MKG 310 Final
Effective quality control and distribution and package inserts that assure the consumer of the wisdom of their purchase are attempts at _____. A. responding to consumer problems B. helping consumers recognize problems C. discovering consumer problems D. diverting consumers' attention away from problems E. suppressing problem recognition
suppressing problem recognition
Which research technique asks relatively large numbers of individuals about the problems they are facing? A. survey B. focus group C. content analysis D. laddering E. perceptual mapping
survey
8. 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. extended decison making
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. problem recognition
. 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.
Active problems require the marketer only to convince consumers that its brand is the superior solution
Which of the following is NOT an appropriate condition to attempt to influence generic problem recognition? A. It is early in the product life cycle. B. The firm has a small 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 conditions to attempt to influence generic problem recognition
B. the firm has a small percentage of the market
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. Consumer decisions are rational and functional; otherwise they do not involve decisions per se.
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 _____ A. search for information B. engage in self-assessment C. recognize a problem D. acknowledge breakfast as important and make it a priority in the their busy day E. c and d
E. C and D
Which of the following is 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. a,b, and c
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. all of the above
. 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 _____. A. high in product involvement; low in purchase involvement B. high in value-expressive involvement; low in product involvement C. high in product involvement; high in purchase involvement D. low in product involvement; low in purchase involvement E. low in product involvement; high in purchase involvement
E. low in product involvement; high in purchase involvement
Which of the following statements is FALSE regarding information search? A. Consumers continually recognize problems and opportunities, so internal and external searches for information to solve these problems are ongoing processes. B. Searching for information is free. C. Information search involves mental as well as physical activities that consumers must perform. D. The benefits of information search often outweigh the cost of search. E. Consumers acquire a substantial amount of relevant information without deliberate search.
Searching for information is free
A consumer decision requires information on which of the following? A. The appropriate evaluative criteria for the solution of a problem. B. The existence of various alternative solutions. C. The performance level or characteristic of each alternative solution on each evaluative criterion. D. a and b E. a, b, and c
a, b, and c
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 B. normal decision making C. limited decision making D. extended decision making E. simple decision making
a. nominal decison making
. 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. variety-seeking
A firm that introduces a new line of non-fat snack food due to increasing consumer concern with health is _____. A. activating problem recognition B. reacting to problem recognition C. suppressing problem recognition D. triggering problem recognition E. none of the above
activating problem recognition
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? A. latent B. manifest C. active D. inactive E. blatant
active
Which type of consumer problem is one the consumer is aware of or will become aware of in the normal course of events? A. latent B. manifest C. active D. inactive E. blatant
active
What are the types of consumer problems? A. latent and manifest B. primary and secondary C. low involvement and high involvement D. active and inactive E. actual and perceived
active and inactive
Kim was participating in a focus group in which the discussion centered around the participants' problems encountered while taking care of their hair. Which approach to problem identification is this? A. activity analysis B. product analysis C. problem analysis D. human factors research E. emotion research
activity analysis
Which approach to problem identification focuses on a particular activity such as lawn maintenance? A. activity analysis B. product analysis C. problem analysis D. human factors research E. emotion research
activity analysis
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
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 ____. A. current state B. desired state C. actual state D. self-concept E. self-assessment
actual state
How has the Internet changed consumers' ability to search for information? A. allows easy access to manufacturers' Web sites B. allows easy access to other consumers C. allows easy access to government agencies D. expands the ability of marketers to provide information to consumers E. all of the above
all of the above
All of the brands that a consumer thinks of as potential solutions are known as the _____. A. awareness set B. evaluative criteria C. alternative set D. preferred set E. consideration set
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 _____. A. awareness set B. evaluative criteria C. alternative set D. preferred set E. consideration set
awareness set
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. a high level of cognitive processing B. a low level of purchase involvement C. limited decision making D. extended decision making E. a high level of affective processing
b. a low level of purchase involvement
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? A. routine decision B. repeat purchase decision C. primary decision D. brand loyal decision E. low visibility decision
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? A. routine decision B. inexpensive decision C. primary decision D. brand loyal decision E. low visibility decision
brand loyal decision
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
brand loyal decisions and repeat purchase decisions
All EXCEPT which of the following nonmarketing factors affect consumers' desired state? A. reference group B. household characteristics C. normal depletion D. financial status/expectations E. culture
c. normal depletion
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. purchase involvement
. Which of the following is NOT a type of consumer decision making discussed in your text? A. nominal decision making B. extended decision making C. complex decision making D. limited decision making E. all of the above are types of decision making
complex decison making
The evoked set is also called the _____. A. evaluative set B. alternative set C. awareness set D. preferred set E. consideration set
consideration set
What has research revealed regarding consumers' variety-seeking behavior? A. Once a consumer tries another brand, there is a high probably that he or she will not return to the previous brand. B. Consumers usually switch to options within the same brand. C. Consumers are unwilling to switch to options within the brand. D. Consumers are more likely to become bored on sensory attributes such as taste. E. Consumers are more likely to become bored with non-sensory attributes such as brand name.
consumers are more likely to become bored on sensory attributes such as taste.
