Question 1

Attempts to influence generic problem recognition are appropriate for brands that have a high market share.

Accepted Answer

A) True 
 B)False

Question 2

A(n) _____ is the way an individual wants to feel or be at the present time.

Accepted Answer

A)  current state 
B)  desired state 
C)  actual state 
D)  ideal state 
E)  idolized state 
A)  current state 
B)  desired state 
C)  actual state 
D)  ideal state 
E)  idolized state

Question 3

Which type of consumer decision making includes the evaluation of only a few attributes, simple decision rules, and few alternatives?

Accepted Answer

A)  routine decision making 
B)  nominal decision making 
C)  extended decision making 
D)  simple decision making 
E)  limited decision making 
A)  routine decision making 
B)  nominal decision making 
C)  extended decision making 
D)  simple decision making 
E)  limited decision making

Question 4

_____ is the result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process.

Accepted Answer

A)  Alternative evaluation 
B)  Problem recognition 
C)  Information search 
D)  Purchase 
E)  Postpurchase evaluation 
A)  Alternative evaluation 
B)  Problem recognition 
C)  Information search 
D)  Purchase 
E)  Postpurchase evaluation

Question 5

The level of one's desire to resolve a particular problem depends on which factors?

Accepted Answer

A)  the consumer's perception of his or her actual state and the desired state 
B)  the length of time required to make a decision and the level of purchase involvement 
C)  the magnitude of the discrepancy between the desired and actual states and the relative importance of the problem 
D)  the degree of brand loyalty and the amount of time required to make a decision 
E)  the direction of the discrepancy between the desired and actual states and the relative importance of the purchase 
A)  the consumer's perception of his or her actual state and the desired state 
B)  the length of time required to make a decision and the level of purchase involvement 
C)  the magnitude of the discrepancy between the desired and actual states and the relative importance of the problem 
D)  the degree of brand loyalty and the amount of time required to make a decision 
E)  the direction of the discrepancy between the desired and actual states and the relative importance of the purchase

Question 6

One retailer asked a group of consumers the types of emotions they experience in both positive and negative retail situations. The purpose of this research was to uncover consumer reactions to various situations so that clerks could be trained to respond appropriately. Which approach to problem recognition is this?

Accepted Answer

A)  activity analysis 
B)  product analysis 
C)  problem analysis 
D)  human factors research 
E)  emotion research 
A)  activity analysis 
B)  product analysis 
C)  problem analysis 
D)  human factors research 
E)  emotion research

Question 7

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?

Accepted Answer

A)  latent 
B)  manifest 
C)  active 
D)  inactive 
E)  dangerous 
A)  latent 
B)  manifest 
C)  active 
D)  inactive 
E)  dangerous

Question 8

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 _____.

Accepted Answer

A)  a high level of cognitive processing 
B)  a low level of purchase involvement 
C)  limited decision making 
D)  extended decision making 
E)  a high level of affective processing 
A)  a high level of cognitive processing 
B)  a low level of purchase involvement 
C)  limited decision making 
D)  extended decision making 
E)  a high level of affective processing

Question 9

A firm that introduces a new line of non-fat snack food due to increasing consumer concern with health is _____.

Accepted Answer

A)  activating problem recognition 
B)  reacting to problem recognition 
C)  suppressing problem recognition 
D)  triggering problem recognition 
E)  none of the above 
A)  activating problem recognition 
B)  reacting to problem recognition 
C)  suppressing problem recognition 
D)  triggering problem recognition 
E)  none of the above

Question 10

A completely nominal decision does not even include consideration of _____.

Accepted Answer

A)  information 
B)  problem recognition 
C)  the "do not purchase" alternative 
D)  purchase evaluation 
E)  all of the above 
A)  information 
B)  problem recognition 
C)  the "do not purchase" alternative 
D)  purchase evaluation 
E)  all of the above

Question 11

Approaches to discovering consumer problems include activity analysis, product analysis, problem analysis, human factors research, and emotion research.

Accepted Answer

A) True 
 B)False

Question 12

All EXCEPT which of the following nonmarketing factors affect consumers' desired state?

Accepted Answer

A)  reference group 
B)  household characteristics 
C)  normal depletion 
D)  financial status/expectations 
E)  culture 
A)  reference group 
B)  household characteristics 
C)  normal depletion 
D)  financial status/expectations 
E)  culture

Question 13

One difficulty with using intuition alone to identify consumer problems is that it is a complex research technique that requires extensive training.

Accepted Answer

A) True 
 B)False

Question 14

Alex is a brand manager tasked with discovering consumer problems related to the several products and brands his company manufactures. Name and describe three of the several approaches discussed in the chapter that he could use to identify consumer problems.

Accepted Answer

There were five approaches discussed in

Question 15

Which type of nominal decision is characterized by a consumer believing that all brands within a given product category are about the same and not attaching much importance to the product category or purchase?

Accepted Answer

A)  routine decision 
B)  repeat purchase decision 
C)  secondary decision 
D)  inconsequential decision 
E)  indifferent decision 
A)  routine decision 
B)  repeat purchase decision 
C)  secondary decision 
D)  inconsequential decision 
E)  indifferent decision

Question 16

Which type of consumer problem is one the consumer is aware of or will become aware of in the normal course of events?

