CHAPTER 15 MKTB

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

ANSWER E

18. All of the brands that a consumer thinks of as potential solutions are known as the A. awareness set. B. evaluative criteria. C. alternative set. D. preferred set. E. consideration set.

ANSWER A

19. 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. evaluative criteria. C. alternative set. D. preferred set. E. consideration set.

ANSWER A

21. The brands or products one will evaluate for the solution of a particular consumer problem are called the A. evoked set. B. evaluative criteria. C. alternative set. D. preferred set. E. awareness set.

ANSWER A

22. 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 A. evoked set. B. evaluative criteria. C. alternative set. D. preferred set. E. awareness set.

ANSWER A

3. 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 are appropriate ways to compare solutions, and so forth. This is referred to as A. internal search. B. external search. C. primary search. D. ongoing search. E. evoked search.

ANSWER A

31. Past searches, prior personal experiences, and prior low-involvement learning are examples of which source of information? A. memory B. personal sources C. independent sources D. marketing sources E. experiential sources

ANSWER A

32. 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? A. memory B. personal sources C. independent sources D. marketing sources E. external sources

ANSWER A

4. 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? A. internal search B. external search C. primary search D. secondary search E. evoked search

ANSWER A

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

ANSWER A

50. Services that aid consumers in their search and decision making on the Internet are known as A. bots. B. worms. C. viruses. D. seekers. E. minimizers.

ANSWER A

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

ANSWER A

65. 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? A. market characteristics B. product characteristics C. consumer characteristics D. situation characteristics E. technological characteristics

ANSWER A

71. Which of the following is probably the most important situational variable with respect to search behavior? A. temporal perspective B. task definition C. physical surroundings D. antecedent state E. social surrounding

ANSWER A

72. Which marketing strategies are appropriate for nominal decision making? A. maintenance strategy and disrupt strategy B. capture strategy and intercept strategy C. preference strategy and acceptance strategy D. maintenance strategy and intercept strategy E. capture strategy and acceptance strategy

ANSWER A

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

ANSWER A

10. 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. automatic decision making B. limited decision making C. nominal decision making D. extended decision making E. truncated decision making

ANSWER B

13. 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 A. internal search. B. ongoing search. C. eternal search. D. continuous search. E. perpetual search.

ANSWER B

14. 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) A. internal search. B. ongoing search. C. eternal search. D. continuous search. E. perpetual search.

ANSWER B

2. 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.

ANSWER B

20. Which of the following is not a subcategory of the awareness set? A. evoked set B. evaluation set C. inert set D. inept set E. All of these choices are subcategories of the awareness set.

ANSWER B

24. Brands that are found completely unworthy of further consideration are members of the A. evoked set. B. inept set. C. excluded set. D. inert set. E. discarded set.

ANSWER B

33. Friends, family, and others are examples of which source of information? A. memory B. personal sources C. independent sources D. marketing sources E. experiential sources

ANSWER B

34. Kasi is seeking the advice of her parents in her decision on which college to attend. Which source of information is Kasi using? A. memory B. personal sources C. independent sources D. marketing sources E. experiential sources

ANSWER B

44. Which demographic factors still have the most influence on U.S. adult Internet usage? A. gender, ethnicity, age B. age, income, education C. age, ethnicity, gender D. income, gender, generations E. education, generations, gender

ANSWER B

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

ANSWER B

49. 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? A. brand only B. generic C. brand-item D. retail E. price-related

ANSWER B

5. Which type of search can involve independent sources, personal sources, marketer-based information, and product experience? A. internal search B. external search C. primary search D. secondary search E. evoked search

ANSWER B

51. 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) A. minimizer. B. shopping bot. C. search engine. D. personal data assistant. E. Internet organizer.

ANSWER B

54. Lisa has to check her email frequently to delete the unsolicited messages she gets, typically for loans and prescription drugs. If she doesn't delete them, her inbox will fill up and e-mails that she wants to receive won't get through. This unsolicited email is known as A. PBE. B. spam. C. blog. D. junk mail. E. banner mail.

ANSWER B

58. 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. search engine optimization C. spam D. blogging E. behavioral targeting

ANSWER B

59. 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 A. market segmentation. B. search engine optimization. C. spam. D. blogging. E. behavioral targeting.

ANSWER B

6. 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? A. internal search B. external search C. primary search D. secondary search E. evoked search

ANSWER B

60. The segment of smartphone users who are hyperconnected and strong influencers of others on social media is known as A. Prodigies. B. Tribals. C. Pragmatists. D. Browsers. E. Personals.

