978-1260100044 Test Bank Chapter 14 Part 2

50. What has research revealed regarding consumers’ variety-seeking behavior?

A. Once a consumer tries another brand, there is a high probably that he or she will not return to the previous brand.

B. Consumers usually switch to options within the same brand.

C. Consumers are unwilling to switch to options within the brand.

D. Consumers are more likely to become bored on sensory attributes such as taste.

E. Consumers are more likely to become bored with nonsensory attributes such as brand name.

51. James likes to eat a strawberry Pop-Tart for breakfast before school. After about two weeks of this, he starts to

get bored with that and switches to waffles. James is displaying which type of behavior?

A. variety-seeking

B. brand-switching

C. entertainment

D. limited search

E. extended search

52. Which of the following is a concern marketing managers have related to problem recognition?

A. discovering consumer problems

B. developing the marketing mix to solve consumer problems

C. helping consumers recognize problems

D. suppressing problem recognition among consumers

E. All of these choices are correct

14-22

of McGraw-Hill Education.

AACSB: Analytic Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: Easy

Gradable: automatic

Learning Objective: 14-04 Discuss the role of consumer problems and problem recognition in marketing strategy.

Topic: Marketing Strategy and Problem Recognition

53. What is the most common approach to discovering consumer problems?

A. activity analysis

B. intuition

C. product analysis

D. problem analysis

E. qualitative research

54. 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?

A. activity analysis

B. intuition

C. product analysis

D. problem analysis

E. qualitative research

55. Which online environment option is a growing source of potential consumer feedback and input?

A. surveys

B. blogs

C. Facebook

D. Twitter

E. blogs, Facebook, and Twitter

56. Some companies attempt to initiate problem recognition through

A. mass media advertising.

B. focus groups.

C. content analysis.

D. point-of-purchase displays.

E. mass media advertising and point-of-purchase displays.

57. Radian6 is a leader in the field of

A. social media measurement.

B. focus group moderating.

C. product development.

D. consumer problem discovery.

E. social media measurement and consumer problem discovery.

14-24

of McGraw-Hill Education.

AACSB: Analytic Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: Moderate

Gradable: automatic

Learning Objective: 14-04 Discuss the role of consumer problems and problem recognition in marketing strategy.

Topic: Discovering Consumer Problems

58. Which of the following is an approach to problem identification?

A. activity and product analysis

B. human factors research

C. problem analysis

D. emotion research

E. All of these choices are correct

59. Which approach to problem identification focuses on a particular activity such as lawn maintenance?

A. activity analysis

B. product analysis

C. problem analysis

D. human factors research

E. emotion research

60. 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?

A. activity analysis

B. product analysis

C. problem analysis

D. human factors research

E. emotion research

61. Which approach to problem recognition examines the purchase or use of a particular product or brand?

A. activity analysis

B. product analysis

C. problem analysis

D. human factors research

E. emotion research

62. A manufacturer of a digital music player asked several consumers the problems associated with using these

types of products. Several consumers said that they had trouble downloading music onto their computers and then

onto their music players. Which approach to problem recognition is this marketer using?

A. activity analysis

B. product analysis

C. problem analysis

D. human factors research

E. emotion research

14-26

of McGraw-Hill Education.

AACSB: Analytic Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: Moderate

Gradable: automatic

Learning Objective: 14-04 Discuss the role of consumer problems and problem recognition in marketing strategy.

Topic: Discovering Consumer Problems

63. Which approach to problem recognition starts with a problem and asks respondents to indicate which activities,

products, or brands are associated with (or perhaps could eliminate) those problems?

A. activity analysis

B. product analysis

C. problem analysis

D. human factors research

E. emotion research

64. 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?

A. activity analysis

B. product analysis

C. problem analysis

D. human factors research

E. emotion research

65. Which approach to problem recognition attempts to determine human capabilities in areas such as vision,

strength, response time, flexibility, and fatigue and the effect on these capabilities of lighting, temperature, and

sound?

A. activity analysis

B. product analysis

C. problem analysis

D. human factors research

E. emotion research

66. 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?

A. activity analysis

B. product analysis

C. problem analysis

D. human factors research

E. emotion research

67. Which approach to problem recognition examines emotions associated with certain problems?

A. activity analysis

B. product analysis

C. problem analysis

D. human factors research

E. emotion research

68. 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?

A. activity analysis

B. product analysis

C. problem analysis

D. human factors research

E. emotion research

69. Two basic approaches to causing problem recognition are

A. generic problem recognition and selective problem recognition.

B. active problem recognition and inactive problem recognition.

C. actual problem recognition and desired problem recognition.

D. perceived problem recognition and objective problem recognition.

E. primary problem recognition and secondary problem recognition.

14-29

of McGraw-Hill Education.

