Question 1

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?

Accepted Answer

Human factors research 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.

Question 2

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

Accepted Answer

Marketers attempt to help consumers solve problems after they arise.

Question 3

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

Accepted Answer

Emotion research examines emotions associated with certain problems.

Question 4

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

Accepted Answer

Product analysis examines the purchase or use of a particular product or brand.

Question 5

Which problem recognition involves a discrepancy that a variety of brands within a product category can reduce?

Accepted Answer

Generic problem recognition involves a discrepancy that a variety of brands within a product category can reduce.

Question 6

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

Accepted Answer

Nominal, limited, and extended are the three types of decision making.

Question 7

Which condition is appropriate to attempt to influence generic problem recognition?

Accepted Answer

A firm will attempt to influence generic problem recognition when the problem is latent or of low importance and one of four conditions exists.

Question 8

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

Accepted Answer

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

Question 9

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

Accepted Answer

A consumer can be very involved with a brand or a product category, and yet have a very low level of involvement with a particular purchase of that product.

Question 10

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

Emotion research examines emotions associated with certain problems.

Question 11

Two basic approaches to causing problem recognition are _____.

Accepted Answer

These approaches are analogous to the economic concepts of generic and selective demand.

Question 12

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?

Accepted Answer

Human factors research 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.

Question 13

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?

Accepted Answer

Problem analysis starts with a problem and asks respondents to indicate which activities, products, or brands are associated with (or perhaps could eliminate) those problems.

Question 14

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?

Accepted Answer

Problem analysis starts with a problem and asks respondents to indicate which activities, products, or brands are associated with (or perhaps could eliminate) those problems.

Question 15

Effective quality control and distribution and package inserts that assure the consumer of the wisdom of their purchase are attempts at _____.

Accepted Answer

Marketers do not want their current customers to recognize problems with their brands.

Question 16

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?

Accepted Answer

Generic problem recognition involves a discrepancy that a variety of brands within a product category can reduce.

Question 17

Which of the following is NOT an appropriate condition to attempt to influence generic problem recognition?

Accepted Answer

A smaller firm that generates generic problem recognition for its product category may be generating more sales for its competitors than for itself.

Question 18

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

Accepted Answer

Consumer decisions are frequently the result of a single problem.

Question 19

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?

Accepted Answer

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

Question 20

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?

Accepted Answer

Product analysis examines the purchase or use of a particular product or brand.

Quiz 14: Consumer Decision Process and Problem Recognition

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

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

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

Which problem recognition involves a discrepancy that a variety of brands within a product category can reduce?

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

Which condition is appropriate to attempt to influence generic problem recognition?

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

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

Two basic approaches to causing problem recognition are _____.

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?

Effective quality control and distribution and package inserts that assure the consumer of the wisdom of their purchase are attempts at _____.

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?

Which of the following is NOT an appropriate condition to attempt to influence generic problem recognition?

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

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?