Chapter 14

Which of the following statements is true regarding active and inactive consumer problems?

Active problems require the marketer only to convince consumers that its brand is the superior solution.

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 ____. nominal decision making

Actual State

Which condition is appropriate to attempt to influence generic problem recognition?

All of the above

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

Reacting to problem recognition

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?

brand loyal decision

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?

extended decision making

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

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

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

low in product involvement; high in purchase involvement

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

nominal decision making

What is the first stage of the consumer decision process?

problem recognition

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

product analysis

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

suppressing problem recognition

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