MARK CH. 15
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 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)
ongoing search.
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) internal search. ongoing search. eternal search. continuous search. perpetual search.
behavioral targeting.
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.
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?
finding information.
Research shows that the most important search-related use of the Internet is
search engine optimization.
Canon 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 Canon 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
maintenance strategy
Coca-Cola has a large brand-loyal purchaser segment. Which marketing strategy is appropriate for this brand? capture strategy acceptance strategy maintenance strategy preference strategy disrupt strategy
general product-related terms
Consumers conducting a generic search in an Internet search engine use which type of terms?
shopping orientations.
Consumers' general approaches or patterns of external search are termed
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
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? 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? capture strategy preference strategy intercept strategy maintenance strategy disrupt strategy
product differentiation.
Feature and quality variations across brands are referred to as
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 personal sources independent sources marketing sources experiential sources
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?
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
experiential sources
Lane is test driving several models of automobiles to help him decide which one to purchase. Which source of information does this represent?
internal search
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
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 Apple websites and has consulted Consumer Reports. Nathan is conducting which type of information search?
generic
Research has shown that most of the online search leading up to a purchase was
unawareness set
To which set do alternatives the consumer does not know about belong?
limited decision making
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?
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?
The appropriate evaluative criteria for the solution of a problem, the existence of various alternative solutions, and the performance level or characteristic of each alternative solution on each evaluative criterion.
A consumer decision requires information on which of the following? -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. -The appropriate evaluative criteria for the solution of a problem and the existence of various alternative solutions. -The appropriate evaluative criteria for the solution of a problem, the existence of various alternative solutions, and the performance level or characteristic of each alternative solution on each evaluative criterion.
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 evoked set. evoked criteria. consideration criteria. evaluative criteria. evaluative set.
personal sources
Friends, family, and others are examples of which source of information? memory personal sources independent sources marketing sources experiential sources
more reliance on information from personal sources and greater reliance on personal experience.
Higher perceived risk is associated with
intercept strategy
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 these choices are appropriate.
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.
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? capture strategy acceptance strategy maintenance strategy preference strategy intercept 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?
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?
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? past searches personal experience low-involvement learning experiential sources high-involvement learning
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? -market characteristics -product characteristics -consumer characteristics situation characteristics technological characteristics
click-through rate.
The percentage who click through a banner ad to the corporate website is known as response rate. turnover rate. click-through rate. rating. hits.
watching TV while interacting with another mobile device
The second screen refers to -watching streaming video on a mobile device -surfing the Internet -watching TV while interacting with another mobile device -local mobile search -All of these choices are correct.
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
age, income, education
Which demographic factors still have the most influence on U.S. adult Internet usage? -gender, ethnicity, age -age, income, education -age, ethnicity, gender -income, gender, generations -education, generations, gender
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? -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?
disrupt strategy
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 these choices are correct.
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? -How can they get more consumers to use the Internet instead of seeking information from salespeople? -How can they drive their information to consumers? -How can they drive consumers to their information? -How (if at all) can online selling be utilized or integrated with existing channels? -All of these choices are major issues marketers must deal with.
Roughly 30% 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?
evaluation set
Which of the following is not a subcategory of the awareness set? evoked set evaluation set inert set inept set All of these choices are subcategories of the awareness set.
temporal perspective
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
Marketing strategy that focuses only on creating awareness is adequate.
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.
Searching for information is free.
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
