Question 1

If the target market engages in limited decision making and the brand is not part of their evoked set, the objective will be to _____.

Accepted Answer

A)  disrupt the existing decision patterns 
B)  capture as large a share of the purchases as practical 
C)  intercept the consumer during the search for information on the brands in the evoked set 
D)  develop a strong position on those attributes important to the target market 
E)  defend against the disruptive tactics of competitors 
A)  disrupt the existing decision patterns 
B)  capture as large a share of the purchases as practical 
C)  intercept the consumer during the search for information on the brands in the evoked set 
D)  develop a strong position on those attributes important to the target market 
E)  defend against the disruptive tactics of competitors

Question 2

A major motivator of online search is to find warranty information.

Accepted Answer

A) True 
 B)False

Question 3

Every winter, Laurie's skin becomes very dry and results in painful cracks in the 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 some up. Which type of decision making has occurred?

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 4

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 _____.

Accepted Answer

A)  awareness set 
B)  evaluative criteria 
C)  alternative set 
D)  preferred set 
E)  consideration set 
A)  awareness set 
B)  evaluative criteria 
C)  alternative set 
D)  preferred set 
E)  consideration set

Question 5

Friends, family, and others are examples of 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 6

_____ involves tracking consumer click patterns on a website and using that information to decide on banner ad placement.

Accepted Answer

A)  Click-through targeting 
B)  Search engine optimization 
C)  Bot software 
D)  Behavioral targeting 
E)  Spam 
A)  Click-through targeting 
B)  Search engine optimization 
C)  Bot software 
D)  Behavioral targeting 
E)  Spam

Question 7

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 _____.

Accepted Answer

A)  evoked set 
B)  evoked criteria 
C)  consideration criteria 
D)  evaluative criteria 
E)  evaluative set 
A)  evoked set 
B)  evoked criteria 
C)  consideration criteria 
D)  evaluative criteria 
E)  evaluative set

Question 8

The long-term total influence of advertising and other marketer-provided information on consumer decision making and sales is nominal.

Accepted Answer

A) True 
 B)False

Question 9

According to the media consulting group, SmartReply, the best text message programs involve which of the following?

Accepted Answer

A)  build an "opt-in" database 
B)  develop the text message "ad" 
C)  roll out the campaign 
D)  include a hook as to why they are being contacted, call to action, and an "opt-out" 
E)  all of the above 
A)  build an "opt-in" database 
B)  develop the text message "ad" 
C)  roll out the campaign 
D)  include a hook as to why they are being contacted, call to action, and an "opt-out" 
E)  all of the above

Question 10

Marketing strategy that focuses only on creating awareness may be inadequate.

Accepted Answer

A) True 
 B)False

Question 11

The maintenance marketing strategy is appropriate if consumers use extended decision making and the brand is in the evoked set.

Accepted Answer

A) True 
 B)False

Question 12

Higher perceived risk is associated with _____.

Accepted Answer

A)  decreased search prior to purchase 
B)  more reliance on information from personal sources 
C)  greater reliance on personal experience 
D)  B and C 
E)  A and C 
A)  decreased search prior to purchase 
B)  more reliance on information from personal sources 
C)  greater reliance on personal experience 
D)  B and C 
E)  A and C

Question 13

Online services use bots, which are software "robots" that do the shopping/searching for users, and are therefore often referred to as shopping bots.

Accepted Answer

A) True 
 B)False

Question 14

Coca-Cola has a large brand-loyal purchaser segment. Which marketing strategy is appropriate for this brand?

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

Question 15

Search engine optimization involves tracking consumer click patterns on a website and using that information to decide on banner ad placement.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following factors influences the expected benefits and perceived costs of search?

Accepted Answer

A)  market characteristics 
B)  product characteristics 
C)  consumer characteristics 
D)  situation characteristics 
E)  all of the above 
A)  market characteristics 
B)  product characteristics 
C)  consumer characteristics 
D)  situation characteristics 
E)  all of the above

Question 17

Which marketing strategies are appropriate for extended 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

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?

Accepted Answer

A)  brand only 
B)  generic 
C)  brand-item 
D)  retail 
E)  price-related 
A)  brand only 
B)  generic 
C)  brand-item 
D)  retail 
E)  price-related

Question 19

Which information source is NOT actively acquired by consumers?

Accepted Answer

A)  past searches 
B)  personal experience 
C)  low-involvement learning 
D)  independent groups 
E)  marketer information 
A)  past searches 
B)  personal experience 
C)  low-involvement learning 
D)  independent groups 
E)  marketer information

Question 20

A consumer decision requires information on which of the following?

Accepted Answer

A)  the appropriate evaluative criteria for the solution of a problem 
B)  the existence of various alternative solutions 
C)  the performance level or characteristic of each alternative solution on each evaluative criterion 
D)  A and B 
E)  A, B, and C 
A)  the appropriate evaluative criteria for the solution of a problem 
B)  the existence of various alternative solutions 
C)  the performance level or characteristic of each alternative solution on each evaluative criterion 
D)  A and B 
E)  A, B, and C

If the target market engages in limited decision making and the brand is not part of their evoked set, the objective will be to _____.

A major motivator of online search is to find warranty information.

Every winter, Laurie's skin becomes very dry and results in painful cracks in the 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 some up. Which type of decision making has occurred?

Friends, family, and others are examples of which source of information?

_____ involves tracking consumer click patterns on a website and using that information to decide on banner ad placement.

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 _____.

The long-term total influence of advertising and other marketer-provided information on consumer decision making and sales is nominal.

According to the media consulting group, SmartReply, the best text message programs involve which of the following?

Marketing strategy that focuses only on creating awareness may be inadequate.

The maintenance marketing strategy is appropriate if consumers use extended decision making and the brand is in the evoked set.

Higher perceived risk is associated with _____.

Online services use bots, which are software "robots" that do the shopping/searching for users, and are therefore often referred to as shopping bots.

Coca-Cola has a large brand-loyal purchaser segment. Which marketing strategy is appropriate for this brand?

Search engine optimization involves tracking consumer click patterns on a website and using that information to decide on banner ad placement.

Which of the following factors influences the expected benefits and perceived costs of search?

Which marketing strategies are appropriate for extended decision making?

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?

Which information source is NOT actively acquired by consumers?

A consumer decision requires information on which of the following?

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

If the target market engages in limited decision making and the brand is not part of their evoked set, the objective will be to _____.

A major motivator of online search is to find warranty information.

Every winter, Laurie's skin becomes very dry and results in painful cracks in the 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 some up. Which type of decision making has occurred?

Friends, family, and others are examples of which source of information?

_____ involves tracking consumer click patterns on a website and using that information to decide on banner ad placement.

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 _____.

The long-term total influence of advertising and other marketer-provided information on consumer decision making and sales is nominal.

According to the media consulting group, SmartReply, the best text message programs involve which of the following?

Marketing strategy that focuses only on creating awareness may be inadequate.

The maintenance marketing strategy is appropriate if consumers use extended decision making and the brand is in the evoked set.

Higher perceived risk is associated with _____.

Online services use bots, which are software "robots" that do the shopping/searching for users, and are therefore often referred to as shopping bots.

Coca-Cola has a large brand-loyal purchaser segment. Which marketing strategy is appropriate for this brand?

Search engine optimization involves tracking consumer click patterns on a website and using that information to decide on banner ad placement.

Which of the following factors influences the expected benefits and perceived costs of search?

Which marketing strategies are appropriate for extended decision making?

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?

Which information source is NOT actively acquired by consumers?

A consumer decision requires information on which of the following?

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