exam3 chp15
according to a media consulting group, the best text message programs involve which of the following?
all of the above
information search often requires all of the following EXCEPT
all of the above
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?
all of the above
which of the following factors influences the expected benefits and perceives costs of search?
all of the above
which of the following is a primary source of information available to consumer
all of the above
which of the following is true regarding the internet as a source of information
all of the above
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
bob is searching the internet for information on digital cameras, so he type in the words "digital camera in google. which type of search is bob conducting?
generic
research has shown that most of the online search leading up to a purchase was
generic
the second screen refers to
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
evaluative criteria
the desired features or characteristic required to meet a consumer's needs are his or her
evaluative criteria
all of the brands that a consumer will evaluate for the solution of a particular problem is known as the
evoked set
the brands or products one will evaluate for the solution of a particular consumer problem are called the
evoked set
which marketing strategy is similar to preference strategy but is complicated by the fact the the target market is not seeking information about the brand
acceptance strategy
online interactive tools and virtual trials have become part of the information search experience
?
the long0term total influence of advertising and other marketer-provided information on consumer decision making and sales is nominal
?
a consumer decision requires information on which of the following?
a,b,c
which demographic factors still have the most influence on US adult internet usage?
age, income, education
all of the brands that a consumer thinks of as potential solutions are known as the
awareness set
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 the represent their
awareness set
higher perceived risk is associated with
b and c
which situation tends to increase perceived risk
b and c
____________ involves tracking consumer click patterns on a website and using that information to decide on banner as placement
behavioral targeting
ben is interested in golf, so he visits several golf related websites, such as the USGA and the PGA. unbeknownst to his, his surfing behavior is being tracked, and it's no accident that he recieved several banner ads for golf product and destinations. this is called
behavioral targeting
Services that aid in consumers i their search and decision making on the internet are known as
bots
the percentage who click through a banner ad to the corporate website is known as
click through rate
the evoked set is also called the
consideration set
experience, familiarity, social status, shopping orientation and product involvement are examples of which factor that influences the expected benefits and perceived costs of search?
consumer characteristics
which marketing strategy is appropriate is the brand is not part of consumer's evoked sets?
disrupt strategy
which marketing strategy is appropriate is the brand is not part of the evoked set and the target market engages in nominal decision making?
disrupt strategy
lane is test driving several models of automobiles to help his decide which one to purchase. which source of information does this represent?
experiential sources
which source in information includes inspection or product trial?
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?
extended decision making
for which type of decision making is external information search relatively important
extended decision making
nathan is purchasing a new computer, so he asks his friends and family for help in selecting one. he has also searched the internet and visited the Dell, Gateway, and Apple websites and has consulted consumer reports. Nathan is conducting which type of information search
external search
which type of search can involve independent sources, personal sources, marketer-based information, and product experience?
external search
HP has a large brand-loyal purchaser segment; therefore, a disrupt marketing strategy is most appropriate for this brand
false
all of the brands thought of as potential solutions are known as the consideration set
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 awareness set has generally been found to be smaller than the evoked set
false
the brands found to be completely unworthy of further consideration compromise the excluded set
false
the number one online shopping tool is online reviews
false
research shows that the most important search related use of the internet is
finding information
which of the following demographic patterns is false?
gender is a major influence on internet use
consumers conducting a generic search in an internet search engine use which type of terms?
general product-related terms
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?
brands that are found completely unworthy of further consideration are members of the
incept set
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 bees dissatisfied. for darcy, this furniture retailer is included in her
incept set
magazines, consumer groups, and government agencies represent which source of information?
independent source
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
independent sources
brands for which a consumer is aware but basically indifferent toward compost his or her
inert 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 towards them. these two brands represent elaine's
inert set
if a brand is included in a consumer's evoked set, which marketing strategy is NOT appropriate?
intercept strategy
one marketer for a brand of shampoo learned through research that consumers in the target market engage is limited decision making but that this marketer's brand is not part of their evoked set. which marketing strategy is appropriate for this company?
