MKT 300 Exam 2 (module 3) ACTUAL
QUESTIONS AND CORRECT ANSWERS
consumer behavior - Correct answers Is the dynamic interaction of affect and cognition,
behavior, and the environment in which human beings conduct the exchange aspects (product
and service purchases) of their lives
- buy solutions to their problems
consumer decision process - Correct answers1. Need Recognition
2. Information Search
3. Alternative Evaluation
4. Purchase
5. Post Purchase
Step 1: need recognition - Correct answers- a buyer becomes aware of a difference between a
preferred state and the present condition
- a buyer realizes that something must be done to achieve the desired state
- present state = actual state
- preferred state = ideal state
step 2: informative search - Correct answers- how much info you have
- ease of obtaining info
- value you place on info
step 3: evaluate alternatives - Correct answers--> Awareness set
- Analyze, using evaluation criteria
-objective criteria: eg. price, speed, material
, -subjective criteria: eg. brand image, value, perception
--> Evoked set or consideration set
-group of acceptable brands (based on analysis evaluative criteria)
--> choice
-based on ranking of evoked set
evoked set model - Correct answers
step 3: evaluate alternatives example - Correct answers- Consumers use criteria to evaluate
alternatives - Criteria are based on internal and external information search and might not be
equally weighted
consumer decision strategies - Correct answers- compensatory model
- cost-benefit analysis
- non-compensatory
- immediate rejection based on some factor
multi-attribute - Correct answers- List outcomes, rate each outcome on importance
- How strong is belief that each alternative can meet outcome
- Weighted total derived by multiplying importance rating by your evaluation
conjunctive rule - Correct answers- Set minimum standards for one or more attributes
- Reject any brands that do not meet ALL minimum thresholds
- "And" rule: must meet standards for this attribute and the second attribute and the third
attribute...
lexicographic rule - Correct answers- Rank the attributes in order of importance
QUESTIONS AND CORRECT ANSWERS
consumer behavior - Correct answers Is the dynamic interaction of affect and cognition,
behavior, and the environment in which human beings conduct the exchange aspects (product
and service purchases) of their lives
- buy solutions to their problems
consumer decision process - Correct answers1. Need Recognition
2. Information Search
3. Alternative Evaluation
4. Purchase
5. Post Purchase
Step 1: need recognition - Correct answers- a buyer becomes aware of a difference between a
preferred state and the present condition
- a buyer realizes that something must be done to achieve the desired state
- present state = actual state
- preferred state = ideal state
step 2: informative search - Correct answers- how much info you have
- ease of obtaining info
- value you place on info
step 3: evaluate alternatives - Correct answers--> Awareness set
- Analyze, using evaluation criteria
-objective criteria: eg. price, speed, material
, -subjective criteria: eg. brand image, value, perception
--> Evoked set or consideration set
-group of acceptable brands (based on analysis evaluative criteria)
--> choice
-based on ranking of evoked set
evoked set model - Correct answers
step 3: evaluate alternatives example - Correct answers- Consumers use criteria to evaluate
alternatives - Criteria are based on internal and external information search and might not be
equally weighted
consumer decision strategies - Correct answers- compensatory model
- cost-benefit analysis
- non-compensatory
- immediate rejection based on some factor
multi-attribute - Correct answers- List outcomes, rate each outcome on importance
- How strong is belief that each alternative can meet outcome
- Weighted total derived by multiplying importance rating by your evaluation
conjunctive rule - Correct answers- Set minimum standards for one or more attributes
- Reject any brands that do not meet ALL minimum thresholds
- "And" rule: must meet standards for this attribute and the second attribute and the third
attribute...
lexicographic rule - Correct answers- Rank the attributes in order of importance