AACSB: Analytic Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: Moderate

Gradable: automatic

Learning Objective: 14-04 Discuss the role of consumer problems and problem recognition in marketing strategy.

Topic: Helping Consumers Recognize Problems

70. Which problem recognition involves a discrepancy that a variety of brands within a product category can

reduce?

A. generic problem recognition

B. selective problem recognition

C. active problem recognition

D. inactive problem recognition

E. primary problem recognition

71. Campbell’s soup used several advertising campaigns that stressed the benefits of soup in general. For example,

one tagline used was “Soup is good food,” and another was “Never underestimate the power of soup.” Which type of

problem recognition was Campbell’s attempting to stimulate?

A. generic problem recognition

B. selective problem recognition

C. active problem recognition

D. inactive problem recognition

E. primary problem recognition

72. Which condition is 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 effort.

E. All of these choices are correct.

73. Which of the following is not an appropriate condition to attempt to influence generic problem recognition?

A. It is early in the product life cycle.

B. The firm has a small percentage of the market.

C. External search after problem recognition is apt to be limited.

D. It is an industry-wide cooperative effort.

E. All of these choices are appropriate conditions to attempt to influence generic problem recognition.

74. Which problem recognition involves a discrepancy that only one brand can solve?

A. generic problem recognition

B. selective problem recognition

C. active problem recognition

D. inactive problem recognition

E. primary problem recognition

14-31

of McGraw-Hill Education.

AACSB: Analytic Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: Moderate

Gradable: automatic

Learning Objective: 14-04 Discuss the role of consumer problems and problem recognition in marketing strategy.

Topic: Helping Consumers Recognize Problems

75. An advertisement for Topol toothpaste, 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?

A. generic problem recognition

B. selective problem recognition

C. active problem recognition

D. inactive problem recognition

E. primary problem recognition

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

A. activating problem recognition.

B. reacting to problem recognition.

C. suppressing problem recognition.

D. triggering problem recognition.

E. None of these choices are correct.

77. Effective quality control and distribution and package inserts that assure the consumer of the wisdom of their

purchase are attempts at

A. responding to consumer problems.

B. helping consumers recognize problems.

C. discovering consumer problems.

D. diverting consumers’ attention away from problems.

E. suppressing problem recognition.

78. Problem recognition is the first stage of the consumer decision process.

79. If purchase involvement is high, then enduring product involvement will also be high.

80. The three types of consumer decision making are rebuy, limited, and extended.

81. Nominal decision making is sometimes referred to as habitual decision making.

82. Two distinct categories of nominal decision making are brand loyal decisions and repeat purchase decisions.

83. Problem recognition is the result of a discrepancy between a desired state and an actual state that is sufficient to

arouse and activate the decision process.

14-34

of McGraw-Hill Education.

AACSB: Analytic Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: Moderate

Gradable: automatic

Learning Objective: 14-02 Explain problem recognition and how it fits into the consumer decision process.

Topic: The Nature of Problem Recognition

84. When a consumer’s actual state is perceived as being greater than the desired state, recognition of a problem

does not occur.

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

state.

86. A latent problem is one of which the consumer is not aware.

87. A consumer’s desired state can be influenced by previous decisions.

88. Variety-seeking behavior is a challenge to marketers because it means the consumers switch brands for reasons

beyond a company’s control.

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

that requires extensive training.

90. Approaches to discovering consumer problems include activity analysis, product analysis, problem analysis,

human factors research, and emotion research.

14-36

of McGraw-Hill Education.

AACSB: Analytic Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: Moderate

Gradable: automatic

Learning Objective: 14-04 Discuss the role of consumer problems and problem recognition in marketing strategy.

Topic: Discovering Consumer Problems

91. Universal problem recognition involves a discrepancy that a variety of brands within a product category can

reduce.

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

93. Firms attempt to cause selective problem recognition to gain or maintain market share.

94. Name and describe the three types of consumer decision making, and discuss the factor that influences the type

consumers will use.

95. Explain what is meant by the term “problem recognition.”

96. Joan currently drives a Toyota automobile, and it’s been a very reliable car. However, she desires to own a

BMW, but her finances cannot support such a purchase as she has to pay her mortgage, utilities, and her son’s

college tuition. Explain the two factors that affect one’s desire to resolve a particular problem, and specify which one

most likely is influencing Joan’s inaction to resolve this discrepancy between her actual state and her desired state.

Explanation:

97. List the four concerns marketing managers have related to problem recognition.

98. 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.

Explanation:

There were five approaches discussed in the chapter, and students can discuss any three:

Chapter 14 Test Bank Summary