C3

Question 1

Conjunctive (decision rule)

Answer 1

Select all brands that surpass a minimum level on each relevant evaluative criterion.

Question 2

Disjunctive (decision rule)

Answer 2

Select all brands that surpass a satisfactory level on any relevant evaluative criterion.

Question 3

Elimination by aspects (decision rule)

Answer 3

Rank evaluative criteria in terms of importance and establish satisfactory needs for each. Start with the most important attribute and eliminate all brands that don’t meet the level.

Question 4

Lexicographic (decision rule)

Answer 4

Rank evaluative criteria in terms of importance. Start with the most important criteria and select the brand that scores the highest on that dimension.

Question 5

Compensatory (decision rule)

Answer 5

Select the brand that provides the highest total score when the performance ratings for all the relevant attributes are added together for each brand.

Question 6

Evaluative criteria

Answer 6

Dimensions used to judge the merits of competing options. Criteria where the products differ from another carry more weight that where the alternatives are similar.

Question 7

Neuromarketing

Answer 7

Uses functional magnetic resonance imaging, a brain scanning device, that tracks blood flow as we perform tasks. Studies have illustrated how brand loyalty affects our reactions, and how celebrities trigger the same brain circuits as images of shoes, cars, etc.

Question 8

Cybermediary

Answer 8

Intermediary that helps to filter and organise online market information so that customers can identify and evaluate alternatives more efficiently. Come in several forms: forums, fan clubs, directories etc.

Question 9

Heuristics

Answer 9

Mental rules of thumb: aid speedy decisions, can be general/specific, sometimes not in consumers best interest. Influence may be enhanced if product has an unusual name, which makes it and the experiences with it more distinctive. Other influences: high price, country of origin.

Question 10

Process of evaluating criteria

Answer 10

Evaluation criteria, determinants of criteria, measurement of evaluation criteria, determining alternatives, evaluating alternative, selecting a decision rule, marketing implementation.

Question 11

Store choice and purchase

Answer 11

Where will consumers shop? (Online/in store)
How do they choose a retail outlet? (Consumer/store characteristics)
In store decision alterations (displays, price reductions, store layout, staff).
Alternative to store selection.
Implications for strategy.

Question 12

Postpurchase processes

Answer 12

• Dissonance - doubt/anxiety about correctness of ones decision after purchase has been made.
• Product use/non use (multiple uses, packaging, defective products).
• Disposal (recycling, trade ins, second hand markets).

Question 13

Passives (dissatisfaction response style)

Answer 13

Rarely take action, younger group, don’t see benefit from complaining.

Question 14

Voices

Answer 14

Rarely take private or public action, usually complain directly to firm, older group, believe they are providing social benefit.

Question 15

Irates

Answer 15

Take above active levels of private response and average levels of direct action, but low levels of public action.

Question 16

Activists

Answer 16

Likely to get involved in private, direct and public action, believe they are providing social benefits by complaining.