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Borna MKG 310 Exam 3

Terms in this set (68)

What is the first stage of the consumer decision process?
problem recognition
Which type of consumer decision making includes only a limited internal information search and no external search for information?
nominal decision making
Which type of consumer decision making includes the evaluation of only a few attributes, simple decision rules, and few alternatives?
limited decision making
Which type of decision making process in effect involves no decision per se?
nominal 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 post-purchase evaluation?
extended decision making
is the result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process?
problem recognition
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
actual state
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
What are the types of consumer problems?
active and inactive
Which type of consumer problem is one the consumer is aware of or will become aware of in the normal course of events?
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?
intuition
Kim was participating in a focus group in which the discussion centered around the participants' problems encountered while taking care of their hair. Which approach to problem identification is this?
activity analysis
Which approach to problem recognition examines the purchase or use of a particular product or brand?
...
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
Effective quality control and distribution and package inserts that assure the consumer of the wisdom of their purchase are attempts at
suppressing problem recognition
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
Nakeisha wants to purchase some new make-up, but she wants something different from what she is currently using. Since she has experience with this product, she just thinks of the other products she has tried and decides to purchase one of those. Which type of information search has Nakeisha performed?
internal search
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.
limited decision making
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
The desired features or characteristics required to meet a consumer's needs are his or her
evaluative criteria
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
evaluative criteria
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
awareness 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
inert set
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?
memory
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
Which information source is NOT actively acquired by consumers?
low-involvement learning
Ben is interested in golf, so he visits several golf-related Web sites, 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
behavioral targeting
Which of the following is probably the most important situational variable with respect to search behavior?
temporal perspective
Which marketing strategies are appropriate for nominal decision making?
maintenance strategy and disrupt strategy
Which marketing strategies are appropriate for limited decision making?
capture strategy and intercept strategy
Which marketing strategies are appropriate for extended decision making?
preference strategy and acceptance strategy
If a brand is included in a consumer's evoked set, which marketing strategy is NOT appropriate?
intercept strategy
Which marketing strategy is appropriate if the brand is not part of consumers' evoked sets?
disrupt strategy
If the target market engages in limited decision making and the brand is not part of their evoked set, the objective will be to
intercept the consumer during the search for information on the brands in the evoked set
With the information provided by perceptual mapping the marketer can determine all of the following EXCEPT
how consumers will trade one evaluative criteria for another
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?
blindtests
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
The reduction in the quantity did not reach the level of a just noticeable difference.
Which of the following is NOT a type of consumer choice process?
Rational Choice
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?
disjunctive
Style, taste, prestige, feelings generated, and brand image are examples of which type of evaluative criteria?
intangible
Which of the following does NOT influence the evaluation of alternatives on each criterion?
Decision Rules Applied
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?
direct
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'
evaluative criteria
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?
Conjoint Analysis
Any source of products or services for consumers is referred to as a
retail outlet
What was the MAIN reason consumers gave in a survey for why they don't like shopping in stores?
salespeople are poorly informed
Brands owned and sold by a specific retail outlet are known as
store brands
Sales of additional items to customers who came to purchase an advertised item are referred to as
spillover sales
Which of the following is NOT a key decision for retailers considering price advertising?
What is the cost of the item compared to the total media cost?
Which of the following are types of reference prices?
internal and external
The retail attraction model is also called the
retail gravitation model
Which of the following is NOT a type of cost associated with perceived risk?
spatial cost
Which of the following refers to the uses for which a product was not originally intended?
off-label use
Why must manufacturers design products with both the primary purpose and other potential uses in mind?
stringent product liability laws
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
e-waste
Which disposition alternative is the most widely used by consumers?
throw away
A brand whose perceived performance falls below expectations generally produces
dissatisfaction
An outlet or brand whose performance confirms a low-performance expectation generally will result in
non-satisfaction
Which of the following factors is the MOST likely reason consumers change providers of a service?
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?
core service failure
Which of the following means that the consumer is enthusiastic about a particular brand and is somewhat immune to actions by competitors?
commitment
What are the two dimensions to performance for products?
instrumental and 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?
symbolic
continue to buy the same brand though they do not have an emotional attachment to it.
repeat purchasers
Consumers that exhibit a positively biased behavior toward a specific brand are exhibiting
brand loyalty
Which type of customer has an emotional attachment to the brand or firm?
committed customer
The term used to refer to turnover in a firm's customer base is
churn
Which of the following is NOT a key element of relationship marketing?
Standardize the relationship across customers.
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