Chapter 15 Quiz

Website visits that occur as a result of exposure to an online ad but which do not occur at the time of exposure have been termed hits. turnovers. responses. click-throughs. view-throughs.

view-throughs.

Information search often requires all of the following except mental effort. physical effort. giving up more desirable activities. money. All of these choices are often required.

All of these choices are often required.

HP has a large brand-loyal purchaser segment; therefore, a disrupt marketing strategy is most appropriate for this brand.

False

Internet usage increases with age.

False

Primary search involves problem recognition, retrieving relevant information from long-term memory in order to determine whether a satisfactory solution is known, what the characteristics of potential solutions exist, what are appropriate ways to compare solutions, etc.

False

The number one online shopping tool is online reviews.

False

Ongoing search involves an intentional external search occurring in the absence of problem recognition and is done both for acquiring information for use perhaps at a later time and because the process itself is pleasurable.

True

Online interactive tools and virtual trials have become part of the information search experience.

True

Primary sources of information available to consumers include marketing sources, independent sources, personal sources, experiential sources, and memory

True

Roughly 74 percent of U.S. adults access local information via their mobile devices including local mobile apps.

True

All of the brands that a consumer will evaluate for the solution of a particular problem is known as the inert set. decision set. awareness set. evoked set. None of these choices are correct.

evoked set.

Which of the following demographic patterns is false? Internet use increases with income. Internet use increases with education. Internet use decreases with age. gender is a major influence on Internet use. All of these choices are false.

gender is a major influence on Internet use.

Marketing managers are interested in external information search because using these sources costs less than other options. it provides them with direct access to the consumer. it is through external information search that the consumer builds up the inert set. information pulled from memory is less salient to the consumer than any other type. All of these choices are correct.

it provides them with direct access to the consumer.

Internet shopping services use __________ that do the shopping/searching for users. shopping bots IPS sales banners IPOs None of these choices are correct

shopping bots

Evaluative criteria are limited to the inert set. limited to the inept set. limited to the evoked set. the characteristics required to meet your needs. None of these choices are correct.

the characteristics required to meet your needs.