MKTG quiz 3

25. Research shows that the most important search-related use of the Internet is _____. a. finding information b. getting news c. buying a product d. using email e. checking the weather

A

3. Nominal decision making is sometimes referred to as _____. a. habitual decision making b. routine decision making c. simple decision making d. automatic decision making e. default decision making

A

10. Which of the following are indirect measurement techniques used to determine consumers' evaluative criteria? a. conjoint analysis & factor analysis b. factor analysis & regression analysis c. regression analysis & perceptual mapping d. projective techniques & perceptual mapping e. projective techniques & regression analysis

D

11. Higher perceived risk is associated with _____. a. decreased search prior to purchase b. more reliance on information from personal sources c. greater reliance on personal experience d. B and C only e. A and C only

D

11. 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

1. Which approach to problem recognition attempts to determine human capabilities in areas such as vision, strength, response time, flexibility, and fatigue and the effect on these capabilities of lighting, temperature, and sound? a. human factors research b. activity analysis c. product analysis d. problem analysis e. emotion research

A

12. Which of the following is probably the most important situational variable with respect to search behavior? a. temporal perspective b. task definition c. physical surroundings d. antecedent state e. social surrounding

A

12. 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

13. 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? a. variety seeking b. brand switching c. entertainment d. limited search e. extended search

A

14. Speed of service and convenient location are criteria Jake considers when deciding at which restaurant to eat lunch during a work day. However, when he and his wife go out for a romantic dinner, the ambiance and quality of the food are more important. Which factor is influencing the importance he places of various criteria? a. usage situation b. competitive context c. advertising effects d. experience e. social influences

A

14. Which marketing strategy is appropriate if the brand is not part of consumers' evoked sets? a. disrupt strategy b. maintenance strategy c. capture strategy d. preference strategy e. all of the above

A

17. The multiattribute model is which type of decision rule? a. compensatory b. noncompensatory c. disjunctive d. lexicographic e. elimination-by-aspects

A

18. Nominal decisions can be broken into which two distinct categories? a. brand loyal decisions and repeat purchase decisions b. primary decisions and secondary decisions c. high involvement decisions and low involvement decisions d. expensive decisions and inexpensive decisions e. first purchase decisions and repeat purchase decisions

A

2. Nakeisha wants to purchase some new makeup, but she wants something different from what she is currently using. Because 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? a. internal search b. external search c. primary search d. ongoing search e. evoked search

A

20. Which marketing strategies are appropriate for nominal decision making? a. maintenance strategy and disrupt strategy b. capture strategy and intercept strategy c. preference strategy and acceptance strategy d. maintenance strategy and intercept strategy e. capture strategy and acceptance strategy

A

21. Which marketing strategy is appropriate if the brand is not part of consumers' evoked sets? a. disrupt strategy b. maintenance strategy c. capture strategy d. preference strategy e. all of the above

A

22. Which decision rule establishes minimum required performance standards for each evaluative criterion and selects the first or all brands that meet or exceed these minimum standards? a. conjunctive b. disjunctive c. lexicographic d. elimination-by-aspects e. compensatory

A

5. Hannah asked her mother to buy her a certain brand of athletic shoes because that's what all the other kids are wearing at school. For Hannah, which type of motive is most likely underlying her request for that specific brand? a. instrumental motives b. affective motives c. cognitive motives d. consummatory motives e. personal motives

A

7. 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

9. Very high levels of purchase involvement tend to produce a. extended decision making. b. nominal decision making. c. affective decision making. d. limited decision making. e. none of the above

A

10. Kodak 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 Kodak 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 _____. a. market segmentation b. search engine optimization c. spam d. blogging e. behavioral targeting

B

10. _____ is the result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process. a. Alternative evaluation b. Problem recognition c. Information search d. Purchase e. Postpurchase evaluation

B

13. Which marketing strategies are appropriate for limited decision making? a. maintenance strategy & disrupt strategy b. capture strategy & intercept strategy c. preference strategy & acceptance strategy d. maintenance strategy & intercept strategy e. capture strategy & acceptance strategy

B

15. A new brand of peanut butter cookies includes Hershey's Kisses chocolates on top. Which of the following is this new brand using in an attempt to gain from the quality associated with Hershey's chocolate? a. blind test b. brand alliance c. two-sided message d. conjoint alliance e. conjunctive alliance

