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50.
What has research revealed regarding consumers' variety-seeking behavior?
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?
52.
Which of the following is a concern marketing managers have related to problem recognition?
53.
What is the most common approach to discovering consumer problems?
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?
55.
Which online environment option is a growing source of potential consumer feedback and
input?
56.
Some companies attempt to initiate problem recognition through ______.
57.
Radian6 is a leader in the field of ______.
58.
Which of the following is an approach to problem identification?
59.
Which approach to problem identification focuses on a particular activity such as lawn
maintenance?
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?
61.
Which approach to problem recognition examines the purchase or use of a particular product
or brand?
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?
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?
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?
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?
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?
67.
Which approach to problem recognition examines emotions associated with certain
problems?
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?
69.
Two basic approaches to causing problem recognition are _____.
70.
Which problem recognition involves a discrepancy that a variety of brands within a product
category can reduce?
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?
72.
Which condition is appropriate to attempt to influence generic problem recognition?
73.
Which of the following is NOT an appropriate condition to attempt to influence generic problem
recognition?
74.
Which problem recognition involves a discrepancy that only one brand can solve?
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?
76.
A firm that introduces a new line of non-fat snack food due to increasing consumer concern
with health is _____.
77.
Effective quality control and distribution and package inserts that assure the consumer of the
wisdom of their purchase are attempts at _____.
True / False Questions
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 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.
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.
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.
Essay Questions
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 has been a very reliable car. However, she
desires to own a BMW, but her finances cannot support such a purchase because 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.
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.
