Unformatted text preview: classical
Jackson is familiar with churches and the services they provide, but he is unfamiliar with the ones
in his new community.
KEY: CB&E Model Customer OBJ: 06-4 TOP: AACSB Reflective MSC: BLOOMS Application 39. The electricity for lighting outdoor billboards is powered by transformers. The operator of a
company that installs and manages billboards has purchased many such transformers. Today, he
plans to buy a replacement for one that was destroyed by a recent hurricane. Before making this
purchase, he will look at cost and also see if he can find one that is more weatherproof. He wants
to make sure he buys the best transformer for the job and that he does not pay more money than
he should. In other words, he will engage in _____ decision making. a.
routine ANS: A
The billboard operator is familiar with the product, but he is not immediately knowledgeable
about the products currently on the market.
KEY: CB&E Model Customer OBJ: 06-4 TOP: AACSB Reflective MSC: BLOOMS Application 40. Nellie’s boss sells merchandise through Internet auctions. He needs to mail a $1,500 hexagonal
antique picture frame. He has instructed Nellie to buy packaging that will make sure the oddly
shaped frame arrives at its new owner’s home undamaged, but he has not told her how or where
she will find such packaging. Given that she frequently has to purchase packaging supplies, what
kind of purchase decision process would she most likely employ?
High-involvement response behavior
Low-involvement decision making
Extensive decision making
Limited decision making
Routine response behavior
She will most likely use limited decision making because she is familiar with packaging products
but is unfamiliar with one that meets the exact size and protective criteria.
KEY: CB&E Model Customer OBJ: 06-4 TOP: AACSB Reflective MSC: BLOOMS Application 41. When a consumer is purchasing an unfamiliar, expensive product or an infrequently bought item,
he or she is practicing:
extensive decision making
limited problem solving
This is the definition of extensive decision making.
KEY: CB&E Model Customer OBJ: 06-4 TOP: AACSB Reflective MSC: BLOOMS Knowledge 42. Alanna is looking into purchasing a scooter as gas prices continue to rise. She needs a reasonably
priced, comfortable, and safe scooter with room to store her books. She is not familiar with scooters, and this is a major purchase for her. The purchase will probably involve:
low-involvement problem solving
low-involvement decision making
extensive decision making
limited decision making
dedicated cognitive behavior
Customers practice extensive decision making when purchasing an unfamiliar and expensive or
infrequently used product.
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- Fall '13
- Marketing, AACSB Reflective, CB&E Model Strategy, CB&E Model