B

16. Friends, family, and others are examples of which source of information? a. memory b. personal sources c. marketing sources d. experiential sources e. independent sources

B

17. Unsolicited e-mail that is a major concern and irritant is known as _____. a. PBE b. spam c. blog d. junk mail e. banner mail

B

20. A(n) _____ is the way an individual perceives his or her feelings and situation to be at the present time. a. current state b. actual state c. desired state d. self-concept e. self-assessment

B

21. A(n) _____ is the way an individual wants to feel or be at the present time. a. current state b. desired state c. actual state d. ideal state e. idolized state

B

21. Which decision rule establishes a minimum level of performance for each important attribute (often a fairly high level) and says that 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

B

3. 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? a. internal search b. external search c. primary search d. ongoing search e. evoked search

B

4. A decision that does not include alternative evaluation is a. extended decision making. b. nominal decision making. c. affective decision making. d. limited decision making. e. none of the above.

B

5. 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? a. automatic decision making b. limited decision making c. nominal decision making d. extended decision making e. truncated decision making

B

5. What is the most common approach to discovering consumer problems? a. product analysis b. intuition. c. activity analysis d. problem analysis e. qualitative research

B

6. What is the first stage of the consumer decision process? a. information search b. problem recognition c. alternative evaluation d. purchase e. postpurchase behavior

B

7. Which type of nominal decision is characterized by a consumer believing that all brands within a given product category are about the same and not attaching much importance to the product category or purchase? a. routine decision b. repeat purchase decision c. secondary decision d. inconsequential decision e. indifferent decision

B

1. The second screen refers to a. watching streaming video on a mobile device b. surfing the Internet c. watching TV while interacting with another mobile device d. local mobile search e. all of the above

C

12. The minimum amount that one brand can differ from another with the difference still being noticed is referred to as the ______. a. discriminatory difference b. sensory difference c. just noticeable difference d. recognition difference e. obvious difference

C

13. An attribute used to stand for or indicate another attribute is known as a _____. a. determinant attribute b. substitute indicator c. surrogate indicator d. secondary indicator e. proxy

C

16. The level of concern for, or interest in, the purchase process triggered by the need to consider a particular purchase is known as _____. a. personal involvement b. product involvement c. purchase involvement d. enduring involvement e. activated involvement

C

17. Which type of consumer decision making involves the evaluation of many attributes and alternatives and employs complex decision rules? a. routine decision making b. nominal decision making c. extended decision making d. simple decision making e. limited decision making

C

19. Which decision rule requires the consumer to rank the criteria in order of importance, and then the consumer selects the brand that performs best on the most important attribute? a. conjunctive b. disjunctive c. lexicographic d. elimination-by-aspects e. compensatory

C

2. Duane is of average intelligence, and like most consumers, he cannot compare too many alternatives at one time. This limited capacity for processing information is known as _____. a. working memory b. bounded memory c. bounded rationality d. bounded processing e. finite processing

C

22. Which marketing strategy requires consistent attention to product quality, distribution, and a reinforcement advertising strategy because the brand is purchased habitually by the target market? a. capture strategy b. acceptance strategy c. maintenance strategy d. preference strategy e. disrupt strategy

C

23. Which type of test enables the marketer to evaluate the functional characteristics of the product and to determine if an advantage over a particular competitor has been obtained without the contaminating, or halo, effects of the brand name or the firm's reputation? a. surrogate tests b. generic tests c. blind tests d. primary tests e. perceptual tests

C

24. 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

25. Which of the following is the most common method of direct measurement of the relative importance of consumers' evaluative criteria? a. rank ordering scales b. semantic differential scales c. constant sum scales d. Likert scales e. nominal scales

C

4. Every winter, Laurie's skin becomes very dry and results in painful cracks in the skin on her fingers. Once this happens, Laurie remembers that Zim's Crack Cream works really well for this problem, so she stops at the store to pick some up. Which type of decision making has occurred? a. automatic decision making b. limited decision making c. nominal decision making d. extended decision making e. truncated decision making

C

6. The desired features or characteristics required to meet a consumer's needs are his or her _____. a. evoked set b. consideration criteria c. evaluative criteria d. evoked criteria e. evaluative set

C

8. Which of the following statements is FALSE regarding consumer decisions and the consumer decision process? a. The decision process model provides useful insight into all types of consumer purchases. b. Consumer decisions are frequently the result of a single problem. c. Consumer decisions are rational and functional; otherwise they do not involve decisions per se. d. Some consumer decisions result from the convergence of several problems. e. Once the decision process begins, it may evolve and become more complex with multiple goals.

