MKG 310 Exam 3
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.
Which of the following statements is FALSE regarding consumer decisions and the consumer decision process?
Consumer decisions are rational and functional; otherwise they do not involve decisions per se.
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 statements is FALSE regarding problem recognition?
Only when the desired state is greater than actual state will a problem exist
Which of the following statements is FALSE regarding information search?
Searching for information is free
Which of the following drives problem recognition?
The consumer's perception of the actual state
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.
Radian6 is a leader in the field of ______.
a and d
Some companies attempt to initiate problem recognition through ______.
a and d
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 _____.
a low level of purchase involvement
A consumer decision requires information on which of the following?
a, b, and c
Which of the following is a type of consumer decision making discussed in your text?
a, b, and c
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?
active
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
Which approach to problem identification focuses on a particular activity such as lawn maintenance?
activity analysis
A(n) _____ is the way an individual perceives his or her feelings and situation to be at the present time.
actual state
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
How has the internet changed consumers' ability to search for information?
all of the above
Which condition is appropriate to attempt to influence generic problem recognition?
all of the above
Which of the following is a concern marketing managers have related to problem recognition?
all of the above
Which of the following is an approach to problem identification?
all of the above
Which of the following is nonmarketing factor affecting problem recognition?
all of the above
All of the brands that a consumer thinks of as potential solutions are known as the _____.
awareness set
Karl and his wife are considering putting a built-in pool in their backyard. They were discussing who they could get to do it for them, and they realized they knew of five pool contractors in their city. These five pool contractors that they thought of as potential contractors for them represent their _____.
awareness set
Which online environment option is a growing source of potential consumer feedback and input?
b, c, and d
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 nominal decision is characterized by a fairly high degree of product involvement but a low degree of purchase involvement?
brand loyal decision
Nominal decisions can be broken into which two distinct categories?
brand loyal decisions and repeat purchase decisions
Which problem recognition involves a discrepancy that a variety of brands within a product category can reduce?
generic problem recognition
Quaker introduced its "Quaker Oats to go" bar and marketed it as a healthy and convenient breakfast choice. Quaker's marketing message is designed to help the consumer to _________.
c and d
Which of the following is NOT a type of consumer decision making discussed in your text?
complex decision making
The evoked set is also called the _____.
consideration set
Which nonmarketing factor affects a consumer's desired state?
culture/subculture
A(n) _____ is the way an individual wants to feel or be at the present time.
desired state
Candice is on a diet and wants to lose 10 pounds. She wants to be thin right now, which represents her _____.
desired state
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?
emotion research
Which approach to problem recognition examines emotions associated with certain problems?
emotion research
Freddy is purchasing a new car, and he has decided that gas mileage, price, reliability, and styling are important to him. These attributes represent Freddy's _____.
evaluative criteria
The desired features or characteristics required to meet a consumer's needs are his or her _____.
evaluative criteria
The brands or products one will evaluate for the solution of a particular consumer problem are called the _____.
evoked set
Thomas is aware of several different brands of electric shavers, but he is only considering seriously three different brands. These three brands that Thomas is evaluating represent his _____.
evoked set
Eric was in the store and started looking at riding lawn mowers. He didn't come to this store for the purpose of purchasing one, but he started considering it once he was there. However, he did not purchase one on that trip. Instead he went to other stores to look at their mowers, he asked his neighbor and his brother-in-law about their mowers, and he searched the Internet before he decided on the brand to purchase. Which type of decision making did Eric undertake?
extended decision making
For which type of decision making is external information search relatively important?
extended decision making
Two basic approaches to causing problem recognition are _____.
generic problem recognition and selective problem recognition
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?
extended decision making
Very high levels or purchase involvement tend to produce ________.
extended decision making
Which type of consumer decision making involves the evaluation of many attributes and alternatives and employs complex decision rules?
extended decision making
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
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?
external search
Which type of search can involve independent sources, personal sources, marketer-based information, and product experience?
external search
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?
generic problem recognition
Nominal decision making is sometimes referred to as ________.
habitual decision making
Relative importance of a problem is determined by which of the following?
how critical the problem is to the maintenance of the consumer's desired lifestyle
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
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?
inactive
Which type of consumer problem is one of which the consumer is not aware?
inactive
Nakeisha wants to purchase some new make-up, but she wants something different from what she is currently using. Since 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?
internal search
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
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
What is the most common approach to discovering 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
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?
limited decision making
When a consumer notices a new product in a store because of the point-of-purchase display, reads about the attributes of the product and recalls an unresolved problem that this product will solve, and then purchases the product, _____ has occurred.
limited decision making
Which type of consumer decision making includes the evaluation of only a few attributes, simple decision rules, and few alternatives?
limited decision making
Which type of decision making covers the middle ground between nominal and extended decision making?
limited decision making
Which type of decision making involves internal and external search, few alternatives, simple decision rules on a few attributes, and little postpurchase evaluation?
limited decision making
Which type of decision making involves recognizing a problem for which there are several possible solutions?
limited decision making
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 consumer decision making only includes the stages of problem recognition, limited internal information search, purchase, and limited postpurchase behavior?
nominal decision making
Every winter, Laurie's skin becomes very dry and results in painful cracks in her 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?
nominal decision making
If, in response to a problem, a consumer recalls a single, satisfactory solution, no further information search or evaluation may occur. The consumer purchases the recalled brand and _____ has occurred.
nominal decision making
Which type of consumer decision making does NOT include alternative evaluation?
nominal decision making
Which type of consumer decision making includes only a limited internal information search and no external search for information?
nominal decision making
Which type of decision making process in effect involves no decision per se?
nominal decision making
All EXCEPT which of the following nonmarketing factors affect consumers' desired state?
normal depletion
Barry is always searching information about wine. He reads Wine Spectator every month, has several books related to wine, visits wine-related websites frequently, and has visited several wine regions throughout the world. While he purchases wine frequently, he does not conduct this information search for just that reason. He just enjoys learning about wine. For Barry, his search for information about wine is a(n) _____.
ongoing search
Deliberate external search that occurs in the absence of problem recognition and is done both to acquire information for possible later use and because the process itself is pleasurable is known as _____.
ongoing search
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?
problem analysis
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?
problem analysis
Tess noticed that she was almost out of shampoo. Which stage of the decision process will this observation activate?
problem recognition
What is the first stage of 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?
problem recognition
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?
product analysis
Which approach to problem recognition examines the purchase or use of a particular product or brand?
product analysis
Which of the following is a nonmarketing factor affecting consumers' actual state?
product/brand performance
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 subcategory of the awareness set?
purchase set
A firm that introduces a new line of non-fat snack food due to increasing consumer concern with health is _____.
reacting to problem recognition
All EXCEPT which of the following nonmarketing factors affect a consumer's actual state?
reference group
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?
repeat purchase decision
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?
repeat purchase decision
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?
selective problem recognition
Which problem recognition involves a discrepancy that only one brand can solve?
selective problem recognition
Effective quality control and distribution and package inserts that assure the consumer of the wisdom of their purchase are attempts at _____.
suppressing 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
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?
variety-seeking