P 102 when roger decides which airline to use to fly

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(p. 102) When Roger decides which airline to use to fly from Baltimore to San Diego, he considers the price, number of stops, and frequent flyer miles he will earn. All three factors are equally important to him. Is Roger using a compensatory or noncompensatory decision rule? Explain your reasoning. Roger is using a compensatory decision rule because he is weighing the alternatives. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 05-01 Articulate the steps in the consumer buying process. Topic: Evaluation of Alternatives 150. (p. 105) Why should marketers not set unrealistically high consumer expectations? Setting unrealistically high consumer expectations may lead to higher initial sales, but will eventually result in dissatisfaction when the product or service fails to achieve the high performance expectations. AACSB: Analytic Blooms: Apply Difficulty: 2 Medium Learning Objective: 05-04 Discuss postpurchase outcomes. Topic: Postpurchase 151. (p. 111) Whenever major golf professionals use a new piece of golf equipment, sales of that equipment jump rapidly. What type of social influence do PGA and LPGA professionals represent for average golfers? They are reference groups who influence people's behavior. AACSB: Analytic Blooms: Remember Difficulty: 1 Easy Learning Objective: 05-05 List the factors that affect the consumer decision process. Topic: Psychological Factors 152. (p. 115) Naomi knows that habitual purchasers make great customers for her coffee shop. How can Naomi attract and maintain habitual purchasers? Creating and maintaining strong brands and strong store loyalty will help Naomi create habitual purchasers. She should be hesitant to change brands of coffee, hours, and other features loyal customers have grown to prefer without a clear understanding of their preferences.
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AACSB: Analytic Blooms: Understand Difficulty: 3 Hard Learning Objective: 05-06 Describe how involvement influences the consumer decision process. Topic: Involvement and Consumer Buying Decisions 153. (p. 114- 115) For years Mark sold new cars, but he and his wife recently grew tired of city life and moved to a beach town. Now he sells costume jewelry (made by his wife) at an open-air market near the ocean. To be successful, what will Mark have to recognize about the difference between consumers' problem solving processes for cars and costume jewelry? Most consumers engage in an extended problem solving process when purchasing cars, while costume jewelry is more likely to be an impulse purchase. AACSB: Analytic Blooms: Apply Difficulty: 3 Hard Learning Objective: 05-06 Describe how involvement influences the consumer decision process. Topic: Involvement and Consumer Buying Decisions
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  • Fall '12
  • Chris
  • Decision Making, consumer decision process, Brenda, D. Maslow

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Christopher Reinemann
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