C

9. To determine which criteria are used by consumers in a specific product decision, the marketing researcher can utilize which two methods of measurement? a. primary and secondary b. manifest and latent c. direct and indirect d. immediate and delayed e. nominal and interval

C

18. 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. behavioral targeting e. blogging

D

18. Given the following importance weights Price = 50, Quality = 40, and Ease of Use = 10, which of the following computers would be chosen using a compensatory decision rule? a. Dell b. a tie between Compaq and Dell c. NEC d. Compaq e. a tie between NEC and Dell

D

19. Which type of nominal decision is characterized by a fairly high degree of product involvement but a low degree of purchase involvement? a. routine decision b. inexpensive decision c. primary decision d. brand loyal decision e. low visibility decision

D

2. Consumer-to-consumer solutions to "problems they never knew they had" have accelerated due to the rise of _____. a. social media like Pininterest b. crowd sourcing like Kickstarter c. peer innovation like Quirky d. all of the above e. none of the above

D

20. Miles is considering the purchase of a new car. Price is the most important criterion for him, and he will only consider those models that do not exceed $20,000. Because several models satisfy this criterion, he then considers how each alternative performs with respect to gas mileage, and he will not consider any that get less than 20 miles per gallon in the city. Which decision rule is Miles using? a. conjunctive b. disjunctive c. lexicographic d. elimination-by-aspects e. compensatory

D

4. Which type of motives underlie behaviors that are intrinsically rewarding to the individual involved? a. instrumental motives b. affective motives c. cognitive motives d. consummatory motives e. personal motives

D

6. Joseph is considering the purchase of a computer, and he is comparing brands on the basis of price, memory, speed, and reliability. He mentally ranks each alternative on these attributes and makes a selection based on these rankings. Joseph is using which type of choice process? a. affective choice b. attitude-based choice c. rational choice d. attribute-based choice e. instrumental choice

D

7. 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

9. _____ involves tracking consumer click patterns on a website and using that information to decide on banner ad placement. a. Click-through targeting b. Search engine optimization c. Bot software d. Behavioral targeting e. Spam

D

1. Rational choice theory implicitly or explicitly assumes a number of things about consumer choice that are often not true, such as _____. a. consumers seek one optimal solution to a problem and choose on that basis b. consumers have the skill and motivation to find the optimal choice c. the optimal solution does not change as a function of situational factors such as time pressure, task definition, or competitive context d. A and C only e. all of the above

E

11. Which type of consumer decision making includes the evaluation of only a few attributes, simple decision rules, and few alternatives? a. routine decision making b. nominal decision making c. extended decision making d. simple decision making e. limited decision making

E

14. Which of the following is an approach to problem identification? a. activity and product analysis b. human factors research c. problem analysis d. emotion research e. all of the above

E

15. 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 are appropriate to attempt to influence generic problem recognition.

E

15. Which of the following is a primary source of information available to consumers a. memory b. personal sources c. independent sources d. marketing sources e. all of the above

E

16. Which of the following is a noncompensatory decision rule? a. conjunctive b. disjunctive c. lexicographic d. elimination-by-aspects e. all of the above

E

19. Which of the following factors influences the expected benefits and perceived costs of search? a. market characteristics b. product characteristics c. consumer characteristics d. situation characteristics e. all of the above

E

23. 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? a. capture strategy b. acceptance strategy c. maintenance strategy d. preference strategy e. intercept strategy

E

24. The ability of an individual to distinguish between similar stimuli is called _____. a. stimulus generalization b. perceptual generalization c. perceptual discrimination d. sensory perception e. sensory discrimination

E

3. Which of the following is(are) a type of consumer choice process? a. affective choice b. attitude-based choice c. attribute-based choice d. A and B only e. A, B, and C (not D)

E

8. Before a marketing manager or public policy decision maker can develop a sound strategy to affect consumer decisions, he or she must determine _____. a. which evaluative criteria are used by the consumer b. how the consumer perceives the various alternatives on each criterion c. the relative importance of each criterion d. A and B only e. A, B, and C (not D)

E

8. 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