Question 1

Which marketing strategy is appropriate if the brand is not part of the evoked set and the target market engages in nominal decision making?

Accepted Answer

A)  capture strategy 
B)  acceptance strategy 
C)  maintenance strategy 
D)  preference strategy 
E)  disrupt strategy 
A)  capture strategy 
B)  acceptance strategy 
C)  maintenance strategy 
D)  preference strategy 
E)  disrupt strategy E

Question 2

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 _____.

Accepted Answer

A)  PBE 
B)  spam 
C)  blog 
D)  junk mail 
E)  banner mail 
A)  PBE 
B)  spam 
C)  blog 
D)  junk mail 
E)  banner mail B

Question 3

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?

Accepted Answer

A)  market characteristics 
B)  product characteristics 
C)  consumer characteristics 
D)  situation characteristics 
E)  technological characteristics 
A)  market characteristics 
B)  product characteristics 
C)  consumer characteristics 
D)  situation characteristics 
E)  technological characteristics A

Question 4

Discuss the market characteristics that influence the expected benefits and perceived costs of search.

Accepted Answer

Market characteristics include the numbe

Question 5

All of the brands thought of as potential solutions are known as the consideration set.

Accepted Answer

A) True 
 B)False

Question 6

The second screen refers to

Accepted Answer

A)  watching streaming video on a mobile device. 
B)  surfing the Internet. 
C)  watching TV while interacting with another mobile device. 
D)  local mobile search. 
E)  all of the above. 
A)  watching streaming video on a mobile device. 
B)  surfing the Internet. 
C)  watching TV while interacting with another mobile device. 
D)  local mobile search. 
E)  all of the above.

Question 7

Feature and quality variations across brands are referred to as _____.

Accepted Answer

A)  product positioning 
B)  brand leverage 
C)  product differentiation 
D)  market segmentation 
E)  market characteristics 
A)  product positioning 
B)  brand leverage 
C)  product differentiation 
D)  market segmentation 
E)  market characteristics

Question 8

Which of the following statements is FALSE regarding information search?

Accepted Answer

A)  The amount of search depends on purchase involvement. 
B)  Searching for information is free. 
C)  Information search involves mental as well as physical activities that consumers must perform. 
D)  The initial search generally produces a set of guides or decision restraints. 
E)  Search has benefits such as finding a lower price or getter higher quality. 
A)  The amount of search depends on purchase involvement. 
B)  Searching for information is free. 
C)  Information search involves mental as well as physical activities that consumers must perform. 
D)  The initial search generally produces a set of guides or decision restraints. 
E)  Search has benefits such as finding a lower price or getter higher quality.

Question 9

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) _____.

Accepted Answer

A)  minimizer 
B)  shopping bot 
C)  search engine 
D)  personal data assistant 
E)  Internet organizer 
A)  minimizer 
B)  shopping bot 
C)  search engine 
D)  personal data assistant 
E)  Internet organizer

Question 10

Magazines, consumer groups, and government agencies represent which source of information?

Accepted Answer

A)  memory 
B)  personal sources 
C)  independent sources 
D)  marketing sources 
E)  experiential sources 
A)  memory 
B)  personal sources 
C)  independent sources 
D)  marketing sources 
E)  experiential sources

Question 11

For which type of decision making is external information search relatively important?

Accepted Answer

A)  automatic decision making 
B)  limited decision making 
C)  nominal decision making 
D)  extended decision making 
E)  truncated decision making 
A)  automatic decision making 
B)  limited decision making 
C)  nominal decision making 
D)  extended decision making 
E)  truncated decision making

Question 12

Which of the following is NOT a research finding regarding the Internet as an information source?

Accepted Answer

A)  Online information is expected. 
B)  Online information boosts offline sales. 
C)  Online sources are viewed as valuable. 
D)  Online sources reduce a salesperson's role. 
E)  Roughly 30 percent of American adults use a search engine to research a product/service before buying it online. 
A)  Online information is expected. 
B)  Online information boosts offline sales. 
C)  Online sources are viewed as valuable. 
D)  Online sources reduce a salesperson's role. 
E)  Roughly 30 percent of American adults use a search engine to research a product/service before buying it online.

Question 13

Which situation tends to increase perceived risk?

Accepted Answer

A)  financial cost 
B)  multiple item purchases 
C)  gift giving 
D)  B and C 
E)  all of the above 
A)  financial cost 
B)  multiple item purchases 
C)  gift giving 
D)  B and C 
E)  all of the above

Question 14

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?

Accepted Answer

A)  memory 
B)  personal sources 
C)  independent sources 
D)  marketing sources 
E)  experiential sources 
A)  memory 
B)  personal sources 
C)  independent sources 
D)  marketing sources 
E)  experiential sources

Question 15

Which of the following is probably the most important situational variable with respect to search behavior?

Accepted Answer

A)  temporal perspective 
B)  task definition 
C)  physical surroundings 
D)  antecedent state 
E)  social surrounding 
A)  temporal perspective 
B)  task definition 
C)  physical surroundings 
D)  antecedent state 
E)  social surrounding

Question 16

Which of the following is NOT a subcategory of the awareness set?

Accepted Answer

A)  evoked set 
B)  purchase set 
C)  inert set 
D)  inept set 
E)  All of the above are subcategories of the awareness set. 
A)  evoked set 
B)  purchase set 
C)  inert set 
D)  inept set 
E)  All of the above are subcategories of the awareness set.

