MKTG 302 Exam 2 (ch 14)

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

c. problem analysis

Which type of consumer problem is one of which the consumer is not aware? a. latent b. manifest c. active d. inactive e. blatant

d. inactive

True or False: The level of one's desire to resolve a particular problem depends on two factors: the actual state and the desired state.

False

True or False: Universal problem recognition involves a discrepancy that a variety of brands within a product category can reduce.

False

True or False: Nominal decision making is sometimes referred to as habitual decision making.

True

True or False: Problem recognition is the first stage of the consumer decision process.

True

True or False: 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.

True

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

a. activity analysis

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

a. brand loyal decisions and repeat purchase decisions

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

a. 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

a. 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

a. 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

a. habitual decision making

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

a. limited decision making

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

a. problem recognition

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

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

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

b. 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

b. nominal decision making

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

b. repeat purchase decision

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

b. selective problem recognition

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 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

d. brand loyal decision

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

d. 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? a. activity analysis b. product analysis c. problem analysis d. human factors research e. emotion research

d. human factors research

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

d. repeat purchase decision

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. a and d

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. a and d

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. all of the above

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