CB Chapter 15

The desired features or characteristics required to meet a consumer's needs are his or her _____. A. evokedset B. evokedcriteria C. considerationcriteria D. evaluativecriteria E. evaluativeset

D

Searches for information from a mobile device pertaining to the current (or future planned) geographic location of a consumer are known as local mobile search.

T

The perceived risk associated with unsatisfactory product performance increases information search prior to purchase.

T

Which of the following is NOT a subcategory of the awareness set? evokedset purchaseset inert set inept set All of the above are subcategories of the awareness set.

B

All of the brands that a consumer thinks of as potential solutions are known as the _____. A. awareness set B. evaluativecriteria C. alternativeset D. preferred set E. considerationset

A

Karl and his wife are considering putting a built-in pool in their backyard. They were discussing who they could get to do it for them, and they realized they knew of five pool contractors in their city. These five pool contractors that they thought of as potential contractors for them represent their _____. A. awareness set B. evaluativecriteria C. alternativeset D. preferred set E. considerationset

A

Nakeisha wants to purchase some new makeup, but she wants something different from what she is currently using. Because she has experience with this product, she just thinks of the other products she has tried and decides to purchase one of those. Which type of information search has Nakeisha performed? internal search externalsearch primarysearch secondarysearch evokedsearch

A

Once a problem is recognized, relevant information from long-term memory is used to determine if a satisfactory solution is known, what the characteristics of potential solutions are, what the appropriate ways to compare solutions are, and so forth. This is referred to as _____. internal search externalsearch primarysearch ongoingsearch evokedsearch

A

The brands or products one will evaluate for the solution of a particular consumer problem are called the _____. A. evoked set B. evaluativecriteria C. alternativeset D. preferred set E. awarenessset

A

Thomas is aware of several different brands of electric shavers, but he is only seriously considering three different brands. These three brands that Thomas is evaluating represent his _____. A. evoked set B. evaluativecriteria C. alternativeset D. preferred set E. awarenessset

A

Which of the following is probably the most important situational variable with respect to search behavior? A. temporalperspective B. taskdefinition C. physicalsurroundings D. antecedent state E. socialsurrounding

A

Which information source is NOT actively acquired by consumers? past searches personalexperience low-involvement learning independent groups marketerinformation

C

Brands that are found completely unworthy of further consideration are members of the _____. evokedset inept set excludedset inert set discardedset

B

Deliberate external search that occurs in the absence of problem recognition and is done both to acquire information for possible later use and because the process itself is pleasurable is known as _____. internal search ongoingsearch eternalsearch continuoussearch perpetualsearch

B

Kodak markets digital cameras and is aware that consumers search for information concerning this product on the Internet using one of the several search engines (e.g., Google). To ensure that Kodak appears on the first page of results, this company pays the search engine to become a sponsored link when consumers search the key words "digital camera." This is an illustration of _____. A. market segmentation B. searchengineoptimization C. spam D. blogging E. behavioraltargeting

B

Nathan is purchasing a new computer, so he asks his friends and family for help in selecting one. He also has searched the Internet and visited the Dell, Gateway, and Apple websites and has consulted Consumer Reports. Nathan is conducting which type of information search? internal search externalsearch primarysearch secondarysearch evokedsearch

B

Wendy was in Walmart and noticed a display with baking items collected together and a little pad with recipes to tear off. She looked at the recipe and decided that this would make a nice dessert for Thanksgiving, so she purchased the products that were conveniently located on the display. Which type of decision making did Wendy undertake? A. automaticdecisionmaking B. limiteddecisionmaking C. nominaldecisionmaking D. extendeddecisionmaking E. truncateddecisionmaking

B

When a consumer notices a new product in a store because of the point-of-purchase display, reads about the attributes of the product and recalls an unresolved problem that this product will solve, and then purchases the product, _____ has occurred. A. automaticdecisionmaking B. limiteddecisionmaking C. nominaldecisionmaking D. extended decision making E. truncateddecisionmaking

B

Which of the following involves techniques designed to ensure that a company's Web pages appear high on an Internet search result list? A. market segmentation B. searchengineoptimization C. spam D. blogging E. behavioraltargeting

B

Which of the following statements is FALSE regarding information search? A. The amount of search depends on purchase involvement. B. Searching for information is free. C. Information search involves mental as well as physical activities that consumers must perform. D. The initial search generally produces a set of guides or decision restraints. E. Search has benefits such as finding a lower price or getter higher quality.

