Chapter 14, Mkgt Test 3
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 ____. Question options: current state desired state actual state self-concept self-assessment
brand loyal decision
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? Question options: routine decision repeat purchase decision primary decision brand loyal decision low visibility decision
brand loyal decisions & repeat purchase decisions
Nominal decisions can be broken into which two distinct categories? Question options: brand loyal decisions and repeat purchase decisions primary decisions and secondary decisions high involvement decisions and low involvement decisions expensive decisions and inexpensive decisions first purchase decisions and repeat purchase decisions
the do not purchase alternative
A completely nominal decision does not even include consideration of _____. Question options: information problem recognition the "do not purchase" alternative purchase evaluation all of the above
reacting to problem recognition
A firm that introduces a new line of non-fat snack food due to increasing consumer concern with health is _____. Question options: activating problem recognition reacting to problem recognition suppressing problem recognition triggering problem recognition none of the above
problem analysis
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? Question options: activity analysis product analysis problem analysis human factors research emotion research
Product Analysis
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?
actual state
A(n) _____ is the way an individual perceives his or her feelings and situation to be at the present time. Question options: current state actual state desired state self-concept self-assessment
reference group
All EXCEPT which of the following nonmarketing factors affect a consumer's actual state? Question options: past decisions normal depletion product/brand performance reference group availability of products
normal depletion
All EXCEPT which of the following nonmarketing factors affect consumers' desired state? Question options: reference group household characteristics normal depletion financial status/expectations culture
desired state
Candice is on a diet and wants to lose 10 pounds. She wants to be thin right now, which represents her _____. Question options: actual state ideal state healthy state desired state future state
extended decision making
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 _____. Question options: a high level of cognitive processing a low level of purchase involvement limited decision making extended decision making a high level of affective processing
how critical the problem is to the maintenance of the consumer's desired lifestyle
Relative importance of a problem is determined by which of the following? Question options: how critical the problem is to the maintenance of the consumer's desired lifestyle how critical the problem is to others the magnitude of the discrepancy between the desired and actual states the magnitude of the discrepancy between the actual self-concept and the ideal self-concept the level of risk associated with the decision process
repeat purchase decision
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? Question options: inconsequential decision indifferent decision automatic decision repeat purchase decision secondary decision
intuition
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? Question options: activity analysis intuition product analysis problem analysis qualitative research
problem recognition
Tess noticed that she was almost out of shampoo. Which stage of the decision process will this observation activate? Question options: problem recognition information search alternative evaluation postpurchase evaluation dissonance
inactive
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? Question options: latent manifest active inactive dangerous
Extended decision making
Very high levels of purchase involvement tend to produce _____. Question options: extended decision making nominal decision making affective decision making limited decision making none of the above
active & inactive
What are the types of consumer problems? Question options: latent and manifest primary and secondary low involvement and high involvement active and inactive actual and perceived
Consumers are more likely to become bored on sensory attributes such as taste.
What has research revealed regarding consumers' variety-seeking behavior? Question options: Once a consumer tries another brand, there is a high probably that he or she will not return to the previous brand. Consumers usually switch to options within the same brand. Consumers are unwilling to switch to options within the brand. Consumers are more likely to become bored on sensory attributes such as taste. Consumers are more likely to become bored with non-sensory attributes such as brand name.
problem recognition
What is the first stage of the consumer decision process? Question options: information search problem recognition alternative evaluation purchase postpurchase behavior
Activity Analysis
Which approach to problem identification focuses on a particular activity such as lawn maintenance? Question options: activity analysis product analysis problem analysis human factors research emotion research
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? Question options: activity analysis product analysis problem analysis human factors research emotion research
All of the above are appropriate to attempt to influence generic problem recognition.
Which condition is appropriate to attempt to influence generic problem recognition? It is early in the product life cycle. The firm has a high percentage of the market. External search after problem recognition is apt to be limited. It is an industry-wide cooperative effort. All of the above are appropriate to attempt to influence generic problem recognition.
culture/subculture
Which nonmarketing factor affects a consumer's desired state? Question options: culture/subculture normal depletion product/brand performance availability of products all of the above
complex decision making
Which of the following is NOT a type of consumer decision making discussed in your text? Question options: nominal decision making extended decision making complex decision making limited decision making All of the above are types of decision making.
all of the above
Which of the following is a concern marketing managers have related to problem recognition? Question options: discovering consumer problems developing the marketing mix to solve consumer problems helping consumers recognize problems suppressing problem recognition among consumers all of the above
product/brand performance
Which of the following is a nonmarketing factor affecting consumers' actual state? Question options: social status household characteristics product/brand performance motives culture
all of the above
Which of the following is a nonmarketing factor affecting problem recognition? Question options: social status previous decisions motives situation all of the above
all of the above
Which of the following is an approach to problem identification? Question options: activity and product analysis human factors research problem analysis emotion research all of the above
A,B, and C
Which of the following is(are) a type of consumer decision making discussed in your text? Question options: nominal decision making limited decision making extended decision making B and C A, B, and C
Active problems require the marketer only to convince consumers that its brand is the superior solution.
Which of the following statements is TRUE regarding active and inactive consumer problems? Question options: Active problems require the marketer only to convince consumers that its brand is the superior solution. Active and inactive problems do not require different marketing strategies. An active problem is one of which the consumer is not aware. Even though a consumer is aware of it, an inactive problem is one that he or she has no desire to rectify. Active problems are more serious than inactive ones.
selective problem recognition
Which problem recognition involves a discrepancy that only one brand can solve? Question options: generic problem recognition selective problem recognition active problem recognition inactive problem recognition primary problem recognition
nominal decision making
Which type of consumer decision making does NOT include alternative evaluation? Question options: routine decision making nominal decision making extended decision making simple decision making 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? Question options: routine decision making nominal decision making extended decision making simple decision making limited decision making
extended decision making
Which type of consumer decision making involves the evaluation of many attributes and alternatives and employs complex decision rules? Question options: routine decision making nominal decision making extended decision making simple decision making limited decision making
nominal decision
Which type of consumer decision making only includes the stages of problem recognition, limited internal information search, purchase, and limited postpurchase behavior? Question options: nominal decision making normal decision making limited decision making extended decision making simple decision making
Inactive
Which type of consumer problem is one of which the consumer is not aware? Question options: latent manifest active inactive blatant
limited decision making
Which type of decision making covers the middle ground between nominal and extended decision making? Question options: limited decision making partial decision making mid-range decision making modified decision making internal 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? Question options: limited decision making nominal decision making extended decision making complex decision making complete decision making
limited decision making
Which type of decision making involves recognizing a problem for which there are several possible solutions? Question options: nominal decision making normal decision making alternate decision making modified decision making limited decision making
Nominal Decision Making
Which type of decision making process in effect involves no decision per se? Question options: simple decision making nominal decision making extended decision making automatic decision making default decision making
Brand loyal decisions
Which type of nominal decision is characterized by a fairly high degree of product involvement but a low degree of purchase involvement? Question options: routine decision inexpensive decision primary decision brand loyal decision low visibility decision
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. Question options: Alternative evaluation Problem recognition Information search Purchase Postpurchase evaluation
Emotion Research
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? Question options: activity analysis product analysis problem analysis human factors research emotion research
human factors research
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? Question options: activity analysis product analysis problem analysis human factors research emotion research
