MKG 310 Test 3, MKG 310 Summary Questions
Evaluative criteria 1.
1. 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 _____.
product differentiation
Feature and quality variations across brands are referred to as __?
Product differentiation
Feature and quality variations across brands are referred to as _____.
attribute-based choice
Requires the knowledge of specific attributes at the time the choice is made, and it involves attribute-by-attribute comparisons across brands.
Instrumental and symbolic
What are the two dimensions to performance for products?
Sales people are poorly informed
What was the MAIN reason consumers gave in a survey for why they don't like shopping in stores?
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.
Disjunctive
Which decision rule establishes a minimum level of performance for each important attribute (often a fairly high level), and all brands that meet or exceed the performance level for any key attribute are considered acceptable?
relationship marketing
loyal programs- strategic efforts on the part of the firm that can be used to bolster satisfaction, repeat purchases, and loyalty
information strategies based off of two dimensions
maintenance disrupt capture intercept preference acceptance
post-purchase dissonance
occurs when individuals have anxiety, after an irrevocable purchase, when purchase was important to consumer, when it involved a difficult choice between two or more alternatives
closer/larger
preferred outlets
nominal decisions
the lowest level of purchase involvement is represented by___
attitude-based choice
the use of general attitudes, no attribute-attribute comparison
independent sources
- consumer groups, paid professionals, and government agencies
inert set
alternative that consumes are aware of and view in a neutral manner
evoked set
alternatives that a consumers is aware of and views in a positive manner and may seek additional information
inept set
alternatives that consumers view and are aware of in a negative manner
awareness set
alternatives the consumer is aware of
surrogate inducator
an attribute used to stand for or indicate another attribute
consideration set
another word for evoked set
retail outlet
any source of products of services for consumers
human factor research
approaches the same task from an observational perspective
rational choice theory
assumes consumers seek on optimal solution to a problem and choose on that basis, consumers have the skill and motivation to find the optimal solution, and the optimal solution doesnt change a s a function is the situation
activate problem recognition
attempts to make the consumer aware of negative aspects of the existing state are also common
identify consumer problems
before marketing managers can respond the problem recognition generated by outside factors, they must be able to...
repeat purchasers
can occur out of habit or necessity and not committed customers - are vulnerable to competitors that may attempt to steal them
Memory 1.
1. Karen is going to the mall to purchase new shoes. Based on her prior experience with Nine West and her positive attitude toward them, she plans on looking at the Nine West store first. Her decision to visit the Nine West store is based on which source of information?
All of the above 1.
1. Which of the following is true regarding the Internet as a source of information?
All of the above 10.
10. Which of the following is a key element of relationship marketing?
All of the above 2.
2. How has the Internet changed consumers' ability to search for information?
All of the above 3.
3. How has the Internet changed consumers' ability to search for information?
All of the above 4.
4. Which of the following is true regarding the Internet as a source of information?
All of the above 5.
5. Which of the following affects how important various criteria are for consumers?
All of the above 6.
6. Which of the following is a decision rule used by consumers?
All of the above 7.
7. The purchase of products involves the risk that they may not perform as expected, causing which of the following to be high?
All of the above 8.
8. The "Merchandise" dimension of store image includes _____.
All of the above 9.
9. A consumer's decision of whether or not to take action when he or she is dissatisfied is a function of which of the following?
show the dollar savings but not the percentage savings
A $10 savings on a $200 item should _____.
The general nature of the outcome being sought
A meta goal refers to ____.
Nonsatisfaction
An outlet or brand whose performance confirms a low-performance expectation generally will result in _____.
Behavioral targeting
Ben is interested in golf, so he visits several golf-related websites, such as the USGA and the PGA. Unbeknownst to him, his surfing behavior is being tracked, and it's no accident that he receives several banner ads for golf products and destinations. This is called _____.
Store brands
Brands owned and sold by a specific retail outlet are known as _____.
Post purchase dissonance
Carla continued to search for information on cars even after she purchased one. She would go over her decision in her head, and pay attention to ads that featured the car she bought. She was also noticing how many other people drove her model of car, which made her feel more confident that she made a wise decision. Carla is attempting to reduce _____.
Direct
Chaz was asked by a market researcher which criteria he uses when purchasing beer. He told the researcher that taste and price are important to him. Which method did the researcher use to obtain this information from Chaz?
used to increase satisfaction, commitment, and retention of key customers
Customer relationship management (CRM) programs are _____.
Memory
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 _____.
On going 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 _____.
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 _____.
Inert set
Elaine is considering the purchase of a computer and is aware that Toshiba and HP are brands in this product category. However, she is basically indifferent toward them. These two brands represent Elaine's _____.
Core service failure
Eric booked a hotel through hotels.com. However, when he arrived at the hotel, they had no record of his reservation, and he was unable to get a room. He decided then that he would never use this service again. Which reason for changing providers does this represent?
disjunctive decision rule
Establishes a minimum required performance for each important attribute (often a high level). All brands that meet or exceed the performance level for any key attribute are acceptable.
E-waste
Exploding demand and short product life-spans for high-tech gadgets such as cell phones, personal computers, and various other personal electronic devices is creating growing concerns over _____.
Conjoint analysis
In which type of indirect measurement approach to measuring the relative importance of consumers' evaluative criteria are consumers presented with several descriptions of alternatives and asked to rank all of them in terms of his or her preference for those combinations of features?
Independent resources
Jon needed to purchase new tires for his SUV. He consulted Consumer Reports to see how the various brands were rated. Jon consulted which type of information source?
Independent sources
Jon needed to purchase new tires for his SUV. He consulted Consumer Reports to see how the various brands were rated. Jon consulted which type of information source?
