Question 1

Market mavens are trusted sources who can guide consumers in focusing on various product attributes.

Accepted Answer

A) True 
 B)False

Question 2

Melissa wants to buy a new hair dryer.She considers five models and assigns them belief ratings from 1= very poor to 10= very good and importance ratings from 10= most important to 1=least important.She sets a mental cutoff of 5 as a selection criterion for the model.According to the elimination-by-aspects rule,which of the following models would she select?
$\begin{array}{|l|c|c|c|c|c|c|}
\hline \text { Attribute } & \text { Importance } & \text { Model A } & \text { Model B } & \text { Model C } & \text { Model D } & \text { Model E } \
\hline & & \begin{array}{c}
\text { Belief } \
\text { ratings }
\end{array} & \begin{array}{c}
\text { Belief } \
\text { ratings }
\end{array} & \begin{array}{c}
\text { Belief } \
\text { ratings }
\end{array} & \begin{array}{c}
\text { Belief } \
\text { ratings }
\end{array} & \begin{array}{c}
\text { Belief } \
\text { ratings }
\end{array} \
\hline \text { Low price } & 8 & 7 & 4 & 3 & 1 & 3 \
\hline \begin{array}{l}
\text { Power } \
\text { efficiency }
\end{array} & 6 & 6 & 6 & 5 & 8 & 2 \
\hline \text { Styling } & 9 & 8 & 7 & 6 & 7 & 9 \
\hline
\end{array}$

Accepted Answer

A) Model D 
B) Model B 
C) Model C 
D) Model A 
E) Model E 
A) Model D 
B) Model B 
C) Model C 
D) Model A 
E) Model E

Question 3

A consumer wants to purchase a television.He has identified the determinant attributes and their importance as well as his beliefs of how the three brands he's considering perform on each attribute.Using the information given below,answer the following questions.
 $$\begin{array} { | l | c | c | c | c | } 
\hline { \text { Attribute } } & \text { Importance } & \text { Brand } \mathbf { A } & \text { Brand } \mathbf { ~ } & \text { Brand } \boldsymbol { C } \
\hline \text { Picture quuality } & 10 & 5 & 10 & \mathbf { 6 } \
\hline \text { Law price } & 7 & \mathbf { 8 } & 3 & 7 \
\hline \text { Warranty } & 5 & 4 & 4 & \mathbf { 8 } \
\hline \text { Service } & 6 & 4 & \mathbf { 6 } & \mathbf { 8 } \
\hline
\end{array}$$ 
(a)Assuming a minimum cutoff point of 5,use the conjunctive rule to determine the brand that will be selected.Explain your answer.
(b)Assuming a minimum cutoff point of 9,use the disjunctive rule to determine the brand that will be selected.Explain your answer.
(c)Use the lexicographic rule to determine the brand that will be selected.Explain your answer.
(d)Assuming a minimum cutoff point of 5,use the elimination-by-aspects rule (EBA)to determine the brand that will be selected.Explain your answer.

Accepted Answer

(a)Conjunctive rule-the consumer will re

Question 4

Utilitarian criteria include emotional,symbolic,and subjective attributes or benefits that are associated with an alternative.

Accepted Answer

A) True 
 B)False

Question 5

Marketers position a product on the determinant criterion that applies across several different situations.

Accepted Answer

A) True 
 B)False

Question 6

The practice of offering essentially identical products with different model numbers or names is known as _____.

Accepted Answer

A) branded valuation 
B) branded variants 
C) brand equity 
D) brand extension 
E) brand diversification 
A) branded valuation 
B) branded variants 
C) brand equity 
D) brand extension 
E) brand diversification

Market mavens are trusted sources who can guide consumers in focusing on various product attributes.

Utilitarian criteria include emotional,symbolic,and subjective attributes or benefits that are associated with an alternative.

Marketers position a product on the determinant criterion that applies across several different situations.

The practice of offering essentially identical products with different model numbers or names is known as _____.

What Is Cb and Why Should I Care

Value and the Consumer Behavior Value Framework

Consumer Learning Starts Here: Perception

Comprehension,memory,and Cognitive Learning

Motivation and Emotion: Driving Consumer Behavior

Personality,lifestyles,and the Self-Concept

Attitudes and Attitude Change

Group and Interpersonal Influence

Consumer Culture

Microcultures

Consumers in Situations

Decision Making I: Need Recognition and Search

Consumption to Satisfaction

Consumer Relationships

Consumer and Marketing Misbehavior

Filters

Exam 13: Decision Making Ii: Alternative Evaluation and Choice

Market mavens are trusted sources who can guide consumers in focusing on various product attributes.

Utilitarian criteria include emotional,symbolic,and subjective attributes or benefits that are associated with an alternative.

Marketers position a product on the determinant criterion that applies across several different situations.

The practice of offering essentially identical products with different model numbers or names is known as _____.

What Is Cb and Why Should I Care

Value and the Consumer Behavior Value Framework

Consumer Learning Starts Here: Perception

Comprehension,memory,and Cognitive Learning

Motivation and Emotion: Driving Consumer Behavior

Personality,lifestyles,and the Self-Concept

Attitudes and Attitude Change

Group and Interpersonal Influence

Consumer Culture

Microcultures

Consumers in Situations

Decision Making I: Need Recognition and Search

Consumption to Satisfaction

Consumer Relationships

Consumer and Marketing Misbehavior

Filters