Accepted Answer

A)  latent 
B)  manifest 
C)  active 
D)  inactive 
E)  blatant 
A)  latent 
B)  manifest 
C)  active 
D)  inactive 
E)  blatant

Question 17

The level of one's desire to resolve a particular problem depends on two factors: the actual state and the desired state.

Accepted Answer

A) True 
 B)False

Question 18

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?

Accepted Answer

A)  activity analysis 
B)  product analysis 
C)  problem analysis 
D)  human factors research 
E)  emotion research 
A)  activity analysis 
B)  product analysis 
C)  problem analysis 
D)  human factors research 
E)  emotion research

Question 19

Which nonmarketing factor affects a consumer's desired state?

Accepted Answer

A)  culture/subculture 
B)  normal depletion 
C)  product/brand performance 
D)  availability of products 
E)  all of the above 
A)  culture/subculture 
B)  normal depletion 
C)  product/brand performance 
D)  availability of products 
E)  all of the above

Question 20

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?

Accepted Answer

A)  activity analysis 
B)  intuition 
C)  product analysis 
D)  problem analysis 
E)  qualitative research 
A)  activity analysis 
B)  intuition 
C)  product analysis 
D)  problem analysis 
E)  qualitative research

Attempts to influence generic problem recognition are appropriate for brands that have a high market share.

A(n) _____ is the way an individual wants to feel or be at the present time.

Which type of consumer decision making includes the evaluation of only a few attributes, simple decision rules, and few alternatives?

_____ is the result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process.

The level of one's desire to resolve a particular problem depends on which factors?

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 firm that introduces a new line of non-fat snack food due to increasing consumer concern with health is _____.

A completely nominal decision does not even include consideration of _____.

Approaches to discovering consumer problems include activity analysis, product analysis, problem analysis, human factors research, and emotion research.

All EXCEPT which of the following nonmarketing factors affect consumers' desired state?

One difficulty with using intuition alone to identify consumer problems is that it is a complex research technique that requires extensive training.

Alex is a brand manager tasked with discovering consumer problems related to the several products and brands his company manufactures. Name and describe three of the several approaches discussed in the chapter that he could use to identify consumer problems.

Which type of nominal decision is characterized by a consumer believing that all brands within a given product category are about the same and not attaching much importance to the product category or purchase?

Which type of consumer problem is one the consumer is aware of or will become aware of in the normal course of events?

The level of one's desire to resolve a particular problem depends on two factors: the actual state and the desired state.

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?

Which nonmarketing factor affects a consumer's desired state?

Introduction

Cross-Cultural Variations in Consumer Behavior

The Changing American Society: Values

The Changing American Society: Demographics and Social Stratification

The Changing American Society: Subcultures

The American Society: Family and Households

Group Influence on Consumer Behavior

Perception

Learning, Memory, and Product Positioning

Motivation, Personality, and Emotion

Attitudes and Influencing Attitudes

Self-Concept and Lifestyle

Situational Influences

Information Search

Alternative Evaluation and Selection

Outlet Selection and Purchase

Post-Purchase Processes, Customer Satisfaction, and Customer Commitment

Organizational and Buyer Behavior

Marketing Regulation and Consumer Behavior

Filters

Exam 14: Consumer Decision Process and Problem Recognition

Attempts to influence generic problem recognition are appropriate for brands that have a high market share.

A(n) _____ is the way an individual wants to feel or be at the present time.

Which type of consumer decision making includes the evaluation of only a few attributes, simple decision rules, and few alternatives?

_____ is the result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process.

The level of one's desire to resolve a particular problem depends on which factors?

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 firm that introduces a new line of non-fat snack food due to increasing consumer concern with health is _____.

A completely nominal decision does not even include consideration of _____.

Approaches to discovering consumer problems include activity analysis, product analysis, problem analysis, human factors research, and emotion research.

All EXCEPT which of the following nonmarketing factors affect consumers' desired state?

One difficulty with using intuition alone to identify consumer problems is that it is a complex research technique that requires extensive training.

Alex is a brand manager tasked with discovering consumer problems related to the several products and brands his company manufactures. Name and describe three of the several approaches discussed in the chapter that he could use to identify consumer problems.

Which type of nominal decision is characterized by a consumer believing that all brands within a given product category are about the same and not attaching much importance to the product category or purchase?

Which type of consumer problem is one the consumer is aware of or will become aware of in the normal course of events?

The level of one's desire to resolve a particular problem depends on two factors: the actual state and the desired state.

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?

Which nonmarketing factor affects a consumer's desired state?

Introduction

Cross-Cultural Variations in Consumer Behavior

The Changing American Society: Values

The Changing American Society: Demographics and Social Stratification

The Changing American Society: Subcultures

The American Society: Family and Households

Group Influence on Consumer Behavior

Perception

Learning, Memory, and Product Positioning

Motivation, Personality, and Emotion

Attitudes and Influencing Attitudes

Self-Concept and Lifestyle

Situational Influences

Information Search

Alternative Evaluation and Selection

Outlet Selection and Purchase

Post-Purchase Processes, Customer Satisfaction, and Customer Commitment

Organizational and Buyer Behavior

Marketing Regulation and Consumer Behavior

Filters