Consumer behavior chp 15(exam 2)
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 _____.
independent sources
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?
memory
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?
external search
Which type of search can involve independent sources, personal sources, marketer-based information, and product experience?
Behavioral targeting
_____ involves tracking consumer click patterns on a Web site and using that information to decide on banner ad placement.
maintenance strategy and disrupt strategy
Which marketing strategies are appropriate for nominal decision making?
marketing sources
Which source of information includes inspection or product trial?
True
A recent study found that a low level of calibration frequently occurs to the detriment of consumers and firms in the areas of memory of facts and events, belief polarization and validity, and personal forecasts.
awareness set
All of the brands that a consumer thinks of as potential solutions are known as the _____.
False
All of the brands thought of as potential solutions are known as the consideration set.
shopping bot
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 Web site 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) _____.
True
Banner ads are one way to drive a firm's information to consumers.
ongoing search
Barry is always searching information about wine. He reads Wine Spectator every month, has several books related to wine, visits wine-related Web sites 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) _____.
behavioral targeting
Ben is interested in golf, so he visits several golf-related Web sites, 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 _____.
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?
inert set
Brands for which a consumer is aware but basically indifferent toward compose his or her _____.
inept set
Brands that are found completely unworthy of further consideration are members of the _____.
general product-related terms
Consumers conducting a generic search in an Internet search engine use which type of terms?
True
Consumers continually recognize problems and opportunities, so internal and external searches for information to solve these problems are ongoing processes.
shopping orientations
Consumers' general approaches or patterns of external search are termed _____.
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 _____.
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 _____.
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?
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?
preference strategy
Extended decision making with the brand in the evoked set requires which marketing strategy?
product differentiation
Feature and quality variations across brands are referred to as _____.
extended decision making
For which type of decision making is external information search relatively important?
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 _____.
personal sources
Friends, family, and others are examples of which source of information?
intercept the consumer during the search for information on the brands in the evoked set
If the target market engages in limited decision making and the brand is not part of their evoked set, the objective will be to _____.
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.
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 _____.
personal sources
Kasi is seeking the advice of her parents in her decision on which college to attend. Which source of information is Kasi using?
independent sources
Magazines, consumer groups, and government agencies represent which source of information?
True
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
Marketing strategy that focuses only on creating awareness may be inadequate.
False
Most purchases are the result of extended decision making and therefore involve considerable external search prior to purchase.
external search
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 IBM Web sites and has consulted Consumer Reports. Nathan is conducting which type of information 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 are appropriate ways to compare solutions, and so forth. This is referred to as _____.
intercept strategy
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?
True
One reason a consumer does an ongoing search is because the process itself is pleasurable to him or her.
True
Online services use bots, which are software "robots" that do the shopping/searching for users, and are therefore often referred to as shopping bots.
memory
Past searches, prior personal experiences, and prior low-involvement learning are examples of which source of information?
generic
Research has shown that most of the online search leading up to a purchase was _____.
False
Research has shown that the Internet is used equally by all segments of the adult U.S. population.
using e-mail
Research shows that the most common use of the Internet is _____.
marketing sources
Sales personnel, Web sites, and advertising represent which type of information source?
False
Search engine optimization involves tracking consumer click patterns on a Web site and using that information to decide on banner ad placement.
bots
Services that aid consumers in their search and decision making on the Internet are known as _____.
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?
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 comprise the excluded set.
evoked set
The brands or products one will evaluate for the solution of a particular consumer problem are called the _____.
evaluative criteria
The desired features or characteristics required to meet a consumer's needs are his or her _____.
consideration set
The evoked set is also called the _____.
True
The five primary sources of information available to consumers are memory, personal sources, independent sources, marketing sources, and experiential sources.
False
The maintenance marketing strategy is appropriate if consumers use extended decision making and the brand is in the evoked set.
True
The perceived risk associated with unsatisfactory product performance increases information search prior to purchase.
clickthrough rate
The percentage who clicks through a banner ad to the corporate Web site is known as _____.
evoked set
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 _____.
unawareness set
To which set do alternatives the consumer does not know about belong?
spam
Unsolicited e-mail that is a major concern and irritant and is known as _____.
limited decision making
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.
Household income of $75,000+
Which demographic characteristic describes the greatest percentage of U.S. adult Internet users?
low-involvement learning
Which information source is NOT actively acquired by consumers?
preference strategy and acceptance strategy
Which marketing strategies are appropriate for extended decision making?
capture strategy and intercept strategy
Which marketing strategies are appropriate for limited decision making?
disrupt strategy
Which marketing strategy is appropriate if the brand is not part of consumers' evoked sets and the target market engages in nominal decision making?
acceptance strategy
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?
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?
all of the above
Which of the following factors influences the expected benefits and perceived costs of search?
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?
How can they get more consumers to use the Internet instead of seeking information from salespeople?
Which of the following is NOT a major issue marketers must deal with concerning the Internet's role in information search and decision making?
Over 90% of Americans use the Internet to research a product/service before buying it.
Which of the following is NOT a research finding regarding the Internet as an information source?
purchase set
Which of the following is NOT a subcategory of the awareness set?
temporal perspective
Which of the following is probably the most important situational variable with respect to search behavior?
Marketing strategy that focuses only on creating awareness is adequate.
Which of the following statements is FALSE regarding appropriate alternatives?
Searching for information is free.
Which of the following statements is FALSE regarding information search?
