Deck 4: Information Search

Question 1

All of the brands that a consumer would refuse to consider for the solution of a particular problem are known as the:

A) inept set.
B) decision set.
C) evoked set.
D) inert set.

Answer 1

A

Question 2

Product categories characterised by a high degree of product differentiation are also characterised by relatively extensive external search.

Answer 2

True

Question 3

Higher levels of perceived risk generate the external search to increase.

Answer 3

True

Question 4

Internal information search:

A) almost never occurs.
B) is most important in extended decisions.
C) involves utilising information sources other than the individual's memory.
D) None of the given answers are correct.

Question 5

Non-searchers are buyers who do not engage in an external information search before purchasing.

Question 6

Information search requires:

A) sometimes giving up more desirable activities.
B) time.
C) money.
D) time, money and sometimes giving up more desirable activities.

Question 7

Characteristics of the market affect the amount of external information search.

Question 8

All of the brands that a consumer would consider for the solution of a particular problem are known as the evoked set.

Question 9

The internet has changed the information-search behaviour of some consumers.

Question 10

All of the brands that a consumer would consider for the solution of a particular problem are known as the:

A) inept set.
B) decision set.
C) evoked set.
D) inert set.

Question 11

A consumer notices a new product in a store because of a point-of-purchase display and based on the information given in the display purchases the product. This is an example of:

A) limited decision making.
B) extended decision making.
C) internal search.
D) none of the given answers.

Question 12

Time and energy can be considered consumer costs of conducting an information search.

Question 13

All of the brands that a consumer can think of when faced with a particular problem are known as the:

A) awareness set.
B) decision set.
C) evoked set.
D) inert set.

Question 14

Information search may occur for the appropriate evaluative criteria for the solution of a problem.

Question 15

External information can include:

A) direct experiences with the product through inspection or trial.
B) professional information provided in pamphlets, articles and books.
C) the opinions, attitudes and feelings of friends, neighbours and relatives.
D) all of the given answers.

Question 16

All of the brands that a consumer is aware of but is indifferent toward are known as the:

A) inept set.
B) so what set.
C) evoked set.
D) inert set.

Question 17

Which of the following would most consumers choose as more acceptable for a weekend breakfast than a weekday breakfast?

A) cereals
B) bacon and eggs or fruit
C) a muesli bar
D) just a cup of tea or coffee

Question 18

The inert set contains brands that the consumer dislikes and will not, or is highly unlikely to, consider for purchase.

Question 19

A consumer decision requires information on:

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

Question 20

Consumers engage in an external search when the perceived cost of the search is more than the perceived value of the search.

Question 21

Which of the following is true of extended information searchers?

A) They often have similar demographics.
B) Their purchasing power is disproportionate to their number.
C) They are heavy media users and opinion leaders.
D) All of the given answers are true.

Question 22

The inert set is:

A) all those brands a consumer would consider for the solution of a problem.
B) all those brands for which a consumer is aware of as the solution for a problem.
C) all those brands a consumer would not consider for the solution of a problem.
D) all those brands of which a consumer is aware but is indifferent toward.

Question 23

The awareness set is:

A) all those brands a consumer would consider for the solution of a problem.
B) all those brands for which a consumer is aware of as the solution for a problem.
C) all those brands a consumer would not consider for the solution of a problem.
D) all those brands of which a consumer is aware but is indifferent toward.

Question 24

Consumers may seek external information from all of the following sources except:

A) personal sources.
B) memory sources.
C) marketing sources.
D) experiential sources.

Question 25

Consumer characteristics that are associated with a high level of external search include all of the following except:

A) limited experience with the product category.
B) a high level of product involvement.
C) an 'early' stage in the household life cycle.
D) All of the given answers are associated with a high level of external search.

Question 26

A brand requiring an intercept strategy is:

A) not in the evoked set and characterised by habitual decision making.
B) not in the evoked set and typified by a limited search.
C) in the evoked set and characterised by extended decision making.
D) in the evoked set and typified by habitual decision making.

Question 27

Product categories characterised by a high degree of product differentiation typically:

A) extend the information search process.
B) have no effect on the information search process.
C) decrease the amount of consumers' information search.
D) are lower priced items.

Question 28

Shopping bots assist in information search. They:

A) are computer shopping software that assists consumers in making complex purchases.
B) are electronic shopping agents.
C) allow comparison-shopping in a consolidated compact format.
D) are electronic shopping agents and allow comparison-shopping in a consolidated compact format.

Question 29

Consumer characteristics that are associated with a high level of external search include all of the following except:

A) extensive experience with the product category.
B) early stages of the household life cycle.
C) a high level of perceived risk in the purchase.
D) All of the given answers are associated with a high level of external search.

Question 30

As more information becomes available on the internet:

A) the cost of getting information decreases.
B) the quality of information decreases.
C) consumers cannot identify key evaluative criteria.
D) consumers cannot accelerate the decision-making process.

Question 31

Which of the following is not one of the primary sources of information available to consumers?

