Chapter 15, MKGT Test 3

finding information

Research shows that the most important search-related use of the Internet is _____. Question options: finding information getting news buying a product using e-mail checking the weather

A,B, and C

A consumer decision requires information on which of the following? Question options: the appropriate evaluative criteria for the solution of a problem the existence of various alternative solutions the performance level or characteristic of each alternative solution on each evaluative criterion A and B A, B, and C

all of the above

According to the media consulting group, SmartReply, the best text message programs involve which of the following? Question options: build an "opt-in" database develop the text message "ad" roll out the campaign include a hook as to why they are being contacted, call to action, and an "opt-out" all of the above

generic

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? Question options: brand only generic brand-item retail price-related

inert set

Brands for which a consumer is aware but basically indifferent toward compose his or her _____. Question options: evoked set consideration set inept set excluded set inert set

shopping orientations

Consumers' general approaches or patterns of external search are termed _____. Question options: social status shopping orientations involvement motives differentials

inept 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 been dissatisfied. For Darcy, this furniture retailer is included in her _____. Question options: evoked set consideration set inept set excluded set inert set

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 _____. Question options: internal search ongoing search eternal search continuous search perpetual search

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 toward them. These two brands represent Elaine's _____. Question options: evoked set consideration set inept set excluded set inert set

extended decision making

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? Question options: automatic decision making limited decision making nominal decision making extended decision making truncated decision making

nominal decision making

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? Question options: automatic decision making limited decision making nominal decision making extended decision making truncated decision making

consumer characteristics

Experience, familiarity, social status, shopping orientation, and product involvement are examples of which factor that influences the expected benefits and perceived costs of search? Question options: market characteristics product characteristics consumer characteristics situation characteristics personality traits

preference strategy

Extended decision making with the brand in the evoked set requires which marketing strategy? Question options: capture strategy preference strategy intercept strategy maintenance strategy strategy

product differentation

Feature and quality variations across brands are referred to as _____. Question options: product positioning brand leverage product differentiation market segmentation market characteristics

extended decision making

For which type of decision making is external information search relatively important? Question options: automatic decision making limited decision making nominal decision making extended decision making truncated decision making

evaluative criteria

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 _____. Question options: evoked set evoked criteria consideration criteria evaluative criteria evaluative set

B and C

Higher perceived risk is associated with _____. Question options: decreased search prior to purchase more reliance on information from personal sources greater reliance on personal experience B and C A and C

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 occurred. Question options: automatic decision making limited decision making nominal decision making extended decision making truncated decision making

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 them represent their _____. Question options: awareness set evaluative criteria alternative set preferred set consideration set

search engine optimization

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 _____. Question options: market segmentation search engine optimization spam blogging behavioral targeting

experimental sources

Lane is test driving several models of automobiles to help him decide which one to purchase. Which source of information does this represent? Question options: memory personal sources independent sources marketing sources experiential sources

internal search

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? Question options: internal search external search primary search secondary search evoked search

internal search

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 _____. Question options: internal search external search primary search ongoing search evoked search

generic

Research has shown that most of the online search leading up to a purchase was _____. Question options: brand only generic brand-item retail price-related

marketing sources

Sales personnel, websites, and advertising represent which type of information source? Question options: memory personal sources independent sources marketing sources experiential sources

marketing sources

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? Question options: memory personal sources independent sources marketing sources experiential sources

low involvement learning

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? Question options: past searches personal experience low-involvement learning experiential sources high-involvement learning

evoked set

The brands or products one will evaluate for the solution of a particular consumer problem are called the _____. Question options: evoked set evaluative criteria alternative set preferred set awareness set

evaluative criteria

The desired features or characteristics required to meet a consumer's needs are his or her _____. Question options: evoked set evoked criteria consideration criteria evaluative criteria evaluative set

market characteristics

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? Question options: market characteristics product characteristics consumer characteristics situation characteristics technological characteristics

