chapter 14

61. Which approach to problem recognition examines the purchase or use of a particular product or brand?

B. product analysis

2. What is the first stage of the consumer decision process?

B. problem recognition

34. Candice is on a diet and wants to lose 10 pounds. She wants to be thin right now, which represents her _____.

D. desired state

44. 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.

59. Which approach to problem identification focuses on a particular activity such as lawn maintenance?

A. activity analysis

60. 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

18. Nominal decisions can be broken into which two distinct categories?

A. brand loyal decisions and repeat purchase decisions

46. Which nonmarketing factor affects a consumer's desired state?

A. culture/subculture

8. Very high levels of purchase involvement tend to produce _____.

A. extended decision making

70. Which problem recognition involves a discrepancy that a variety of brands within a product category can reduce?

A. generic problem recognition

71. Campbell's soup used several advertising campaigns that stressed the benefits of soup in general. For example, one tagline used was "Soup is good food," and another was "Never underestimate the power of soup." Which type of problem recognition was Campbell's attempting to stimulate?

A. generic problem recognition

69. Two basic approaches to causing problem recognition are _____.

A. generic problem recognition and selective problem recognition

16. Nominal decision making is sometimes referred to as _____.

A. habitual decision making

38. Relative importance of a problem is determined by which of the following?

A. how critical the problem is to the maintenance of the consumer's desired lifestyle

24. Which type of decision making covers the middle ground between nominal and extended decision making?

A. limited decision making

10. Which type of consumer decision making only includes the stages of problem recognition, limited internal information search, purchase, and limited postpurchase behavior?

A. nominal decision making

30. Tess noticed that she was almost out of shampoo. Which stage of the decision process will this observation activate?

A. problem recognition

36. Which of the following drives problem recognition?

A. the consumer's perception of the actual state

51. 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

35. Which of the following statements is FALSE regarding problem recognition?

B. Only when the desired state is greater than the actual state will a problem exist.

29. _____ is the result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process.

B. Problem recognition

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

B. The firm has a small percentage of the market.

9. Emma noticed that she was almost out of gas, so she pulled into the nearest gas station and filled up her tank. Emma's decision on which gas to purchase is characterized by _____.

B. a low level of purchase involvement

31. A(n) _____ is the way an individual perceives his or her feelings and situation to be at the present time.

B. actual state

1. Consumer-to-consumer solutions to "problems they never knew they had" have accelerated due to the rise of _____.

B. crowd sourcing like Kickstarter

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

B. desired state

53. What is the most common approach to discovering consumer problems?

B. intuition

54. 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?

B. intuition

26. 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?

B. limited decision making

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

B. nominal decision making

12. Which type of consumer decision making includes only a limited internal information search and no external search for information?

B. nominal decision making

15. Which type of decision making process in effect involves no decision per se?

B. nominal decision making

62. A manufacturer of a digital music player asked several consumers the problems associated with using these types of products. Several consumers said that they had trouble downloading music onto their computers and then onto their music players. Which approach to problem recognition is this marketer using?

B. product analysis

76. A firm that introduces a new line of non-fat snack food due to increasing consumer concern with health is _____.

B. reacting to problem recognition

21. 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?

B. repeat purchase decision

74. Which problem recognition involves a discrepancy that only one brand can solve?

B. selective problem recognition

75. 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 to stimulate?

B. selective problem recognition

3. Which of the following statements is FALSE regarding consumer decisions and the consumer decision process?

C. Consumer decisions are rational and functional; otherwise they do not involve decisions per se.

40. Which type of consumer problem is one the consumer is aware of or will become aware of in the normal course of events?

C. active

41. Many elderly consumers have problems with arthritis. This painful condition makes it almost impossible for them to open jars or medicine containers because the joints in their fingers are so stiff. Which type of consumer problem is this?

C. active

32. 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 ____.

C. actual state

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

C. complex decision making

14. Which type of consumer decision making involves the evaluation of many attributes and alternatives and employs complex decision rules?

C. extended decision making

27. 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?

C. extended decision making

20. 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?