Question 17

Which marketing strategies are appropriate for nominal decision making?

Accepted Answer

A)  maintenance strategy and disrupt strategy 
B)  capture strategy and intercept strategy 
C)  preference strategy and acceptance strategy 
D)  maintenance strategy and intercept strategy 
E)  capture strategy and acceptance strategy 
A)  maintenance strategy and disrupt strategy 
B)  capture strategy and intercept strategy 
C)  preference strategy and acceptance strategy 
D)  maintenance strategy and intercept strategy 
E)  capture strategy and acceptance strategy

Question 18

Consumers' general approaches or patterns of external search are termed _____.

Accepted Answer

A)  social status 
B)  shopping orientations 
C)  involvement 
D)  motives 
E)  differentials 
A)  social status 
B)  shopping orientations 
C)  involvement 
D)  motives 
E)  differentials

Question 19

Which marketing strategy is appropriate if the brand is not part of consumers' evoked sets?

Accepted Answer

A)  disrupt strategy 
B)  maintenance strategy 
C)  capture strategy 
D)  preference strategy 
E)  all of the above 
A)  disrupt strategy 
B)  maintenance strategy 
C)  capture strategy 
D)  preference strategy 
E)  all of the above

Question 20

Which of the following is NOT a major issue marketers must deal with concerning the Internet's role in information search and decision making?

Accepted Answer

A)  How can they get more consumers to use the Internet instead of seeking information from salespeople? 
B)  How can they drive their information to consumers? 
C)  How can they drive consumers to their information? 
D)  How (if at all) can online selling be utilized or integrated with existing channels? 
E)  All of the above are major issues marketers must deal with. 
A)  How can they get more consumers to use the Internet instead of seeking information from salespeople? 
B)  How can they drive their information to consumers? 
C)  How can they drive consumers to their information? 
D)  How (if at all) can online selling be utilized or integrated with existing channels? 
E)  All of the above are major issues marketers must deal with.

Which marketing strategy is appropriate if the brand is not part of the evoked set and the target market engages in nominal decision making?

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 _____.

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?

Discuss the market characteristics that influence the expected benefits and perceived costs of search.

All of the brands thought of as potential solutions are known as the consideration set.

The second screen refers to

Feature and quality variations across brands are referred to as _____.

Which of the following statements is FALSE regarding information search?

Magazines, consumer groups, and government agencies represent which source of information?

For which type of decision making is external information search relatively important?

Which of the following is NOT a research finding regarding the Internet as an information source?

Which situation tends to increase perceived risk?

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?

Which of the following is probably the most important situational variable with respect to search behavior?

Which of the following is NOT a subcategory of the awareness set?

Which marketing strategies are appropriate for nominal decision making?

Consumers' general approaches or patterns of external search are termed _____.

Which marketing strategy is appropriate if the brand is not part of consumers' evoked sets?

Which of the following is NOT a major issue marketers must deal with concerning the Internet's role in information search and decision making?

Introduction

Cross-Cultural Variations in Consumer Behavior

The Changing American Society: Values

The Changing American Society: Demographics and Social Stratification

The Changing American Society: Subcultures

The American Society: Family and Households

Group Influence on Consumer Behavior

Perception

Learning, Memory, and Product Positioning

Motivation, Personality, and Emotion

Attitudes and Influencing Attitudes

Self-Concept and Lifestyle

Situational Influences

Consumer Decision Process and Problem Recognition

Alternative Evaluation and Selection

Outlet Selection and Purchase

Post-Purchase Processes, Customer Satisfaction, and Customer Commitment

Organizational and Buyer Behavior

Marketing Regulation and Consumer Behavior

Filters

Exam 15: Information Search

Which marketing strategy is appropriate if the brand is not part of the evoked set and the target market engages in nominal decision making?

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 _____.

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?

Discuss the market characteristics that influence the expected benefits and perceived costs of search.

All of the brands thought of as potential solutions are known as the consideration set.

The second screen refers to

Feature and quality variations across brands are referred to as _____.

Which of the following statements is FALSE regarding information search?

Magazines, consumer groups, and government agencies represent which source of information?

For which type of decision making is external information search relatively important?

Which of the following is NOT a research finding regarding the Internet as an information source?

Which situation tends to increase perceived risk?

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?

Which of the following is probably the most important situational variable with respect to search behavior?

Which of the following is NOT a subcategory of the awareness set?

Which marketing strategies are appropriate for nominal decision making?

Consumers' general approaches or patterns of external search are termed _____.

Which marketing strategy is appropriate if the brand is not part of consumers' evoked sets?

Which of the following is NOT a major issue marketers must deal with concerning the Internet's role in information search and decision making?

Introduction

Cross-Cultural Variations in Consumer Behavior

The Changing American Society: Values

The Changing American Society: Demographics and Social Stratification

The Changing American Society: Subcultures

The American Society: Family and Households

Group Influence on Consumer Behavior

Perception

Learning, Memory, and Product Positioning

Motivation, Personality, and Emotion

Attitudes and Influencing Attitudes

Self-Concept and Lifestyle

Situational Influences

Consumer Decision Process and Problem Recognition

Alternative Evaluation and Selection

Outlet Selection and Purchase

Post-Purchase Processes, Customer Satisfaction, and Customer Commitment

Organizational and Buyer Behavior

Marketing Regulation and Consumer Behavior

Filters