Question 1

Consideration set refers to

Accepted Answer

Consideration set refers to the group of brands a consumer would consider acceptable from among all the brands in the product class of which he or she is aware. This means that the consumer has already narrowed down the options into a set of brands that are acceptable to them. Option A is the correct definition of the consideration set.

Question 2

Melissa has just told her supervisor, "I'm so glad I bought the Motorola RAZR2 rather than those other phones I was considering.I can do my E-mail, access my music, and even search the Web with it.It's like having a mini-computer in my pocket." Which stage of the consumer purchase decision process is demonstrated by Melissa's conversation?

Accepted Answer

Melissa's conversation reflects postpurchase behavior as she is expressing satisfaction and justifying her decision after purchasing the Motorola RAZR2.

Question 3

There are five stages in the purchase decision process.The fifth stage is __________.

Accepted Answer

The fifth stage in the purchase decision process is postpurchase behavior, which refers to the evaluation of the product after purchase. This includes seeking reassurance, confirming satisfaction, and sharing the experience with others. It is an important stage for marketers to monitor as it can affect future purchase decisions and overall satisfaction with the brand.

Question 4

Most likely, how would consumers who purchased a new innovative type of running shoe try to reduce any cognitive dissonance they feel?

Accepted Answer

Consumers who have purchased a new innovative type of running shoe may experience cognitive dissonance because they have spent a significant amount of money on the product. To reduce this dissonance, they may seek out information that supports their decision, such as reading ads for the running shoe even after the purchase has been made. This is known as post-purchase behavior and is a common tactic for reducing cognitive dissonance.

Question 5

The personal, social, and economic significance of the purchase to the consumer is referred to as

Accepted Answer

Involvement refers to the level of personal, social, and economic significance of a purchase to the consumer. It can affect the level of motivation and the degree of attention and information processing a consumer devotes to a purchase decision. Aspiration, acculturative response, motivation, and selective perception are all important factors that can influence consumer behavior but do not directly refer to the significance of a purchase to the consumer.

Question 6

The feeling of postpurchase psychological tension or anxiety consumers may experience when faced with two or more highly attractive alternatives, is referred to as

Accepted Answer

The feeling of postpurchase psychological tension or anxiety when consumers have to choose between highly attractive alternatives is known as cognitive dissonance.

Question 7

At the __________ of the purchase decision process, a consumer compares the product with his or her expectations and is either satisfied or dissatisfied.

Accepted Answer

The postpurchase stage is when a consumer evaluates the product after purchase and compares it with their expectations. It is during this stage that a consumer can be satisfied or dissatisfied with the product.

Question 8

Rackspace US Inc.is a Web hosting company.That means that if you want to have a site on the Web, you could buy not only Internet space from them, but also technical support, and design services.When its ad tells you that its users consider Rackspace "the risk-free host because it offers dedicated and helpful support any time of the day or night," you know that Rackspace is most likely trying to do which of the following?

Accepted Answer

The ad is trying to reduce new buyers' cognitive dissonance by highlighting Rackspace's dedicated and helpful support as a way to alleviate any concerns or doubts they may have about using their Web hosting services.

Question 9

Once a consumer has completed the alternative evaluation stage of the consumer purchase decision process two choices remain:

Accepted Answer

The consumer has evaluated the alternatives and now needs to make a decision on from whom to buy and when to buy. This involves considering factors such as price, convenience, availability, and trustworthiness of the seller. This is an important decision as it will greatly impact their overall satisfaction with the product and the experience of buying it.

Question 10

Ford Motor Company has set a target of increasing customer retention from 60 percent to 80 percent.Ford executives say that each additional percentage point is worth __________ in profits.

Accepted Answer

The answer of Ford Motor Company has set a target...