D. brand loyal decision

28. The Smith's oldest daughter, Olivia, is a senior in high school. She has all "A's" and scored a 34 on the ACT. She is president of the debate team and the national honor society as well as a member of the cheerleading squad. Olivia wants to attend medical school, so both she and her parents are very concerned about which undergraduate school she attends. They have spent countless hours on the Internet examining universities, and they have already visited five campuses. For Olivia and her parents, which type of decision making does this represent?

C. extended decision making

23. Which type of decision making involves internal and external search, few alternatives, simple decision rules on a few attributes, and little postpurchase evaluation?

C. limited decision making

47. All EXCEPT which of the following nonmarketing factors affect consumers' desired state?

C. normal depletion

63. Which approach to problem recognition starts with a problem and asks respondents to indicate which activities, products, or brands are associated with (or perhaps could eliminate) those problems?

C. problem analysis

64. A food manufacturer asked a group of working mothers to think about the problem of serving nutritious meals to their families given their time constraints and to indicate what activities, products, or brands are associated with, or perhaps could eliminate, those problems. This manufacturer is using which approach to problem recognition?

C. problem analysis

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

C. product/brand performance

6. The level of concern for, or interest in, the purchase process triggered by the need to consider a particular purchase is known as _____.

C. purchase involvement

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

C. the "do not purchase" alternative

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

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

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

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

39. What are the types of consumer problems?

D. active and inactive

19. Which type of nominal decision is characterized by a fairly high degree of product involvement but a low degree of purchase involvement?

D. brand loyal decision

65. 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?

D. human factors research

66. 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?

D. human factors research

42. Which type of consumer problem is one of which the consumer is not aware?

D. inactive

43. The Martins' home has potentially unsafe levels of radon, but they have no idea because it is odorless and they have not been feeling any ill effects from it. In fact, several homes have this problem and the owners are not aware of it, and they may never become aware of it unless testing is done. What type of consumer problem is this?

D. inactive

49. All EXCEPT which of the following nonmarketing factors affect a consumer's actual state?

D. reference group

22. Rita is doing her family's grocery shopping and purchases ice cream. She's purchased Blue Bell ice cream before and purchases it again. She's not committed to this brand; it's just that she and her family like it. Which type of nominal decision is this?

D. repeat purchase decision

67. Which approach to problem recognition examines emotions associated with certain problems?

E. emotion research

68. One retailer asked a group of consumers the types of emotions they experience in both positive and negative retail situations. The purpose of this research was to uncover consumer reactions to various situations so that clerks could be trained to respond appropriately. Which approach to problem recognition is this?

E. emotion research

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

E. limited decision making

25. Which type of decision making involves recognizing a problem for which there are several possible solutions?

E. limited decision making

7. Blake doesn't much care about cars but is engaging in a substantial amount of information search about cars because he is about to buy a new car. In terms of involvement, Blake is _____.

E. low in product involvement; high in purchase involvement

77. Effective quality control and distribution and package inserts that assure the consumer of the wisdom of their purchase are attempts at _____.

E. suppressing problem recognition

4. Which of the following is(are) a type of consumer decision making discussed in your text? A. nominal decision making B. limited decision making C. extended decision making D. B and C E. A, B, and C

e

45. Which of the following is a nonmarketing factor affecting problem recognition? A. social status B. previous decisions C. motives D. situation E. all of the above

e

52. Which of the following is a concern marketing managers have related to problem recognition? A. discovering consumer problems B. developing the marketing mix to solve consumer problems C. helping consumers recognize problems D. suppressing problem recognition among consumers E. all of the above

e

55. Which online environment option is a growing source of potential consumer feedback and input? A. surveys B. blogs C. Facebook D. Twitter E. B, C, and D

e

56. Some companies attempt to initiate problem recognition through ______. A. mass media advertising B. focus groups C. content analysis D. point-of-purchase displays E. A and D

e

57. Radian6 is a leader in the field of ______. A. social media measurement B. focus group moderating C. product development D. consumer problem discovery E. A and D

e

58. 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

72. 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