B

Which type of search can involve independent sources, personal sources, marketer-based information, and product experience? internal search externalsearch primarysearch secondarysearch evokedsearch

B

books related to wine, visits wine-related websites frequently, and has visited several wine regions throughout the world. While he purchases wine frequently, he does not conduct this information search for just that reason. He just enjoys learning about wine. For Barry, his search for information about wine is a(n) _____. internal search ongoingsearch eternalsearch continuoussearch perpetualsearch

B

To which set do alternatives the consumer does not know about belong? inert set inept set unawarenessset unknownset evokedset

C

Darcy is considering the purchase of living room furniture. While there are several national-chain furniture stores in her city, she is not considering Haverty's because she's purchased furniture from this store before and has been dissatisfied. For Darcy, this furniture retailer is included in her _____. evokedset considerationset inept set excluded set inert set

C

Every winter, Laurie's skin becomes very dry and results in painful cracks in the skin on her fingers. Once this happens, Laurie remembers that Zim's Crack Cream works really well for this problem, so she stops at the store to pick some up. Which type of decision making has occurred? A. automaticdecisionmaking B. limiteddecisionmaking C. nominaldecisionmaking D. extendeddecisionmaking E. truncateddecisionmaking

C

If, in response to a problem, a consumer recalls a single, satisfactory solution, no further information search or evaluation may occur. The consumer purchases the recalled brand and _____ has occurred. A. automaticdecisionmaking B. limiteddecisionmaking C. nominaldecisionmaking D. extended decision making E. truncateddecisionmaking

C

Susan actually knows quite a bit about some product categories that she doesn't actively seek out information concerning and doesn't even own. Which of the following is the most likely means by which she obtained this information? past searches personalexperience low-involvement learning experiential sources high-involvement learning

C

The second screen refers to (p. 511) 2. A.watching streaming video on a mobile device. B. surfingtheInternet. C.watching TV while interacting with another mobile device. D. local mobile search. E. alloftheabove.

C

Which of the following statements is FALSE regarding appropriate alternatives? A. An evoked set is those brands or products one will evaluate for the solution of a particular consumer problem. B. The brand found completely unworthy of further consideration is a member of the inept set. C.Marketing strategy that focuses only on creating awareness is adequate. D. Brands for which a consumer is aware of but basically indifferent toward compose that consumer's inert set. E. Alternatives the consumer does not know about compose the unawareness set.

C

Eric was in the store and started looking at riding lawn mowers. He didn't come to this store for the purpose of purchasing one, but he started considering it once he was there. However, he did not purchase one on that trip. Instead he went to other stores to look at their mowers, he asked his neighbor and his brother-in-law about their mowers, and he searched the Internet before he decided on the brand to purchase. Which type of decision making did Eric undertake? A. automaticdecisionmaking B. limiteddecisionmaking C. nominaldecisionmaking D. extendeddecisionmaking E. truncateddecisionmaking

D

For which type of decision making is external information search relatively important? A. automaticdecisionmaking B. limiteddecisionmaking C. nominaldecisionmaking D. extendeddecisionmaking E. truncateddecisionmaking

D

One reason a consumer does an ongoing search is because the process itself is pleasurable to him or her.

T

A consumer decision requires information on which of the following? A. the appropriate evaluative criteria for the solution of a problem B. the existence of various alternative solutions C. the performance level or characteristic of each alternative solution on each evaluative criterion D. AandB E. A,B,andC

E

Brands for which a consumer is aware but basically indifferent toward compose his or her _____. evokedset considerationset inept set excluded set inert set

E

Elaine is considering the purchase of a computer and is aware that Toshiba and HP are brands in this product category. However, she is basically indifferent toward them. These two brands represent Elaine's _____. evokedset considerationset inept set excluded set inert set

E

The evoked set is also called the _____. A. evaluativeset B. alternativeset C. awarenessset D. preferred set E. considerationset

E

A major motivator of online search is to find warranty information.

F

All of the brands thought of as potential solutions are known as the consideration set.

F

Most purchases are the result of extended decision making and therefore involve considerable external search prior to purchase.

F

Search engine optimization involves tracking consumer click patterns on a website and using that information to decide on banner ad placement.

F

The awareness set has generally been found to be smaller than the evoked set.

F

The brands found to be completely unworthy of further consideration comprise the excluded set.

F

The maintenance marketing strategy is appropriate if consumers use extended decision making and the brand is in the evoked set.

F

Consumers continually recognize problems and opportunities, so internal and external searches for information to solve these problems are ongoing processes.

T