Chapter 15 Chapter Quiz

Which marketing strategy is appropriate if the brand is not part of consumers' evoked sets? disrupt strategy maintenance strategy capture strategy preference strategy All of these choices are correct.

disrupt strategy

Which marketing strategy is appropriate if the brand is not part of the evoked set and the target market engages in nominal decision making? capture strategy acceptance strategy maintenance strategy preference strategy disrupt strategy

disrupt strategy

The number of alternatives, price range, store distribution, and information availability are examples of which factor that influences the expected benefits and perceived costs of search? market characteristics product characteristics consumer characteristics situation characteristics technological characteristics

market characteristics

Which of the following is not a subcategory of the awareness set? evoked set evaluation set inert set inept set All of these choices are subcategories of the awareness set.

evaluation set

Bob is searching the Internet for information on digital cameras, so he types in the words "digital camera" in Google. Which type of search is Bob conducting? brand only generic brand-item retail price-related

generic

The second screen refers to watching streaming video on a mobile device surfing the Internet watching TV while interacting with another mobile device local mobile search All of these choices are correct.

watching TV while interacting with another mobile device

Freddy is purchasing a new car, and he has decided that gas mileage, price, reliability, and styling are important to him. These attributes represent Freddy's evoked set. evoked criteria. consideration criteria. evaluative criteria. evaluative set.

evaluative criteria.

Consumers conducting a generic search in an Internet search engine use which type of terms? retailer-related terms brand-related terms general product-related terms brand- plus product-related terms price-related terms

general product-related terms

Which of the following is not a research finding regarding the Internet as an information source? Online information is expected. Online information boosts offline sales. Online sources are viewed as valuable. Online sources reduce a salesperson's role. Roughly 30% of American adults use a search engine to research a product/service before buying it online.

Roughly 30% of American adults use a search engine to research a product/service before buying it online.

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

Searching for information is free.

Which marketing strategy is similar to preference strategy but is complicated by the fact that the target market is not seeking information about the brand? capture strategy acceptance strategy maintenance strategy intercept strategy disrupt strategy

acceptance strategy

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? automatic decision making limited decision making nominal decision making extended decision making truncated decision making

limited decision making

Extended decision making with the brand in the evoked set requires which marketing strategy? capture strategy preference strategy intercept strategy maintenance strategy disrupt strategy

preference strategy

Which of the following is not a major issue marketers must deal with concerning the Internet's role in information search and decision making? How can they get more consumers to use the Internet instead of seeking information from salespeople? How can they drive their information to consumers? How can they drive consumers to their information? How (if at all) can online selling be utilized or integrated with existing channels? All of these choices are major issues marketers must deal with.

How can they get more consumers to use the Internet instead of seeking information from salespeople?

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

Marketing strategy that focuses only on creating awareness is adequate.

A consumer decision requires information on which of the following? The appropriate evaluative criteria for the solution of a problem. The existence of various alternative solutions. The performance level or characteristic of each alternative solution on each evaluative criterion. The appropriate evaluative criteria for the solution of a problem and the existence of various alternative solutions. The appropriate evaluative criteria for the solution of a problem, the existence of various alternative solutions, and the performance level or characteristic of each alternative solution on each evaluative criterion.

The appropriate evaluative criteria for the solution of a problem, the existence of various alternative solutions, and the performance level or characteristic of each alternative solution on each evaluative criterion.

Which demographic factors still have the most influence on U.S. adult Internet usage? gender, ethnicity, age age, income, education age, ethnicity, gender income, gender, generations education, generations, gender

age, income, education

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 awareness set. evaluative criteria. alternative set. preferred set. consideration set.

awareness set.

Ben is interested in golf, so he visits several golf-related websites, such as the USGA and the PGA. Unbeknownst to him, his surfing behavior is being tracked, and it's no accident that he receives several banner ads for golf products and destinations. This is called market segmentation. search engine optimization. spam. blogging. behavioral targeting

behavioral targeting

Which marketing strategies are appropriate for limited decision making? maintenance strategy and disrupt strategy capture strategy and intercept strategy preference strategy and acceptance strategy maintenance strategy and intercept strategy capture strategy and acceptance strategy

capture strategy and intercept strategy

The percentage who click through a banner ad to the corporate website is known as response rate. turnover rate. click-through rate. rating. hits.

click-through rate.

Experience, familiarity, social status, shopping orientation and product involvement are examples of which factor that influences the expected benefits and perceived costs of search? market characteristics product characteristics consumer characteristics situation characteristics personality traits

consumer characteristics

Thomas is aware of several different brands of electric shavers, but he is only considering seriously three different brands. These three brands that Thomas is evaluating represent his evoked set. evaluative criteria. alternative set. preferred set. awareness set.

evoked set.

