her dog, Michelle put it at the top of her list. Which best explains the perceived benefits of Michelle's possible new apartment?

Proximity to work and allows pets

Need _____________ is the first stage in the consumer decision process.

Recognition

Why would a firm record the number of abandoned virtual carts on its website?

To assess the conversion rate

Which best describes the purpose of determinant attributes?

To help consumers differentiate competing brands or stores that seem similar

True or false: Consumers often evaluate alternatives while still engaged in the search process.

True

True or false: Situational factors sometimes override psychological and social issues.

True

When does the consumer decision process begin?

When consumers realize they have an unfulfilled need and want to reach their desired state

Limited problem solving is most likely to occur under which condition?

When the consumer has a purchase decision that calls for, at most, moderate effort and time

Which of the following is NOT an external search for information when looking to purchase a new car?

Your mother has owned four Toyota cars, which you loved driving.

The final step in the consumer decision-making process includes three possible outcomes: a satisfied customer, customer loyalty, or ______.

cognitive dissonance

Nancy has bought a curling iron, but the appliance is very difficult to use to achieve the look she wants. Additionally, it takes at least 15 minutes to heat before use. Nancy's postpurchase outcome is best described as customer ______, one of three possible outcomes.

dissatisfaction

If you purchase a book on how to improve your meditation skills and maintain a satisfied outlook on life then you have probably been motivated by which of Maslow's needs?

esteem

______________ needs (from Maslow's hierarchy) allow people to satisfy their inner desires.

esteem

Important attributes, or ______ criteria, consist of a set of salient, or important, attributes about a particular product. Examples of these attributes can be price, quality, location, time, ease of use, etc.

evaluative

Jill is in the market for purchasing a new automobile, but she will only consider models made by American companies. The American car makers are part of Jill's ______ set.

evoked

Jim is familiar with several brands of mobile phones, but he plans to consider only two brands when he purchases his next phone. Those two brands are his ________ set.

evoked

Consumers often use ______ problem solving for risky purchase decisions.

extended

Jamie needed to buy a car. She started by visiting the Consumer Reports website to look at their reviews of cars, asked her friends for advice, and visited the websites of all the major car manufacturers. Next, she went to several car dealerships to test-drive cars. Finally, she chose the model she wanted, after which she went back to the Internet to look for the best price. Jamie engaged in ______ problem solving to select a car.

extended

High buyer involvement is likely to lead to what kind of problem solving?

extended problem solving

Typically, consumers exhibit two types of behavior when buying based on the type of product or service they are purchasing. They commonly engage in ______ problem solving when buying a car or washing machine and in ______ problem solving when buying shampoo or a box of noodles.

extended; limited

An ______ search is when the buyer looks for information beyond personal knowledge to help make the buying decision, such as checking the Internet, asking a friend, or visiting a showroom.

external

They are two key types of information searches: internal and ________.

external

If you are motivated by physiological needs to make a purchase, which product would you buy?

food

Barry needs a new pair of running shoes. He first thinks about the last pair he bought, how comfortable they are, and how well they have held up. He is conducting a(n) ______________ search for information.

internal

Joanna owns an iPad and a Macbook, both Apple products. When it is time to buy a new phone, she chooses an iPhone. She is probably using a(n) ______ search when deciding how she feels about Apple's products.

internal

Wayne has bought over 15 laptop computers for himself and his family. To buy a new one he does no searching online or in any stores but goes straight to the HP website and orders a slightly newer version of the last one he bought. For him, the laptop is a(n) ______ problem-solving experience.

limited

Hallmark sells Valentine's Day cards with romantic quotes, which are appealing to ______ needs.

love

Sometimes older people join Facebook as a way to keep in touch with younger family members. Which of Maslow's needs motivates their decision to join Facebook?

love

A(n) ______ is a basic need that drives the consumer to solve the problem and satisfy the need such as purchasing a pain reliever when she has a headache

motive

The drive or need that pushes the consumer to satisfy his unmet needs, such as having no laundry detergent to do the wash or running out of printer paper, is a(n) ______.

motive

The social influences that affect a consumer's behavior do NOT include _______.

perceptions

The final step in the consumer decision-making process, and a very important element in retaining and building a loyal customer base, is _______________ behavior.

postpurchase

Jake is feeling uncomfortable with the contract he signed to buy a car because he bought a racy sports car but is having a second child in a few weeks. The discomfort he is experiencing between what he knows he should buy and what he has purchased is best known as ______.

postpurchase cognitive dissonance

Consumer decision making about products and services is influenced by the configuration of all of the following; market mix, social influences, ______ factors, and sociological factors.

psychological

The motive that drives John to buy a large bottle of Gatorade after a 3-mile run and drink it quickly is a(n) ______ need.

psychological

Which factors usually influence the consumer decision process the same way each time? (Select all that apply.)

psychological and social

All of the brands that Mary can easily call to mind for laundry detergents, whether she would consider buying them or not, comprise her ______ set.

retrieval

When Amber is thinking about where she would like to eat lunch, she remembers five places close by where she has eaten before. Although some of them she would not revisit, these restaurants are part of Amber's ______ set.

retrieval

Betty buys antibacterial hand soap for her kitchen and bathrooms in order to prevent the spread of germs. She is motivated by a(n) ______ need.

safety

After consumers complete the need recognition stage in the consumer decision process, they begin the ______ stage.

search for information