intercept strategy
if the target market engages in limited decision making and the brand is not part of their evoked set, the objective will be to
intercept the consumer during the search for information on the brands in the evoked set
nakeisha wants to purchase some new makeup 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
once a problem is recognized, relevant information from long-term memory is used to determine if a satisfactory solution if known, what the characteristics of potential solutions are, what are appropriate ways to compare solutions, and so forth, this is referred to as
internal search
marketing managers are interested in external information search because
it provides them with direct access to the consumer
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 woudl make a nice dessert for thankgiving, so she purchased the products that were conveniently located on the display. which type of decision making did wendy undertake
limited decision making
when a consumer notices a new product in a store because of the point or 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 occured
limited decision making
susan actually knows quite a bit about some product categories that she doesn't actively seek out information concerning and doesn't even own. whish of the following is the most likely means by which she obtained this information?
low-involvement learning
which information source is NOT actively acquired by consumers?
low-involvement learning
coca cola has a large brand loyal purchaser segment. which marketing strategy is appropriate for this brand
maintenance strategy
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?
maintenance strategy
which marketing strategies are appropriate for limited decision making
maintenance strategy and disrupt strategy
which marketing strategies are appropriate for nominal decision making?
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?
marketing sources
sales personnel, websites, and advertising represent which type of information source?
marketing sources
which of the following statements is FALSE regarding appropriate alternatives
marketing strategy that focuses only on creating awareness is adequate.
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
past searches, prior personal experiences, and prior low involvement learning are examples of which source of information?
memory
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 up some. which type of decision making has occured
nominal decision making
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 occurs
nominal decision making
barry is always searching information about twine. she read wine spectator every month, has several books related to wine, visits wine websites, and has visited several wine regions throughout the world. While he purchases wine frequently, he does not conduct this information seach for just that reason. he just enjoys learning about wine. for baryy, his search for information about wine is an
ongoing search
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________
ongoing search
friends, family, and others are examples of which source of information?
personal sources
kasi is seeking the advice of her parents in her decision on which collect to attend. which source of information is Kasi using?
personal sources
the segment of smartphone users who are mobile savvy and love their phone is known as
personals
the segment of smartphone users who are mobile professionals who manage home are work with their phone is known as
pragmatists
extended decision making with the brand in the evoked set required which marketing strategy?
preference strategy
which marketing strategies are appropriate for extended decision making
preference strategy and acceptance strategy
feature and quality variations across brands are referred to as
product differentiation
which of the following is NOT a subcategory of the awareness set
purchase set
which of the following is NOT a research finding regarding the internet as an information source
roughly 30 percent of american adults use a search engine to research a product/service before buying it online.
canon markets digital camerals and is aware that consumers serch for information concerning this product on the internet using one of the several search engines. to ensure that canon appears on the first page of results, this company pays the search enging to become a sponsored link when consumers search the key words "digital camera". this is an illustration of
search engine optimization
which of the following involves techniques designed to ensure that a company's web pages appear high on an internet search result list?
search engine optimization
which of the following statements is false regarding information search?
searching for information is free
amelia wanted to purchase a nice watch for her husband, but she was overhwhelmed 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
shopping bot
internet shopping services use _________ that do the shopping/searching for users
shopping bots
consumers' general approaches or patterns of external search are termed
shopping orientations
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 emails that she wants to recieve won't get through. This unsolicited email is known as
spam
unsolicited email that is a major concern and irritant is known as
spam
which of the following is probably the most important situational variable with respect to search behavior?
temporal perspective
evaluative criteria are
the characteristics required to meet your needs
the segment of smartphone users who are hyperconnected and strong influencers of others on social media is known as
tribals
consumers continually recognize problems and opportunities, so internal and external searches for information to solve these problems are ongoing processes
true
marketing strategy that focuses only on creating awareness may be inadequate
true
one reason a consumer does an ongoing search is because the process itself is pleasurable to him or her
true
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
primary sources of information available to consumers include marketing sources, independent sources, personal sources, experiential sources, and memory.
true
roughly 74 percent of US adults access local information via their mobile devices including local mobile apps
true
the five primary sources of information available to consumers are memory, personal sources, independent sources, marketing sources, and experiential sources
true
to which set do alternatives the consumer does not know about belong?
unawareness set
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
view-throughs