Question 11

Steve Walker was happy with his newly purchased laptop.It had all the features he wanted, including wireless capability and DVD, and the $1200 price tag was reasonable.As he was taking the computer out of the box, Walker noticed an advertisement in the local paper showing a similar computer system for only $1100.Suddenly, Walker began to doubt his purchase decision-maybe he hadn't gotten such a good deal.Walker was most likely experiencing

Accepted Answer

Walker is experiencing cognitive dissonance, which is the discomfort or anxiety that arises when a person's beliefs, attitudes, or values are inconsistent with their behavior or when they have to make a difficult decision. In this case, Walker is questioning whether he made the right decision by purchasing the laptop for $1200 when he sees a similar one for $1100. This is a common example of cognitive dissonance in consumer behavior.

Question 12

Sophisticated firms have learned the marketing lesson that

Accepted Answer

Sophisticated firms understand that retaining existing customers through a positive buying experience, customer satisfaction, and loyalty programs can lead to increased profits. It is not necessarily easier to find new customers than to keep existing ones, and customer retention can be crucial for long-term success.

Question 13

You have just purchased a Sony MP3 player.As you head home from the store, you debate in your mind about whether your choice of the Sony was right, or whether you should have chosen the RCA.This is most likely an example of

Accepted Answer

This scenario is an example of cognitive dissonance, which occurs when a consumer experiences discomfort or doubt after making a decision and wonders if another choice would have been better.

Question 14

Firms such as General Electric (GE), Johnson & Johnson, Coca-cola, and British Airways focus attention on __________ to maximize customer satisfaction and retention.

Accepted Answer

The answer of Firms such as General Electric (GE), Johnson...

Question 15

Cognitive dissonance refers to

Accepted Answer

Cognitive dissonance involves the psychological tension or anxiety that consumers feel after making a purchase decision when faced with two or more highly attractive alternatives. It refers to the conflict and discomfort that arise from a mismatch between a consumer's beliefs or values and their behavior or actions. For example, someone who values health may experience cognitive dissonance when they purchase a high-calorie dessert, as they feel conflicted between their desire for pleasure and their commitment to healthy eating.

Question 16

Keisha is buying a new car in keeping with her role as the newest vice president of her company.She was overheard telling a co-worker, "The Volvo has reclining bucket seats, but the Cadillac has front and back stereo speakers." Keisha is currently in which stage of the purchase decision process?

Accepted Answer

Keisha is currently evaluating and comparing different car options, which indicates she is in the alternative evaluation stage of the purchase decision process.

Question 17

Carmine overheard one of his co-workers in a phone conversation say, "Thank you for taking my call so quickly.I'd like to order number RD 2217 MP3 player.Can I use the easy pay plan?" The co-worker was in which stage in the consumer purchase decision process?

Accepted Answer

The co-worker is in the purchase decision stage as they have already recognized their need for an MP3 player (problem recognition), conducted an information search, and evaluated the alternatives before deciding on purchasing the RD 2217 MP3 player using the easy pay plan. Post-purchase evaluation comes after the actual purchase.

Question 18

Customer satisfaction is an important focus for marketers because

Accepted Answer

Retaining customers is important because over time they can become valuable, repeat customers who generate more revenue for the company. In addition, acquiring new customers can be more expensive than retaining current ones, making customer satisfaction an important focus for marketers.

Question 19

There are five stages in the purchase decision process.The fourth stage is __________.

Accepted Answer

The fourth stage in the purchase decision process is the purchase decision, where the consumer decides on the product or service to buy.

Question 20

BMW StreetCarver is a skateboard that features BMW's technology in its wheel suspension, which stabilizes the board's sleek design and allows for greater control around sharp curves.BMW is concerned with making sure its skateboard is in the consideration set of potential skateboard buyers.In this case, it most likely should focus on

Accepted Answer

BMW should focus on explaining the importance of sleek design as an attribute so the StreetCarver becomes part of a skateboarder's consideration set. This will help the product stand out among other skateboard options and increase the likelihood of it being purchased. Appeals directed towards motivational ego needs or creating personality profiles for skateboarders may not be as effective as focusing on the product's unique features, such as its wheel suspension technology. Additionally, while advertising during sporting events may reach a target audience, it may not be enough to actually persuade potential buyers to consider the product. Postpurchase dissatisfaction can be addressed through excellent customer service and support, but should not be the primary focus for increasing product sales.

Quiz 5: Understanding Consumer Behavior