MKTG 322 Test 3

Barry is always searching information about wine. he reads Wine Spectator every month, has several books related to wine and he searches so because he enjoys wine. What kind of search is this?

Continuous search

Which of the following is a noncompensatory decision rule?

All of the above

Which of the following is NOT a possible outcome once a consumer is satisfied?

All of the above are possible outcomes

There are several market segments based on their orientation toward shopping. The ____ shopper is least interested in the activity of obtaining products and indifferent toward shopping is which of the following?

Apathetic

Which type of consumer choice process involves the use of general attitudes, summary impressions, intuitions, or heuristics, and no attribute by attribute comparisons are made at the time of choice?

Attitude based choice

All of the brands that a consumer thinks of as potential solutions are known as the?

Awareness set

______ is the term used to refer to turnover in a firm's customer base as it gains and loses customers

Churn

There are several decision rules that consumers use to determine which product they will select to solve their problem. The _____ approach allows a strength in one product attribute to offset a weakness in another.

Compensatory

Which of the following is NOT a decision rule used by consumers?

Conjoint

As marketers we tend to think of the consumer as being rational and logical, which involves several assumptions including which of the following?

Consumers seek one optimal solution to a problem and select on that basis

A(n) ________ is the way an individual wants to feel or be at the present time

Desired State

The desired features or characteristics required to meet a consumer's needs are his or her?

Evaluative criteria

What are the various dimensions, features, or benefits consumers look for in response to a specific problem?

Evaluative criteria

the various dimensions, features, or benefits consumers look for in responses to a specific problem are called?

Evaluative criteria

Which source of information includes inspection or product trial?

Experiential Sources

Very high levels of purchase involvement tend to produce?

Extended decision making

Which type of search can involved independent sources, personal sources, marketer-based information, and product experience?

External search

What is a form of repeat purchase that is frequently confused with brand loyalty and results from consumers relying on previous satisfaction during post-purchase evaluations?

Habitual decision making

The market segment that makes purchases from home, is motivated by convenience rather than necessity of time, and is relatively affluent and well educated is the description of the _____ and would include the customer base of Mary Kay cosmetics?

In-home shoppers

When the consumer is not aware of the problem and the marketer must persuade consumers that not only do they have a problem but the marketer's brand is the solution is called a/an?

Inactive problem

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 ti stimulate?

Inactive problem recognition

The selection of which retail outlet from which to purchase a product?

Includes the use of evaluative criteria similar to product selection

Which of the following is NOT an action a consumer may utilize to reduce dissonance?

Increase the importance of alternatives that were not considered in the purchase identity

Leon is concerned with the reliability and durability of laptop computers he is considering purchasing. this represents which dimension of product performance

Instrumental

Joseph is buying a new computer, based on the merits of price, memory, speed and reliability. He mentally ranks each one.

Instrumental Choice

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?

Internal Search

Consumers who browse and/or purchase products in more than one channel simultaneously are known as?

Multi-channel shoppers

Which type of consumer decision making does NOT include an alternative evaluation?

Nominal decision making

Which of the following is NOT a factor affecting consumers' retail outlet selection?

Number of levels of distribution

Doubt or anxiety regarding a purchase a consumer has made is known as?

Post purchase dissonance

What is the first stage of the consumer decision process?

Problem Recognition

What is the result of a discrepancy between a desired state an an actual state that is sufficient to arouse and activate the decision process?

Problem recognition

An attribute used to stand for or indicate another attribute is known as a?

Proxy

Any source of products or services for consumers is referred to as a?

Retail Outlet

When perceptions of product performance match expectations that are at or above the minimum performance level, ______ generally results

Satisfaction

When marketers help consumers identify a problem that only that specific brand can solve, it is called?

Selective problem recognition

A consumer's or target market's perception of all the attributes associated with a retail outlet is generally referred to as the?

Store Image

One of the attributes of outlet selection pertains to the brands the retailer carries. An advantage to the retailer of offering national brands is?

The ability to offer their customers a known and desired product

Which of the following is true regarding post purchase dissonance?

The importance of the decision to the consumer is one factor that influences the probability and magnitude of post purchase dissonance

What is the first decision a dissatisfied customer will make?

Whether or not to take any external action