QUIZ 5

What has research revealed regarding consumers' variety-seeking behavior?

Consumers are more likely to become bored on sensory attributes such as taste.

Which of the following is an approach to problem identification?

activity and product analysis human factors research problem analysis emotion research

Which type of consumer decision making includes the evaluation of only a few attributes, simple decision rules, and few alternatives?

limited decision making

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

Which of the following is NOT a type of consumer decision making discussed in your text?

complex decision making

Which of the following statements is true regarding problem recognition?

-Problem recognition is the first stage in the consumer decision process. - Problem recognition is the result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process. -Without recognition of a problem, there is no need for a decision. - all of the above are true regarding problem recognition

Which of the following is a concern marketing managers have related to problem recognition?

-discovering consumer problems -developing the marketing mix to solve consumer problems -helping consumers recognize problems -suppressing problem recognition among consumers

A latent problem is one of which the consumer is not aware.

False

The three types of decision making are rebuy, limited, and extended.

False

When a consumer's actual state is perceived as being greater than the desired state, recognition of a problem does not occur.

False

Which of the following is NOT an appropriate condition to attempt to influence generic problem recognition?

The firm has a small percentage of the market.

Approaches to discovering consumer problems include activity analysis, product analysis, problem analysis, human factors research, and emotion research.

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

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?

activity analysis

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 ____.

actual state

Which online environment option is a growing source of potential consumer feedback and input?

blogs Facebook Twitter

Some companies attempt to initiate problem recognition through ______.

focus groups & point-of-purchase displays

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?

human factors research

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?

human factors research

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?

intuition

Marla is bored with her cell phone. She wants to purchase a new one that has cool ring tones and can take a picture. She's not going to conduct a big search for a new phone as she's just going to consider a few others. Which type of decision making is this?

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

Which of the following is a type of consumer decision making discussed in your text?

nominal decision making limited decision making extended decision making

Which of the following is a nonmarketing factor affecting consumers' actual state?

product/brand performance

What is the first stage of the consumer decision process?

problem recognition

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

A completely nominal decision does not even include consideration of _____.

the "do not purchase" alternative

The level of one's desire to resolve a particular problem depends on which factors?

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