MAR 4503 (CH. 14)
All EXCEPT which of the following nonmarketing factors affect a consumer's actual state? past decisions normal depletion product/brand performance reference group availability of products
reference group
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 brand-switching entertainment limited search extended search
variety-seeking
Some companies attempt to initiate problem recognition through ______. mass media advertising focus groups content analysis point-of-purchase displays a and d
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 high level of cognitive processing a low level of purchase involvement limited decision making extended decision making a high level of affective processing
a low level of purchase involvement
Very high levels of purchase involvement tend to produce _____. extended decision making nominal decision making affective decision making limited decision making none of the above
extended decision making
Nominal decision making is sometimes referred to as _____. habitual decision making routine decision making simple decision making automatic decision making default decision making
habitual 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? nominal decision making limited decision making extensive decision making extended decision making truncated decision making
limited decision making
Which type of consumer decision making does NOT include alternative evaluation? routine decision making nominal decision making extended decision making simple decision making limited decision making
nominal decision making
Which of the following statements is FALSE regarding consumer decisions and the consumer decision process? The decision process model provides useful insight into all types of consumer purchases. Consumer decisions are frequently the result of a single problem. Consumer decisions are rational and functional; otherwise they do not involve decisions per se. Some consumer decisions result from the convergence of several problems. Once the decision process begins, it may evolve and become more complex with multiple goals.
Consumer decisions are rational and functional; otherwise they do not involve decisions per se.
What has research revealed regarding consumers' variety-seeking behavior? 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.
Consumers are more likely to become bored on sensory attributes such as taste.
One difficulty with using intuition alone to identify consumer problems is that it is a complex research technique that requires extensive training. True False
False
When a consumer's actual state is perceived as being greater than the desired state, recognition of a problem does not occur. True False
False
Attempts to influence generic problem recognition are appropriate for brands that have a high market share. True False
True
Firms attempt to cause selective problem recognition to gain or maintain market share. True False
True
Variety-seeking behavior is a challenge to marketers because it means the consumers switch brands for reasons beyond a company's control. True False
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? latent manifest active inactive 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? latent manifest active inactive blatant
active
Which approach to problem identification focuses on a particular activity such as lawn maintenance? activity analysis product analysis problem analysis human factors research emotion research
activity analysis
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 ____. current state desired state actual state self-concept self-assessment
actual state
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
all of the above
Which of the following is a concern marketing managers have related to problem recognition? discovering consumer problems developing the marketing mix to solve consumer problems helping consumers recognize problems suppressing problem recognition among consumers all of the above
all of 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? routine decision repeat purchase decision primary decision brand loyal decision low visibility decision
brand loyal decision
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 _____. search for information engage in self-assessment recognize a problem acknowledge breakfast as important and make it a priority in the their busy day c and d
c and d
Which of the following is NOT a type of consumer decision making discussed in your text? nominal decision making extended decision making complex decision making limited decision making all of the above are types of decision making
complex decision making
A(n) _____ is the way an individual wants to feel or be at the present time. current state desired state actual state ideal state idolized state
desired state
Two basic approaches to causing problem recognition are _____. generic problem recognition and selective problem recognition active problem recognition and inactive problem recognition actual problem recognition and desired problem recognition perceived problem recognition and objective problem recognition primary problem recognition and secondary problem recognition
generic problem recognition and selective problem recognition
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? latent manifest active inactive dangerous
inactive
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? activity analysis intuition product analysis problem analysis qualitative research
intuition
Which type of consumer decision making includes the evaluation of only a few attributes, simple decision rules, and few alternatives? routine decision making nominal decision making extended decision making simple decision making limited decision making
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 _____. high in product involvement; low in purchase involvement high in value-expressive involvement; low in product involvement high in product involvement; high in purchase involvement low in product involvement; low in purchase involvement low in product involvement; high in purchase involvement
low in product involvement; high in purchase involvement
Which type of consumer decision making includes only a limited internal information search and no external search for information? routine decision making nominal decision making extended decision making simple decision making limited decision making
nominal decision making
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? activity analysis product analysis problem analysis human factors research emotion research
problem analysis
What is the first stage of the consumer decision process? information search problem recognition alternative evaluation purchase postpurchase behavior
problem recognition
Which approach to problem recognition examines the purchase or use of a particular product or brand? activity analysis product analysis problem analysis human factors research emotion research
product analysis
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? inconsequential decision indifferent decision automatic decision repeat purchase decision secondary decision
repeat purchase decision
Effective quality control and distribution and package inserts that assure the consumer of the wisdom of their purchase are attempts at _____. responding to consumer problems helping consumers recognize problems discovering consumer problems diverting consumers' attention away from problems suppressing problem recognition
suppressing problem recognition
A completely nominal decision does not even include consideration of _____. information problem recognition the "do not purchase" alternative purchase evaluation all of the above
the "do not purchase" alternative
