Consumer Behavior Chapter 15 review

Drag the description of a the consumer segment of mobile phone users to the segment it describes. Instructions Prodigies Personals Pragmatists Talkers

Constantly-connected, mobile-centric tech trendsetters Mobile-savvy; prefer connecting with friends through direct messaging Mobile professionals who manage home and work with their phone Use mobile phones mainly for verbal conversations and an occasional video call

What do marketers need to do to prevent existing loyal consumers from searching alternative solutions to recognized problems in other brands or product categories?

Counter short-term competitive strategies.

Drag the marketing strategies developed by marketers to reduce search time to the market characteristics that influence the extent of external search conducted by consumers. Instructions Number of alternatives Perceived price range Extent of store distribution Information availability

Development of a large number of strategic models to guide consumers toward exclusive models Implementation of cost matching strategies perceived by consumers as signaling lower costs Strategic location of outlets to decrease engagement of consumers in external searches Avoiding consumer accessibility to too much details about products which keeps consumers' need for information active without overloading them

Which of the following are evaluative criteria for customers choosing among brands in an evoked set?

Emotional considerations Features Price

What are the five primary sources of information available to consumers?

Experiential sources Independent sources Personal sources Marketing sources Memory

True or false: The greatest proportion of consumers perform an extensive external search of information prior to purchase.

False

What information should marketers have before implementing strategies to capture large shares of consumers who are involved in nominal decision making?

How does the target market engage in information search on recognizing a problem?

Drag the description of a consumer characteristic that influences the extent of consumer engagement in external search to the characteristic it describes. Instructions Experience Shopping orientation Social status Perceived risk

Increased probability of a repeat purchase reduces the likelihood of external search Reduced likelihood of external search just before purchase when consumers engage in ongoing search Decreased likelihood of engaging in external search as consumers move through different stages of life Increased probability of threat increases consumer engagement in external search

______ strategies, which enable consumers to compare prices of a product in various other stores while inside a particular store, have given consumers more control over their shopping experience.

Local mobile search

Drag the examples of sources of information used by a consumer after problem recognition to the source of information they exemplify. Instructions Memory Personal sources Independent sources Marketing sources Experiential sources

Personal experiences, low-involvement learning, and past searches Family, friends, and members of one's social group(s) Government agencies, consumer groups, and magazines Websites, advertising media, and sales personnel Product trial or inspection

Drag the type of reinforcements associated with products to the way they influence consumer engagement in external search. Instructions Increase external search Decrease external search

Positive products Negative products

Which five are segments of mobile phone users as proposed by Experian?

Prodigies Personals Occasionals Tribals Browsers

Drag each strategy used to shift a target market into a more extensive form of decision making to its appropriate time duration. Instructions Long run Short run

Product improvement followed by attention-attracting advertising Attention-attracting advertising specifically aimed at breaking habitual decision making

Drag the description of a factor makes the Internet a major source of information for consumers to the factor it describes. Instructions Online information is expected Online information boosts offline sales Online sources are viewed as valuable Online sources reduce a salesperson's role

Product information is anticipated to be found on a company's website. Products are more likely to be purchased directly from the market if a company provides product-related information online. Websites are equal to or better than traditional advertising media in many categories. Less purchase assistance is required by consumers who browse products online.

_______ on the Internet provides opportunities for marketers to effectively use acceptance strategy for marketing their brands.

Search engine optimization

What effect does perceived benefits have on one's external search for information?

The greater the perceived benefits, the more time will be spent searching.

True or false: The more consumers search for external information, the more accumulated knowledge they gain and thus lower the benefits of search just prior to purchase.

True

What must marketers do to keep existing loyal customers?

Use reinforcement advertising Avoid out-of-stock situations Maintain product improvements and development

Victoria needs a new dishwasher. Based on research across various measures, such as stores visited, brands considered, sources utilized, and total overall search, which of the following can we expect regarding Victoria's search?

Victoria will perform limited information search.

The complicated issue with a(n) Blank______ strategy is that the target market is not actively seeking information about the brand, so marketers must motivate consumers to learn about the brand.

acceptance

In the context of types of information sought by consumers, an awareness set is a part of a set of

all possible alternatives that can solve a consumer's problem.

In the context of appropriate alternatives to consumer problems, the brands that a consumer is aware of constitute the Blank______ set. Multiple choice question.

awareness

capture as much market share as practical.

because consumers are not considering the marketers' brand

When a marketer's brand is evaluated by a target market that engages in limited decision making, the marketer's objective is to

capture as much market share as practical.

What three things are determined during internal search for information?

characteristics of potential solutions existence of a satisfactory solution ways of comparing potential solutions

In the context of temporal perspective, external information search of a consumer upon recognizing a problem Blank______ with a decrease in the availability of time to the consumer.

decreases

Shelly, a university undergraduate, wants to purchase a new phone. She engages in an internal search to find a phone that has a big screen, has the latest android operating system, and complements her personality. In this scenario, the desired features that Shelly wants are her

evaluative criteria.

The characteristics or features of potential solutions to a recognized problem that are desired by a consumer and are determined through his or her internal search are called

evaluative criteria.

A target market's nominal decision making process should be disrupted if a brand is not part of a target market's Blank______ set.

evoked

In the context of finding potential solutions to a recognized problem, the process of evaluating brands in an evoked set requires consumers to

gather information about each brand on each applicable evaluative criterion.

Products that have quality and feature variation across brands lead to

increased consumer engagement in external search.

Delilah engages in limited decision making to replace the brand of hair products she currently uses. Lesner, a brand of hair products, is not a part of the evoked set that Delilah considers. Identify a strategy that marketers of Lesner are most likely to use in order to influence Delilah to purchase the product.

intercept strategy

Information search by consumers, using relevant information from long-term memory, once a problem is recognized, is known as Blank______ search.

internal

Before the popularity of smartphones, Cindy would go from store to store, manually comparing prices, to find the best deals for products. Now, she uses a mobile phone application to compare prices. In this scenario, Cindy has benefited from the

local mobile search

Which of the following are factors that typically increase a consumer's engagement in an external search for alternative solutions to a recognized problem?

pleasant physical surroundings gift-giving situations

Although there are some differences, an acceptance strategy is most similar to a Blank______ strategy.

preference

Extended decision making with the brand in a consumer's evoked set requires a Blank______ strategy.

preference

Kim is involved in extended decision making before purchasing a new car. She considers the brand Elance. Which of the following is a strategy that the marketers of Elance most likely uses in order to ensure that Kim purchases the car?

preference strategy

Rita is a teenager who is obsessed with technology and keeps herself updated on the latest gadgets. She wants to buy a laptop. It does not take her long to decide on the brand and model. Which of the following consumer characteristics influences Rita's lack of need for external search?

shopping orientation

Once consumers recognize a problem, they often prefer using Blank______ to search for information on potential solutions.

the Internet

Which of the following are market characteristics, perceived by consumers, that influence the extent of external search conducted by them?

the extent of store distribution the number of alternatives available to solve a problem the perceived price range in a product class among equivalent brands the availability of information