ANSWER B

68. Consumers' general approaches or patterns of external search are termed A. social status. B. shopping orientations. C. involvement. D. motives. E. differentials.

ANSWER B

73. Which marketing strategies are appropriate for limited decision making? A. maintenance strategy and disrupt strategy B. capture strategy and intercept strategy C. preference strategy and acceptance strategy D. maintenance strategy and intercept strategy E. capture strategy and acceptance strategy

ANSWER B

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

ANSWER B

82. Extended decision making with the brand in the evoked set requires which marketing strategy? A. capture strategy B. preference strategy C. intercept strategy D. maintenance strategy E. disrupt strategy

ANSWER B

83. 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? A. capture strategy B. acceptance strategy C. maintenance strategy D. intercept strategy E. disrupt strategy

ANSWER B

9. 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. automatic decision making B. limited decision making C. nominal decision making D. extended decision making E. truncated decision making

ANSWER B

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

ANSWER C

25. 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 A. evoked set. B. consideration set. C. inept set. D. excluded set. E. inert set.

ANSWER C

28. To which set do alternatives the consumer does not know about belong? A. inert set B. inept set C. unawareness set D. unknown set E. evoked set

ANSWER C

29. 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.

ANSWER C

35. Magazines, consumer groups, and government agencies represent which source of information? A. memory B. personal sources C. independent sources D. marketing sources E. experiential sources

ANSWER C

36. 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? A. memory B. personal sources C. independent sources D. marketing sources E. experiential sources

ANSWER C

41. Which information source is not actively acquired by consumers? A. past searches B. personal experience C. low-involvement learning D. independent groups E. marketer information

ANSWER C

42. 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? A. past searches B. personal experience C. low-involvement learning D. experiential sources E. high-involvement learning

ANSWER C

48. Consumers conducting a generic search in an Internet search engine use which type of terms? A. retailer-related terms B. brand-related terms C. general product-related terms D. brand- plus product-related terms E. price-related terms

ANSWER C

55. The percentage who click through a banner ad to the corporate website is known as A. response rate. B. turnover rate. C. click-through rate. D. rating. E. hits.

ANSWER C

61. The segment of smartphone users who are mobile professionals who manage home and work with their phone is known as A. Prodigies. B. Tribals. C. Pragmatists. D. Browsers. E. Personals.

ANSWER C

66. Feature and quality variations across brands are referred to as A. product positioning. B. brand leverage. C. product differentiation. D. market segmentation. E. market characteristics.

ANSWER C

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

ANSWER C

7. 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. automatic decision making B. limited decision making C. nominal decision making D. extended decision making E. truncated decision making

ANSWER C

74. Which marketing strategies are appropriate for extended decision making? A. maintenance strategy and disrupt strategy B. capture strategy and intercept strategy C. preference strategy and acceptance strategy D. maintenance strategy and intercept strategy E. capture strategy and acceptance strategy

ANSWER C

77. Which marketing strategy requires consistent attention to product quality, distribution, and a reinforcement advertising strategy because the brand is purchased habitually by the target market? A. capture strategy B. acceptance strategy C. maintenance strategy D. preference strategy E. disrupt strategy

ANSWER C

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

ANSWER C

8. Every winter, Laurie's skin becomes very dry and results in painful cracks in her 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. automatic decision making B. limited decision making C. nominal decision making D. extended decision making E. truncated decision making

ANSWER C

80. If the target market engages in limited decision making and the brand is not part of their evoked set, the objective will be to A. disrupt the existing decision patterns. B. capture as large a share of the purchases as practical. C. intercept the consumer during the search for information on the brands in the evoked set. D. develop a strong position on those attributes important to the target market. E. defend against the disruptive tactics of competitors.

ANSWER C

11. For which type of decision making is external information search relatively important? A. automatic decision making B. limited decision making C. nominal decision making D. extended decision making E. truncated decision making

ANSWER D

12. 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. automatic decision making B. limited decision making C. nominal decision making D. extended decision making E. truncated decision making

ANSWER D

16. The desired features or characteristics required to meet a consumer's needs are his or her A. evoked set. B. evoked criteria. C. consideration criteria. D. evaluative criteria. E. evaluative set.