Brand loyalty
Joyce will only drink Pepsi, and she feels an emotional attachment to it. That is the brand she was brought up on and is the one she continues to drink every day. Joyce is exhibiting _____.
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 _____.
Status strivers
Kim did much of her Christmas shopping on the Internet last year. She enjoys buying online and does so frequently. She also likes going to the mall so she can see and try on the latest fashions. Kim represents which online shopper segment?
Symbolic
Monique is buying a new coat for the winter. While she is concerned with how well the coat will keep her warm, she is also concerned with how stylish it will make her look. Her concern for stylishness represents which dimension of product performance?
Evaluative criteria
Nancy usually considers price and quality when she has to make a major purchase, such as an appliance or an automobile. These two features represent Nancy's _____.
Just the essentails
Which online shopping segment found by Experian is older, middle income, and only looking for functional necessity?
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 _____.
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 _____.
Commitment
Pam and her friends ate at a new Italian restaurant, and the food, service, and ambiance exceeded their expectations. They all decided that this was the only Italian restaurant they will ever go to again in their town. This is an illustration of _____.
Consummatory motive
Pamela likes to sew because it relaxes her. To her, it's like therapy. For Pamela, sewing represents which type of motive?
The reduction in the quantity did not reach the level of a just noticeable difference.
Procter & Gamble is the manufacturer of Pampers diapers. At one time, the price of a typical package of diapers was relatively high (i.e., over $12 a package). Due to the threat of store brands stealing market share because of their lower price, P&G decided to lower the price for Pampers. While most consumers noticed the price reduction because P&G promoted that fact, what most of them did not notice was that the number of diapers per package also decreased. However, the reduction was only one or two diapers per package. Which of the following best explains why consumers did not notice the reduction in the quantity?
Socks
Purchase of which product typically represents low social risk and low economic risk for consumers?
Intangible
Style, taste, prestige, feelings generated, and brand image are examples of which type of evaluative criteria?
omni-channel shoppers
Tasha loves to shop at Macy's. She can scan Jessica Simpson bar codes with her Blackberry app and check prices and availability in Macy's and other stores at the same time. To which shopping segment does Tasha belong?
Evoked set
The brands or products one will evaluate for the solution of a particular consumer problem are called the _____.
Blind test
The famous Pepsi challenge had consumers taste two brands of cola without letting them know the brand name of either. Which type of test is this?
Churn
The term used to refer to turnover in a firm's customer base is _____.
Low-involvement learning
Which information source is not actively aquried by consumers?
internal and external
Which of the following are types of reference prices?
Decision rules applied
Which of the following does NOT influence the evaluation of alternatives on each criterion?
What is the cost of the item compared to the total media cost?
Which of the following is NOT a key decision for retailers considering price advertising?
Rational choice
Which of the following is NOT a type of consumer choice process?
B and c
Which of the following is true regarding Internet shopping?
It asks WOM questions
Which of the following is true regarding the Net Promoter Score (NPS)?
C and D
Which of the following shelf-based point-of-purchase materials provide the maximum lift in sales?
Research has shown that consumers shop online for reasons different to those for shopping from catalogs.
Which of the following statements is FALSE regarding Internet retailing?
Attribute-based choice
Which type of consumer choice process requires the knowledge of specific attributes at the time the choice is made, and it involves attribute-by-attribute comparisons across brands?
stringent product liability laws
Why must manufacturers design products with both the primary purpose and other potential uses in mind?
how consumers will trade one evaluative criteria for another
With the information provided by perceptual mapping the marketer can determine all of the following EXCEPT _____.
Price Premium
_____ refers to the fact that repeat and particularly committed customers tend to buy the brand consistently rather than waiting for a sale or continually negotiating price.
selective problem recognition
a discrepancy that only one brand in the product category can solve
generic problem recognition
a discrepancy that variety of brands within a product category can reduce
bounded rationaltiy
a limited capacity for processing information
internal search
accessing relevant information from long-term memory to be used to determine is a satisfactory solution is known
Purchase involvement
consumer decision making becomes more extensive and complex as ___ increases
omni channel shopper
consumers who browse and/or purchase in more than one channel simultaneously.
brand loyalty
customer commitment- willingness to repurchase coupled with a psychological commitment to the brand
consumer lifestyle and current situation
desired state and actual state are influenced by ...
experiential sources
direct product inspection or trial
e-waste
emerging area on concern related to disposition
conjunctive decision rule
establishes minimum required performance standards for each evaluative criterion and selects the first of all brands that meet or exceed these minimum standards
limited decision making
external search can play a moderate role in some instances
external search
focus is on external information relevant to solving the problem- tends to dominate in extended decision making
emotional research
focuses on the roles of emotions in problem recognition and resolution
personal sources
friends and family
affective choice
holistic in nature- brand is not decomposed into distinct componets
multi-channel
in home options such as internet and catalogs in combination with retail stores
search engine optimization
involves techniques designed to ensure that a company's web pages are accessible to search engines and focused in ways that help improve the chances they will be found
problem recognition
involves the existence of a discrepancy between the consumers
elimination by aspects decision rule
required the consumer to rank the evaluative criteria in terms of their importance and to establish a cutoff point for each criterion
marketing sources
sales personnel, websites, and advertising
Marketing Sources
sales personnel, websites, and advertising represent which type of information sources?
sound marketing strategy
takes into account the nature of information search engaged in by the target market
sensory discrimination
the ability of an individual to distinguish between similar stimuli
nature of evaluative criteria
the difference between selecting a brand and outlet retail
metagoal
the general nature of the outcome being sought
evaluative criteria
various features of benefits a consumer looks for in response to a specific problem
