MKTG33223-Chapter 14 Review
very high levels of purchase involvement tend to produce
extended decision making
What is the first stage of the consumer decision process?
problem recognition
The level of one's desire to resolve a particular problem depends on which factors?
the magnitude of the discrepancy between the desired and actual states and the relative importance of the problem
Which of the following is a concern that marketing managers have related to problem recognition? A. discovering consumer problems B. developing the marketing mix to solve consumer problems C. helping consumers recognize problem D. suppressing problem recognition among consumers E. All of the choices are correct
E. All of the choices are correct
Which of the following is an approach to problem identification? A. activity and product analysis B. human factor research C. problem analysis D. emotion research E. All of the choices are correct
E. All of the choices are correct
From a firm's point of view, when is it 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 effect E. all of the choices are correct
E. all of the choices are correct
Which type of consumer problem is one the consumer is aware of or will become aware of in the normal course of events?
active
What are the types of consumer problems?
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?
activity analysis
Which online environment option is a growing source of potential consumer feedback and input?
blogs, Facebook, and Twitter
Nominal decisions can be broken into which two distinct categories?
brand loyal decisions and repeat purchase decisions
John is on a diet and wants to lose 10 pounds. He wants to be thin right now, which represents his
desired state
Which type of decision making involves an extensive internal and external information search followed by a complex evaluation of multiple alternatives and significant post-purchase evaluation?
extended decision making
two basic approaches to marketers helping consumer recognize problems are
generic problem recognition and selective problem recognition
Nominal decision making is sometimes referred to as
habitual decision making.
Relative importance of a problem is determined by which of the following?
how critical the problems is to the maintenance of the consumers desired lifestyle
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?
human factors research
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?
inactive
Which type of consumer decision making includes the evaluation of only a few attributes,simple decision rules, and few alternatives?
limited decision making
Black doesn't much care about cars but is engaging in a substantial amount of informationsearch about cars since Blake is about to buy a new car. In terms of involvement, Blake is
low in product involvement and high in purchase involvement
Which type of consumer decision making does NOT include alternative evaluation?
nominal decision making
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?
problem analysis
__________ is the result of a discrepancy between a desired state and an actual state that insufficient to arouse and activate the decision process?
problem recognition
Rita is doing her family's grocery shopping and purchases ice cream. She's purchased BlueBell ice cream before and purchases it again. She's not committed to this brand; it's just thatshe and her family like it. Which type of nominal decision is this?
repeat purchase decision
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?
selective problem recogniton
Effective quality control and distribution and package inserts that assure the consumer of the wisdom of their purchase are attempts a
suppressing problem recognition