Which nonmarketing factor affects a consumer's desired state? A. culture/subculture B. normal depletion C. product/brand performance D. availability of products E. all of the above
culture/subculture
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
desired state
Candice is on a diet and wants to lose 10 pounds. She wants to be thin right now, which represents her _____. A. actual state B. ideal state C. healthy state D. desired state E. future state
desired state
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
e. all of the above
Which of the following is a nonmarketing factor affecting problem recognition? A. social status B. past decisions C. motives D. situation E. all of the above
e. all of the above
Which of the following is an approach to problem identification? A. activity analysis B. product analysis C. problem analysis D. emotion research E. all of the above
e. all of the above
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? A. activity analysis B. product analysis C. problem analysis D. human factors research E. emotion research
emotion research
Which approach to problem recognition examines emotions associated with certain problems? A. activity analysis B. product analysis C. problem analysis D. human factors research E. emotion research
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 _____. A. evoked set B. evoked criteria C. consideration criteria D. evaluative criteria E. evaluative set
evaluative criteria
The desired features or characteristics required to meet a consumer's needs are his or her _____. A. evoked set B. evoked criteria C. consideration criteria D. evaluative criteria E. evaluative set
evaluative criteria
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
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 _____. A. evoked set B. evaluative criteria C. alternative set D. preferred set E. awareness set
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? A. automatic decision making B. limited decision making C. nominal decision making D. extended decision making E. truncated decision making
extended decision making
For which type of decision making is external information search relatively important? A. automatic decision making B. limited decision making C. nominal decision making D. extended decision making E. truncated decision making
extended decision making
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
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? A. limited decision making B. nominal decision making C. extended decision making D. complex decision making E. complete decision making
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 IBM Web sites and has consulted Consumer Reports. Nathan is conducting which type of information search? A. internal search B. external search C. primary search D. secondary search E. evoked search
external search
Which type of search can involve independent sources, personal sources, marketer-based information, and product experience? A. internal search B. external search C. primary search D. secondary search E. evoked search
external search
Mickey and his three roommates were asked to participate in a research study. They arrived and were seated in a room with about 8 other guys their age. Then the researcher started asking them questions about their sporting activities, but he let them talk pretty freely. Mickey and the others participated in which type of research technique? A. survey B. focus group C. content analysis D. laddering E. perceptual mapping
focus group
Which type of research technique gathers 8 to 12 similar individuals (e.g., working mothers) brought together to discuss a particular topic? A. survey B. focus group C. content analysis D. laddering E. perceptual mapping
focus group
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 B. selective problem recognition C. active problem recognition D. inactive problem recognition E. primary problem recognition
generic problem recognition
Which problem recognition involves a discrepancy that a variety of brands within a product category can reduce? A. generic problem recognition B. selective problem recognition C. active problem recognition D. inactive problem recognition E. primary problem recognition
generic problem recognition
Two basic approaches to causing problem recognition are _____. A. generic problem recognition and selective problem recognition B. active problem recognition and inactive problem recognition C. actual problem recognition and desired problem recognition D. perceived problem recognition and objective problem recognition E. primary problem recognition and secondary problem recognition
generic problem recognition and selective problem recognition
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
habitual decision making
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 B. how critical the problem is to others C. the magnitude of the discrepancy between the desired and actual states D. the magnitude of the discrepancy between the actual self-concept and the ideal self-concept E. the level of risk associated with the decision process
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? A. activity analysis B. product analysis C. problem analysis D. human factors research E. emotion research
human factors
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. activity analysis B. product analysis C. problem analysis D. human factors research E. emotion research
human factors
The Martin's 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? A. latent B. manifest C. active D. inactive E. dangerous
inactive
Which type of consumer problem is one on which the consumer is not aware? A. latent B. manifest C. active D. inactive E. blatant
inactive
Brands that are found completely unworthy of further consideration are members of the _____. A. evoked set B. inept set C. excluded set D. inert set E. discarded set
inept set
Darcy is considering the purchase of living room furniture. While there are several national-chain furniture stores in her city, she is not considering Haverty's because she's purchased furniture from this store before and has been dissatisfied. For Darcy, this furniture retailer is included in her _____. A. evoked set B. consideration set C. inept set D. excluded set E. inert set
inept set
Brands for which a consumer is aware but basically indifferent toward compose his or her _____. A. evoked set B. consideration set C. inept set D. excluded set E. inert set
inert set
. 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? A. internal search B. external search C. primary search D. secondary search E. evoked search
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 _____. A. internal search B. external search C. primary search D. ongoing search E. evoked search
