Question 1

The Martins' home has potentially unsafe levels of radon, but they have no idea because it is odorless and they have not been feeling any ill effects from it. In fact, several homes have this problem and the owners are not aware of it, and they may never become aware of it unless testing is done. What type of consumer problem is this?

Accepted Answer

An inactive problem is one of which the consumer is not aware.

Question 2

Some companies attempt to initiate problem recognition through ______.

Accepted Answer

Retailers as well as manufacturers are involved in these activities.

Question 3

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?

Accepted Answer

Activity analysis is an approach to problem identification that focuses on a particular activity.

Question 4

All EXCEPT which of the following nonmarketing factors affect consumers' desired state?

Accepted Answer

Normal depletion is a nonmarketing factor that affects a consumer's actual state.

Question 5

What is the most common approach to discovering consumer problems?

Accepted Answer

Intuition is the most common approach to discovering consumer problems.

Question 6

Many elderly consumers have problems with arthritis. This painful condition makes it almost impossible for them to open jars or medicine containers because the joints in their fingers are so stiff. Which type of consumer problem is this?

Accepted Answer

An active problem is problem is one the consumer is aware of or will become aware of in the normal course of events.

Question 7

Which nonmarketing factor affects a consumer's desired state?

Accepted Answer

Culture/subculture is one of the nonmarketing factors affecting a consumer's desired state.

Question 8

Which of the following is an approach to problem identification?

Accepted Answer

Numerous research approaches exist for uncovering consumer problems.

Question 9

Radian6 is a leader in the field of ______.

Accepted Answer

Radian6 is a leader in the field of social measurement and offers proprietary solutions to help companies with consumer problem discovery.

Question 10

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

Accepted Answer

Activity analysis is an approach to problem identification that focuses on a particular activity.

Question 11

Which of the following is a nonmarketing factor affecting problem recognition?

Accepted Answer

Social status, previous decisions, motives, and situation are all nonmarketing factors affecting problem recognition.

Question 12

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

Accepted Answer

Online and social media outlets such as blogs, Facebook, and Twitter are a growing source of potential consumer feedback and input.

Question 13

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?

Accepted Answer

Consumers get tired of food items such as cereal, not because they don't like the brand but because, from a sensory (taste) standpoint, they get bored.

Question 14

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?

Accepted Answer

Although it comes from Rudy's logical analysis, it represents one individual's assessment based on intuition.

Question 15

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

Accepted Answer

Marketing managers have four concerns related to problem recognition.

Question 16

Which of the following is a nonmarketing factor affecting consumers' actual state?

Accepted Answer

Product/brand performance is a nonmarketing factor affecting consumers' actual state.

Question 17

Which of the following statements is TRUE regarding active and inactive consumer problems?

Accepted Answer

Active problems require the marketer only to convince consumers that its brand is the superior solution.

Question 18

All EXCEPT which of the following nonmarketing factors affect a consumer's actual state?

Accepted Answer

Reference group is a nonmarketing factor that affects a consumer's desired state.

Question 19

What has research revealed regarding consumers' variety-seeking behavior?

Accepted Answer