Exam 5: Consumer Decision Making

A pet food manufacturer has introduced a new cat food and spent a large amount of money on the packaging,nationwide television advertising,coupons,and store displays.After a successful introduction period with sales higher than expected,sales suddenly dropped off dramatically.Subsequent research revealed that cats tired quickly of the food and refused to eat it.The pet food manufacturer forgot that cats can also play an important role in the family decision process as a(n):

SCENARIOS New Car Purchase Zena has been promoted to vice-president at the management consulting firm she works for.Her new status has led her to consider the need for a new car.Her trusty little Volkswagen Beetle has over 100,000 miles on it and no longer seems appropriate.Susanne,another vice-president,has suggested that Zena consider a car produced in the United States because the consulting firm she works for has a policy of supporting U.S.businesses.Zena began her quest for a new car by visiting several car dealers and obtaining pamphlets on the models she is considering.She also made a trip to the library to study Consumer Reports magazine and other consumer rating publications to see what the experts think.Finally,after evaluating all options,Zena decided to purchase a new Chrysler.She believes the car is a good fit with her new image and position in her company.However,now that she has purchased the car,she saw more advertisements touting its features then she had ever noticed before.She also noticed many models of her car on the road.Zena views the fact so many others are driving the same model car she is proof that she made a good decision. -Refer to Women's Athletic Wear.One of the problems in the past with women's athletic wear was the fact the clothing was not designed to fit the female anatomy.Women would buy the clothing needed to enjoy a sport and learn about its inadequacies after they had worn the item for a while.In other words,many women in years past experienced:

How consumers perceive themselves in terms of attitudes,perceptions,beliefs,and self-evaluations is called:

After a need or want is recognized,a consumer may be motivated to clarify the options available and generate an evoked set of brands.This is which step in the consumer decision-making process?

A marketing manager would expect his or her product to be a high-involvement product for most consumers if it:

SCENARIOS New Car Purchase Zena has been promoted to vice-president at the management consulting firm she works for.Her new status has led her to consider the need for a new car.Her trusty little Volkswagen Beetle has over 100,000 miles on it and no longer seems appropriate.Susanne,another vice-president,has suggested that Zena consider a car produced in the United States because the consulting firm she works for has a policy of supporting U.S.businesses.Zena began her quest for a new car by visiting several car dealers and obtaining pamphlets on the models she is considering.She also made a trip to the library to study Consumer Reports magazine and other consumer rating publications to see what the experts think.Finally,after evaluating all options,Zena decided to purchase a new Chrysler.She believes the car is a good fit with her new image and position in her company.However,now that she has purchased the car,she saw more advertisements touting its features then she had ever noticed before.She also noticed many models of her car on the road.Zena views the fact so many others are driving the same model car she is proof that she made a good decision. -Refer to New Car Purchase.Susanne has influenced Zena's choice of a new automobile.In this instance,Susanne is acting as a(n):

What is the difference between culture and subculture? Why do marketing managers need to understand culture and subculture?

_____ occurs when consumers remember only information which supports their personal feelings or beliefs.

SCENARIOS New Car Purchase Zena has been promoted to vice-president at the management consulting firm she works for.Her new status has led her to consider the need for a new car.Her trusty little Volkswagen Beetle has over 100,000 miles on it and no longer seems appropriate.Susanne,another vice-president,has suggested that Zena consider a car produced in the United States because the consulting firm she works for has a policy of supporting U.S.businesses.Zena began her quest for a new car by visiting several car dealers and obtaining pamphlets on the models she is considering.She also made a trip to the library to study Consumer Reports magazine and other consumer rating publications to see what the experts think.Finally,after evaluating all options,Zena decided to purchase a new Chrysler.She believes the car is a good fit with her new image and position in her company.However,now that she has purchased the car,she saw more advertisements touting its features then she had ever noticed before.She also noticed many models of her car on the road.Zena views the fact so many others are driving the same model car she is proof that she made a good decision. -Refer to Daycare.Fiona's uncertainty about whether she made the correct decision and the feelings that go along with this uncertainty are called:

Reading about the experience of soldiers in Iraq is an example of experiential learning.

Most family-oriented advertising is effective precisely because it targets the homogeneous wants and needs of the family's members.

Manufacturers of consumer goods often give away trial sizes of new products to encourage:

SCENARIOS New Car Purchase Zena has been promoted to vice-president at the management consulting firm she works for.Her new status has led her to consider the need for a new car.Her trusty little Volkswagen Beetle has over 100,000 miles on it and no longer seems appropriate.Susanne,another vice-president,has suggested that Zena consider a car produced in the United States because the consulting firm she works for has a policy of supporting U.S.businesses.Zena began her quest for a new car by visiting several car dealers and obtaining pamphlets on the models she is considering.She also made a trip to the library to study Consumer Reports magazine and other consumer rating publications to see what the experts think.Finally,after evaluating all options,Zena decided to purchase a new Chrysler.She believes the car is a good fit with her new image and position in her company.However,now that she has purchased the car,she saw more advertisements touting its features then she had ever noticed before.She also noticed many models of her car on the road.Zena views the fact so many others are driving the same model car she is proof that she made a good decision. -Refer to Daycare.Fiona's visits to the daycare centers and interviews with the caregivers represent which step of the consumer decision process?

Your best friend has sought your advice on what type of clothing she should buy for a job interview.If she gets the job,she will be assistant to the producer of her favorite television program.She really wants this job and considers it a once in a lifetime opportunity.By asking your help with her wardrobe,your friend is most likely trying to:

SCENARIOS New Car Purchase Zena has been promoted to vice-president at the management consulting firm she works for.Her new status has led her to consider the need for a new car.Her trusty little Volkswagen Beetle has over 100,000 miles on it and no longer seems appropriate.Susanne,another vice-president,has suggested that Zena consider a car produced in the United States because the consulting firm she works for has a policy of supporting U.S.businesses.Zena began her quest for a new car by visiting several car dealers and obtaining pamphlets on the models she is considering.She also made a trip to the library to study Consumer Reports magazine and other consumer rating publications to see what the experts think.Finally,after evaluating all options,Zena decided to purchase a new Chrysler.She believes the car is a good fit with her new image and position in her company.However,now that she has purchased the car,she saw more advertisements touting its features then she had ever noticed before.She also noticed many models of her car on the road.Zena views the fact so many others are driving the same model car she is proof that she made a good decision. -Refer to New Car Purchase.In noticing similar cars on the road and advertising supporting her decision,Zena is reducing feelings of inner tension.These feelings are called:

Jackson has moved to a new community and can no longer attend his old church.He is currently visiting churches to make a decision about which one best serves his needs.In making his decision,Jackson will engage in _____ consumer decision making.

Mary has taught high school driver's education for almost two decades.She found a new device for getting students to understand why it is important to not drink and drive,and considered buying it.Mary was engaged in extensive decision making.

A salsa manufacturer that wanted to reduce the likelihood customers would switch from its brand to a competitor's might:

Assume that your current $69.99 portable television has developed wavy lines across the screen and makes the people in your favorite programs sound like they are using cheap walkie- talkie radios.Therefore,you have decided to work all summer to save money for the ultimate $1,200 flat-screen television with surround sound.Trace the steps of your decision process for purchasing your new television.

When a consumer is purchasing an unfamiliar,expensive product or an infrequently bought item such as a burial plot or life insurance,the consumer often uses the ____ process.