chapter 15
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?
60. The segment of mobile phone users who are younger, grew up with cell phones, and find a cell phone central to life is known as _____.
A. Mobirati
18. All of the brands that a consumer thinks of as potential solutions are known as the _____.
A. awareness set
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
50. Services that aid consumers in their search and decision making on the Internet are known as _____.
A. bots
76. Which marketing strategy is appropriate if the brand is not part of consumers' evoked sets?
A. disrupt strategy
21. The brands or products one will evaluate for the solution of a particular consumer problem are called the _____.
A. evoked set
22. Thomas is aware of several different brands of electric shavers, but he is only seriously considering three different brands. These three brands that Thomas is evaluating represent his _____.
A. evoked set
43. Research shows that the most important search-related use of the Internet is _____.
A. finding information
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 the appropriate ways to compare solutions are, and so forth. This is referred to as _____.
A. internal search
4. Nakeisha wants to purchase some new makeup, but she wants something different from what she is currently using. Because 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
72. Which marketing strategies are appropriate for nominal decision making?
A. maintenance strategy and disrupt strategy
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
31. Past searches, prior personal experiences, and prior low-involvement learning are examples of which source of information?
A. memory
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
71. Which of the following is probably the most important situational variable with respect to search behavior?
A. temporal perspective
2. Which of the following statements is FALSE regarding information search?
B. Searching for information is free.
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?
B. acceptance strategy
44. Which demographic factors still have the most influence on U.S. adult Internet usage?
B. age, income, education
73. Which marketing strategies are appropriate for limited decision making?
B. capture strategy and intercept strategy
5. Which type of search can involve independent sources, personal sources, marketer-based information, and product experience?
B. external search
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?
B. external search
47. Research has shown that most of the online search leading up to a purchase was _____.
B. generic
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?
B. generic
24. Brands that are found completely unworthy of further consideration are members of the _____.
B. inept set
75. If a brand is included in a consumer's evoked set, which marketing strategy is NOT appropriate?
B. intercept strategy
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?
B. limited decision making
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.
B. limited decision making
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 _____.
B. ongoing search
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) _____.
B. ongoing search
33. Friends, family, and others are examples of which source of information?
B. personal sources
34. Kasi is seeking the advice of her parents in her decision on which college to attend. Which source of information is Kasi using?
B. personal sources
82. Extended decision making with the brand in the evoked set requires which marketing strategy?
B. preference strategy
20. Which of the following is NOT a subcategory of the awareness set?
B. purchase set
58. Which of the following involves techniques designed to ensure that a company's Web pages appear high on an Internet search result list?
B. search engine optimization
59. Kodak 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 Kodak 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 _____.
B. search engine optimization
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) _____.
B. shopping bot
68. Consumers' general approaches or patterns of external search are termed _____.
B. shopping orientations
53. Unsolicited e-mail that is a major concern and irritant is known as _____.
B. spam
54. Lisa has to check her e-mail 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 e-mail is known as _____.
B. spam
29. Which of the following statements is FALSE regarding appropriate alternatives?
C. Marketing strategy that focuses only on creating awareness is adequate.
61. The segment of mobile phone users who are younger, feel communication is key, and that a mobile device helps them connect socially is known as _____.
C. Social Connectors
55. The term used for percentage of people who click through a banner ad to the corporate website is known as the _____.
C. click-through rate
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?
C. consumer characteristics
48. Consumers conducting a generic search in an Internet search engine use which type of terms?
C. general product-related terms
35. Magazines, consumer groups, and government agencies represent which source of information?
C. independent sources
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?
C. independent sources
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 _____.
C. inept set
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 _____.
C. intercept the consumer during the search for information on the brands in the evoked set
41. Which information source is NOT actively acquired by consumers?
C. low-involvement learning
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?
C. low-involvement learning
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?
C. maintenance strategy
78. Coca-Cola has a large brand-loyal purchaser segment. Which marketing strategy is appropriate for this brand?
C. maintenance strategy
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.
C. nominal decision making
8. Every winter, Laurie's skin becomes very dry and results in painful cracks in the 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?
C. nominal decision making
74. Which marketing strategies are appropriate for extended decision making?
C. preference strategy and acceptance strategy
66. Feature and quality variations across brands are referred to as _____.
C. product differentiation
28. To which set do alternatives the consumer does not know about belong?
C. unawareness set
1. (p. 511) The second screen refers to
C. watching TV while interacting with another mobile device.
56. _____ involves tracking consumer click patterns on a website and using that information to decide on banner ad placement.
D. Behavioral targeting
16. The desired features or characteristics required to meet a consumer's needs are his or her _____.
D. 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 _____.
D. evaluative criteria
11. For which type of decision making is external information search relatively important?
D. extended decision making
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?
D. extended decision making
37. Sales personnel, websites, and advertising represent which type of information source?
D. marketing sources
38. Stephanie and her husband are considering the purchase of a 52-inch plasma television. They have visited several manufacturers' websites, looked at the ads in the Sunday newspaper, and have spoken with salespeople at several electronics stores. Which source of information are they using?
D. marketing sources
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 the above Each of these sources has an offline, online, and mobile component.
E.
62. The segment of mobile phone users who are older and not into mobility or technology is known as _____.
E. Basic Planners
45. Which of the following is NOT a research finding regarding the Internet as an information source?
E. Roughly 30 percent of American adults use a search engine to research a product/service before buying it online. A majority of adult consumers in the U.S. search for information on the Internet prior to a purchase.
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 _____.
E. behavioral targeting
23. The evoked set is also called the _____.
E. consideration set The evoked set is also called the consideration set.
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?
E. disrupt strategy
39. Which source of information includes inspection or product trial?
E. experiential sources Experiential sources of information include inspection or product trial.
40. Lane is test driving several models of automobiles to help him decide which one to purchase. Which source of information does this represent?
E. experiential sources Experiential sources of information include inspection or product trial.
26. Brands for which a consumer is aware but basically indifferent toward compose his or her _____.
E. inert set These brands might be acceptable by consumers if their favorite alternative is not available.
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?
E. intercept strategy
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. B and C E. A and C
d
70. Which situation tends to increase perceived risk? A. financial cost B. multiple item purchases C. gift giving D. B and C E. all of the above
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. A and B E. A, B, and C Information search seeks information on appropriate evaluative criteria, the existence of alternatives, and characteristics of each alternative.
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 _____.
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 the above are true. The Internet is a major and often preferred avenue through which consumers search for information.
e
63. According to the media consulting group, SmartReply, 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 the above
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 the above
e