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? A. activity analysis B. intuition C. product analysis D. problem analysis E. qualitative research
intuition
What is the most common approach to discovering consumer problems? A. activity analysis B. intuition C. product analysis D. problem analysis E. qualitative research
intuition
24. Which type of decision making covers the middle ground between nominal and extended decision making? A. limited decision making B. partial decision making C. mid-range decision making D. modified decision making E. internal decision making
limited decision making
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? A. nominal decision making B. limited decision making C. extensive decision making D. extended decision making E. truncated decision making
limited decision making
Wendy was in Wal-Mart 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
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. A. automatic decision making B. limited decision making C. nominal decision making D. extended decision making E. truncated decision making
limited decision making
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
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? A. nominal decision making B. routine decision making C. limited decision making D. partial decision making E. extended decision making
limited decision making
The person present during a focus group discussion that keeps the discussion moving and focused on the topic is called a(n) _____. A. coordinator B. director C. moderator D. initiator E. interpreter
moderator
. 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. A. automatic decision making B. limited decision making C. nominal decision making D. extended decision making E. truncated decision making
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? A. automatic decision making B. limited decision making C. nominal decision making D. extended decision making E. truncated decision making
nominal decision making
Which type of consumer decision making does NOT include alternative evaluation? A. routine decision making B. nominal decision making C. extended decision making D. simple decision making E. limited decision making
nominal decision making
Which type of consumer decision making includes only a limited internal information search and no external search for information? A. routine decision making B. nominal decision making C. extended decision making D. simple decision making E. limited decision making
nominal decision making
Barry is always searching information about wine. He reads Wine Spectator every month, has several books related to wine, visits wine-related Web sites 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) _____. A. internal search B. ongoing search C. eternal search D. continuous search E. perpetual search
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 _____. A. internal search B. ongoing search C. eternal search D. continuous search E. perpetual search
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? A. activity analysis B. product analysis C. problem analysis D. human factors research E. emotion research f
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? A. activity analysis B. product analysis C. problem analysis D. human factors research E. emotion research
problem analysis
. _____ 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
problem recognition
Tess noticed that she was almost out of shampoo. Which stage of the decision process will this observation activate? A. problem recognition B. information search C. alternative evaluation D. postpurchase evaluation E. dissonance
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? A. activity analysis B. product analysis C. problem analysis D. human factors research E. emotion research
product analysis
Which approach to problem recognition examines the purchase or use of a particular product or brand? A. activity analysis B. product analysis C. problem analysis D. human factors research E. emotion research
product analysis
Which of the following is a nonmarketing factor affecting consumers' actual state? A. social status B. household characteristics C. product/brand performance D. motives E. culture
product/brand performance
Which of the following is NOT a subcategory of the awareness set? A. evoked set B. purchase set C. inert set D. inept set E. all of the above are subcategories of the awareness set
purchase set
. All EXCEPT which of the following nonmarketing factors affect a consumer's actual state? A. past decisions B. normal depletion C. product/brand performance D. reference group E. availability of products
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? A. inconsequential decision B. indifferent decision C. automatic decision D. repeat purchase decision E. secondary decision
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? A. routine decision B. repeat purchase decision C. secondary decision D. inconsequential decision E. indifferent decision
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? A. generic problem recognition B. selective problem recognition C. active problem recognition D. inactive problem recognition E. primary problem recognition
selective problem recognition
Which problem recognition involves a discrepancy that only one brand can solve? A. generic problem recognition B. selective problem recognition C. active problem recognition D. inactive problem recognition E. primary problem recognition
selective problem recognition
. A completely nominal decision does not even include consideration of _____. A. information B. problem recognition C. the "do not purchase" alternative D. purchase evaluation E. all of the above
the "do not purchase" alternative
Which of the following drives problem recognition? A. the consumer's perception of the actual state B. objective reality of the consumer's actual state C. the amount of information available D. the number of alternatives from which to choice E. others' perception of an individual's actual state
the consumer's perception of the actual state
The level of one's desire to resolve a particular problem depends on which factors? A. the consumer's perception of his or her actual state and the desired state B. the length of time required to make a decision and the level of purchase involvement C. the magnitude of the discrepancy between the desired and actual states and the relative importance of the problem D. the degree of brand loyalty and the amount of time required to make a decision E. the direction of the discrepancy between the desired and actual states and the relative importance of the purchase
the magnitude of the discrepancy between the desired and actual states and the relative importance of the problem
