Consumer Behavior - Chapter 14 - Exam 2
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
Reacting to problem recognition
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 f. Primary problem recognition
Selective problem recognition
Which online environment option is a growing source of potential consumer feedback and input? a. Surveys b. Blogs c. Facebook d. Twitter e. B, c, and d
?
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
A and d
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 group discussion centered on 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 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
All the above
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
All the above
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 d. Brand Loyal Decision e. Low visibility decision
Brand Loyal Decision
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 decision making
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
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
C and d
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
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? a. Limited decision making b. Nominal decision making c. Extended decision making d. Complex decision making e. Complete decision making
Extended decision making
If purchase involvement is high, then enduring product involvement will also be high. T/F
False
One difficulty with using intuition alone to identify consumer problems is that it is a complex research technique that requires extensive training. T/F
False
The level of one's desire to resolve a particular problem depends on two factors: the actual state and the desired state. T/F
False
When a consumer's actual state is perceived as being greater than the desired state, recognition of a problem does not occur. T/F
False
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
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 factor research
Marla is bored with her cell phone. She wants to purchase a new one that has cool ringtones 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
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
Nominal depletion
What is the first stage of the consumer decision process? a. Information search b. Problem recognition c. Alternative evaluation d. Purchase e. Postpurchase behavior
Problem recognition
Approaches to discovering consumer problems include activity analysis, product analysis, problem analysis, human factors research, and emotion research. T/F
True
Nominal decision making is sometimes referred to as habitual decision making. T/F
True
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 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
all the above
Which type of consumer problem is one of which the consumer is not aware? a. Latent b. Manifest c. Active d. Inactive e. Blatant
inactive
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
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
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 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
Attempts to influence generic problem recognition are appropriate for brands that have a high market share. T/F
true