basic planners

The segment of mobile phone users who are older and not into mobility or technology is known as _____. Question options: Mobirati Mobile Professionals Social Connectors Pragmatic Adopters Basic Planners

click through rate

The term used for percentage of people who click through a banner ad to the corporate website is known as the _____. Question options: response rate turnover rate click-through rate rating hits

spam

Unsolicited e-mail that is a major concern and irritant is known as _____. Question options: PBE spam blog junk mail banner mail

age, income, education

Which demographic factors still have the most influence on U.S. adult Internet usage? Question options: gender, ethnicity, age age, income, education age, ethnicity, gender income, gender, generations education, generations, gender

capture strategy and intercept strategies

Which marketing strategies are appropriate for limited decision making? Question options: maintenance strategy and disrupt strategy capture strategy and intercept strategy preference strategy and acceptance strategy maintenance strategy and intercept strategy capture strategy and acceptance strategy

maintenance strategy and disrupt strategy

Which marketing strategies are appropriate for nominal decision making? Question options: maintenance strategy and disrupt strategy capture strategy and intercept strategy preference strategy and acceptance strategy maintenance strategy and intercept strategy capture strategy and acceptance strategy

disrupt strategy

Which marketing strategy is appropriate if the brand is not part of the evoked set and the target market engages in nominal decision making? Question options: capture strategy acceptance strategy maintenance strategy preference strategy disrupt strategy

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? Question options: capture strategy acceptance strategy maintenance strategy preference strategy disrupt strategy

all of the above

Which of the following factors influences the expected benefits and perceived costs of search? Question options: market characteristics product characteristics consumer characteristics situation characteristics all of the above

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? Question options: market segmentation search engine optimization spam blogging behavioral targeting

Roughly 30 percent of American adults use a search engine to research a product/service before buying it online.

Which of the following is NOT a research finding regarding the Internet as an information source? Question options: Online information is expected. Online information boosts offline sales. Online sources are viewed as valuable. Online sources reduce a salesperson's role. Roughly 30 percent of American adults use a search engine to research a product/service before buying it online.

purchase set

Which of the following is NOT a subcategory of the awareness set? Question options: evoked set purchase set inert set inept set All of the above are subcategories of the awareness set.

all of the above

Which of the following is TRUE regarding the Internet as a source of information? Question options: Online information is expected. Online information boosts offline sales. Online sources are viewed as valuable. Online sources reduce a salesperson's role. All of the above are true.

all of the above

Which of the following is a primary source of information available to consumers? Question options: memory personal sources independent sources marketing sources all of the above

temporal perspective

Which of the following is probably the most important situational variable with respect to search behavior? Question options: temporal perspective task definition physical surroundings antecedent state social surrounding

Marketing strategy that focuses only on creating awareness is adequate

Which of the following statements is FALSE regarding appropriate alternatives? Question options: An evoked set is those brands or products one will evaluate for the solution of a particular consumer problem. The brand found completely unworthy of further consideration is a member of the inept set. Marketing strategy that focuses only on creating awareness is adequate. Brands for which a consumer is aware of but basically indifferent toward compose that consumer's inert set. Alternatives the consumer does not know about compose the unawareness set.

Searching for information is free

Which of the following statements is FALSE regarding information search? Question options: The amount of search depends on purchase involvement. Searching for information is free. Information search involves mental as well as physical activities that consumers must perform. The initial search generally produces a set of guides or decision restraints. Search has benefits such as finding a lower price or getter higher quality.

B and C

Which situation tends to increase perceived risk? Question options: financial cost multiple item purchases gift giving B and C all of the above

experiental sources

Which source of information includes inspection or product trial? Question options: memory personal sources independent sources marketing sources experiential sources

Behavioral targeting

_____ involves tracking consumer click patterns on a website and using that information to decide on banner ad placement. Question options: Click-through targeting Search engine optimization Bot software Behavioral targeting Spam