Lane is test driving several models of automobiles to help him decide which one to purchase. Which source of information does this represent? memory personal sources independent sources marketing sources experiential sources

experiential sources

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? automatic decision making limited decision making nominal decision making extended decision making truncated decision making

extended decision making

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 external search primary search secondary search evoked search

external search

Research shows that the most important search-related use of the Internet is finding information. getting news. buying a product. using e-mail. checking the weather.

finding information.

Research has shown that most of the online search leading up to a purchase was brand only. generic. brand-item. retail. price-related.

generic.

Jon needed to purchase new tires for his SUV. He consulted Consumer Reports to see how the various brands were rated. Jon consulted which type of information source? memory personal sources independent sources marketing sources experiential sources

independent sources

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 evoked set. consideration set. inept set. excluded set. inert set.

inept set.

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 evoked set. consideration set. inept set. excluded set. inert set.

inert set.

If a brand is included in a consumer's evoked set, which marketing strategy is not appropriate? maintenance strategy intercept strategy capture strategy preference strategy All of these choices are appropriate.

intercept strategy

One marketer for a brand of shampoo learned through research that consumers in the target market engage in limited decision making but that this marketer's brand is not part of their evoked set. Which marketing strategy is appropriate for this company? capture strategy acceptance strategy maintenance strategy preference strategy intercept strategy

intercept strategy

Nakeisha wants to purchase some new make-up, but she wants something different from what she is currently using. Since 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 external search primary search secondary search evoked search

internal search

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 personal experience low-involvement learning experiential sources high-involvement learning

low-involvement learning

Coca-Cola has a large brand-loyal purchaser segment. Which marketing strategy is appropriate for this brand? capture strategy acceptance strategy maintenance strategy preference strategy disrupt strategy

maintenance strategy

Which marketing strategies are appropriate for nominal decision making? maintenance strategy and disrupt strategy capture strategy and intercept strategy preference strategy and acceptance strategy maintenance strategy and intercept strategy capture strategy and acceptance strategy

maintenance strategy and disrupt strategy

Stephanie and her husband are considering the purchase of a 52" plasma television. They have visited several manufacturers' websites, looked at the ads in the Sunday newspaper, and have spoken with sales people at several electronics stores. Which source of information are they using? memory personal sources independent sources marketing sources experiential sources

marketing sources

Karen is going to the mall to purchase new shoes. Based on her prior experience with Nine West and her positive attitude toward them, she plans on looking at the Nine West store first. Her decision to visit the Nine West store is based on which source of information? memory personal sources independent sources marketing sources external sources

memory

Higher perceived risk is associated with decreased search prior to purchase. more reliance on information from personal sources. greater reliance on personal experience. more reliance on information from personal sources and greater reliance on personal experience. decreased search prior to purchase and greater reliance on personal experience.

more reliance on information from personal sources and greater reliance on personal experience.

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. automatic decision making limited decision making nominal decision making extended decision making truncated decision making

nominal decision making

Barry is always searching information about wine. He reads Wine Spectator every month, has several 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. ongoing search. eternal search. continuous search. perpetual search.

ongoing search.

Friends, family, and others are examples of which source of information? memory personal sources independent sources marketing sources experiential sources

personal sources

Which marketing strategies are appropriate for extended decision making? maintenance strategy and disrupt strategy capture strategy and intercept strategy preference strategy and acceptance strategy maintenance strategy and intercept strategy capture strategy and acceptance strategy

preference strategy and acceptance strategy

Feature and quality variations across brands are referred to as product positioning. brand leverage. product differentiation. market segmentation. market characteristics.

product differentiation.

Canon 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 Canon 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 market segmentation. search engine optimization. spam. blogging. behavioral targeting.

search engine optimization.

Amelia wanted to purchase a nice watch for her husband, but she was overwhelmed by the amount of information available on the Internet for this product. She visited one website that offered a service that would do the searching and comparisons for her, so she decided to use it. The service Amelia used is referred to as a(n) minimizer. shopping bot. search engine. personal data assistant. Internet organizer.

shopping bot.

Consumers' general approaches or patterns of external search are termed social status. shopping orientations. involvement. motives. differentials.

shopping orientations.

Which of the following is probably the most important situational variable with respect to search behavior? temporal perspective task definition physical surroundings antecedent state social surrounding

temporal perspective

To which set do alternatives the consumer does not know about belong? inert set inept set unawareness set unknown set evoked set

unawareness set