ANSWER D

37. Sales personnel, websites, and advertising represent which type of information source? A. memory B. personal sources C. independent sources D. marketing sources E. experiential sources

ANSWER D

38. 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? A. memory B. personal sources C. independent sources D. marketing sources E. experiential sources

ANSWER D

56. __________ involves tracking consumer click patterns on a website and using that information to decide on banner ad placement. A. Click-through targeting B. Search engine optimization C. Bot software D. Behavioral targeting E. Spam

ANSWER D

69. Higher perceived risk is associated with A. decreased search prior to purchase. B. more reliance on information from personal sources. C. greater reliance on personal experience. D. more reliance on information from personal sources and greater reliance on personal experience. E. decreased search prior to purchase and greater reliance on personal experience.

ANSWER D

70. Which situation tends to increase perceived risk? A. financial cost B. multiple item purchases C. gift giving D. multiple item purchases and gift giving E. All of these choices are correct.

ANSWER D

Topic: Evaluative Criteria 17. 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 A. evoked set. B. evoked criteria. C. consideration criteria. D. evaluative criteria. E. evaluative set.

ANSWER D

15. 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. The appropriate evaluative criteria for the solution of a problem and the existence of various alternative solutions. E. 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.

ANSWER E

23. The evoked set is also called the A. evaluative set. B. alternative set. C. awareness set. D. preferred set. E. consideration set.

ANSWER E

26. Brands for which a consumer is aware but basically indifferent toward compose his or her A. evoked set. B. consideration set. C. inept set. D. excluded set. E. inert set.

ANSWER E

27. 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 A. evoked set. B. consideration set. C. inept set. D. excluded set. E. inert set.

ANSWER E

30. Which of the following is a primary source of information available to consumers? A. memory B. personal sources C. independent sources D. marketing sources E. All of these choices are correct.

ANSWER E

39. Which source of information includes inspection or product trial? A. memory B. personal sources C. independent sources D. marketing sources E. experiential sources

ANSWER E

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

ANSWER E

46. Which of the following is true regarding the Internet as a source of information? A. Online information is expected. B. Online information boosts offline sales. C. Online sources are viewed as valuable. D. Online sources reduce a salesperson's role. E. All of these choices are correct.

ANSWER E

57. 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 A. market segmentation. B. search engine optimization. C. spam. D. blogging. E. behavioral targeting.

ANSWER E

62. The segment of smartphone users who are mobile-savvy and love their phone is known as A. Prodigies. B. Tribals. C. Pragmatists. D. Browsers. E. Personals.

ANSWER E

63. According to a media consulting group, the best text message programs involve which of the following? A. build an "opt-in" database B. develop the text message "ad" C. roll out the campaign D. include a hook as to why they are being contacted, call to action, and an "opt-out" E. All of these choices are correct.

ANSWER E

64. Which of the following factors influences the expected benefits and perceived costs of search? A. market characteristics B. product characteristics C. consumer characteristics D. situation characteristics E. All of these choices are correct.

ANSWER E

79. Which marketing strategy is appropriate if the brand is not part of the evoked set and the target market engages in nominal decision making? A. capture strategy B. acceptance strategy C. maintenance strategy D. preference strategy E. disrupt strategy

ANSWER E

81. 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? A. capture strategy B. acceptance strategy C. maintenance strategy D. preference strategy E. intercept strategy

ANSWER E

100. Mobile marketing efforts can be viewed in much the same way as those on the Internet; that is, driving information to consumers (pull strategy) and driving consumers to information (push strategy).

FALSE

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

FALSE

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

FALSE

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

FALSE

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

FALSE

91. The long-term total influence of advertising and other marketer-provided information on consumer decision making and sales is nominal.

FALSE

92. Europe has the highest number of Internet users.

FALSE

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

FALSE

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

FALSE

97. Facebook ads are delivered at random to Facebook members.

FALSE

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

FALSE

101. Market characteristics that influence the expected benefits and perceived costs of search include the number of alternatives, price range, store distribution, and information availability.

TRUE

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

TRUE

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

TRUE

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

TRUE

88. Marketing strategy that focuses only on creating awareness may be inadequate.

TRUE

90. The five primary sources of information available to consumers are memory, personal sources, independent sources, marketing sources, and experiential sources.

TRUE

93. Online services use bots, which are software "robots" that do the shopping/searching for users, and are therefore often referred to as shopping bots.

TRUE

95. Banner ads are one way to drive a firm's information to consumers.

TRUE

98. 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.

TRUE

53. Unsolicited email that is a major concern and irritant is known as A. PBE. B. spam. C. blog. D. junk mail. E. banner mail.

answer B