exam3 chp15

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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


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