MAR 4503 (CH. 15)
The segment of mobile phone users who are older and not into mobility or technology is known as _____. Mobirati Mobile Professionals Social Connectors Pragmatic Adopters Basic Planners
Basic Planners
A major motivator of online search is to find warranty information. True False
False
Search engine optimization involves tracking consumer click patterns on a website and using that information to decide on banner ad placement. True False
False
The awareness set has generally been found to be smaller than the evoked set. True False
False
Which of the following statements is FALSE regarding appropriate alternatives? 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.
Marketing strategy that focuses only on creating awareness is adequate.
Which of the following statements is FALSE regarding information search? 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.
Searching for information is free.
Banner ads are one way to drive a firm's information to consumers. True False
True
Marketing strategy that focuses only on creating awareness may be inadequate. True False
True
One reason a consumer does an ongoing search is because the process itself is pleasurable to him or her. True False
True
Searches for information from a mobile device pertaining to the current (or future planned) geographic location of a consumer are known as local mobile search. True False
True
All of the brands that a consumer thinks of as potential solutions are known as the _____. awareness set evaluative criteria alternative set preferred set consideration set
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 _____. awareness set evaluative criteria alternative set preferred set consideration set
awareness set
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 _____. market segmentation search engine optimization spam blogging behavioral targeting
behavioral targeting
Which marketing strategy is appropriate if the brand is not part of consumers' evoked sets? disrupt strategy maintenance strategy capture strategy preference strategy all of the above
disrupt strategy
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 _____. evoked set evoked criteria consideration criteria evaluative criteria evaluative set
evaluative criteria
The desired features or characteristics required to meet a consumer's needs are his or her _____. evoked set evoked criteria consideration criteria evaluative criteria evaluative set
evaluative criteria
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? automatic decision making limited decision making nominal decision making extended decision making truncated decision making
extended decision making
For which type of decision making is external information search relatively important? automatic decision making limited decision making nominal decision making extended decision making truncated decision making
extended decision making
Which demographic factor has the least influence on U.S. adult Internet usage? gender ethnicity age income education
gender
Research has shown that most of the online search leading up to a purchase was _____. brand only generic brand-item retail price-related
generic
Brands that are found completely unworthy of further consideration are members of the _____. evoked set inept set excluded set inert set discarded set
inept set
Brands for which a consumer is aware but basically indifferent toward compose his or her _____. evoked set consideration set inept set excluded set inert set
inert set
If a brand is included in a consumer's evoked set, which marketing strategy is NOT appropriate? maintenance strategy intercept strategy capture strategy preference strategy all of the above are appropriate
intercept strategy
Nakeisha wants to purchase some new make-up, 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 external search primary search secondary search evoked search
internal search
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? automatic decision making limited decision making nominal decision making extended decision making truncated decision making
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. automatic decision making limited decision making nominal decision making extended decision making truncated decision making
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. Which of the following is the most likely means by which she obtained this information? past searches personal experience low-involvement learning experiential sources high-involvement learning
low-involvement learning
Sales personnel, websites, and advertising represent which type of information source? memory personal sources independent sources marketing sources experiential sources
marketing sources
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? memory personal sources independent sources marketing sources experiential sources
marketing sources
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 personal sources independent sources marketing sources experiential sources
memory
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 _____. internal search ongoing search eternal search continuous search perpetual search
ongoing search
Kasi is seeking the advice of her parents in her decision on which college to attend. Which source of information is Kasi using? memory personal sources independent sources marketing sources experiential sources
personal sources
Which marketing strategies are appropriate for extended decision making? 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
preference strategy and acceptance strategy
Feature and quality variations across brands are referred to as _____. product positioning brand leverage product differentiation market segmentation market characteristics
product differentiation
Which of the following is NOT a subcategory of the awareness set? evoked set purchase set inert set inept set all of the above are subcategories of the awareness set
purchase set
Which of the following involves techniques designed to ensure that a company's Web pages appear high on an Internet search result list? market segmentation search engine optimization spam blogging behavioral targeting
search engine optimization
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 _____. PBE spam blog junk mail banner mail
spam
Which of the following is probably the most important situational variable with respect to search behavior? temporal perspective task definition physical surroundings antecedent state social surrounding
temporal perspective
To which set do alternatives the consumer does not know about belong? inert set inept set unawareness set unknown set evoked set
unawareness set