A) industry files
B) experiential sources
C) memory
D) independent sources

Question 32

The evoked set is:

A) all those brands a consumer would consider for the solution of a problem.
B) all those brands for which a consumer is aware of as the solution for a problem.
C) all those brands a consumer would not consider for the solution of a problem.
D) all those brands of which a consumer is aware but is indifferent toward.

Question 33

Market characteristics include:

A) number of alternatives.
B) price range.
C) store distribution.
D) all of the given answers.

Question 34

All of the following could either increase or decrease the level of external search except:

A) social status.
B) shopping orientation.
C) product involvement.
D) social surroundings.

Question 35

Marketing managers are interested in the external information search because:

A) it provides them with direct access to the consumer.
B) it is through the external information search that the consumer builds up the inert set.
C) information pulled from memory is more salient to the consumer than any other type.
D) it provides them with direct access to the consumer and it is through the external information search that the consumer builds up the inert set.

Question 36

Measures of external information search include:

A) number of alternatives considered.
B) overall or combination measures.
C) number of personal sources.
D) all of the given answers.

Question 37

In general, marketers develop a large number of models so that:

A) retailers can sell all of the models.
B) retailers can avoid price competition.
C) retailers can offer exclusive models.
D) retailers can offer exclusive models and avoid price competition.

Question 38

Which of the following are not examples of an external information source listed in the text?

A) friends, family
B) consumer groups, government departments
C) sales staff, advertising
D) All of the given answers are external information sources.

Question 39

Ongoing search:

A) is undertaken to acquire information for later use.
B) is undertaken because the process itself can be pleasurable.
C) is the same as exploratory search.
D) All of the given answers are correct.

Question 40

All of the following increase the level of external search except:

A) the price range in the market area.
B) the degree of product differentiation.
C) positive products.
D) learning and experience.

Question 41

A disrupt strategy:

A) is used by marketers when the brand they are promoting is not part of the evoked set and the target market engages in habitual decision making and the first task of this strategy is to disrupt the existing decision pattern.
B) is marketing communications, such as comparative advertising, that are used to disrupt the decision-making behaviour of the consumer.
C) is used in high-involvement situations where the consumers may display high brand loyalty to a product.
D) is used in complex decision situations where consumers exhibit habitual purchase behaviour.

Question 42

Which are the five major sources of information for consumers?

Question 43

A brand in a product category characterised by limited purchase decisions that is in the target market's evoked set needs a(n) _______________________ strategy.

A) disrupt
B) intercept
C) acceptance
D) None of the given answers are correct.

Question 44

A maintenance strategy is:

A) a strategy for maintaining consumers highly involved with a brand.
B) a strategy for maintaining current involvement levels.
C) a strategy used by marketers to maintain current purchase behaviour in a situation where the brand is purchased habitually by the target market.
D) a strategy used by marketers to maintain current purchase behaviour in a situation of high involvement.

Question 45

A brand in a product category characterised by extended decisions that is not in the evoked set requires a(n) ________________ strategy.

A) maintenance
B) disrupt
C) acceptance
D) None of the given answers are correct.

Question 46

A brand in a product category characterised by habitual purchase decisions that is in the target market's evoked set needs a(n) _______________________ strategy.

A) maintenance
B) intercept
C) acceptance
D) preference

Question 47

Preference strategy is used when:

A) the objective is to make a brand currently in the evoked set the preferred brand of the target market. This is especially used when the consumer undertakes extended decision making.
B) the objective is to make the brand the preferred one of the target market, placing it in the inert set. This is especially used when the consumer undertakes extended decision making.
C) the objective is to make the brand the preferred one of the target market, placing it in the evoked set. This is especially used when the consumer undertakes limited decision making.
D) the objective is to make the brand the preferred one of the target market, mainly through the use of marketing communication techniques.

Question 48

An intercept strategy is used when:

A) an organisation in a shopping mall needs to intercept consumers who walk by a store.
B) the objective is to intercept the consumer during the search for information on the brands in the evoked set.
C) the objective is to intercept the consumer during the search for information on the brands in the inert set.
D) the objective is to intercept the consumer during the search for information on the brands in the evoked set and in the inert set.

Question 49

What implications may a brand's changed status from 'not in evoked set' to 'in evoked set' have for the type(s) of organisational strategy/ies to best market the brand?

Question 50

Which of the following are not consumer characteristics that may affect external search?

A) learning, product involvement and social status
B) perceived risk, age and shopping orientation
C) experience, product differentiation and household life cycle
D) perceived risk, age, shopping orientation, gender and learning

Question 51

Explain the concepts of 'internal' and 'external' information search and how these may be used to assist consumer decision making.

Question 52

A capture strategy is:

A) marketing communications that are used to capture the consumer's attention.
B) capturing the consumer's attention by using different tactics in the servicescape environment.
C) used by marketers when the brand is in the target market's evoked set and consumers engage in limited decision making.
D) used by marketers when the brand is in the target market's inert set and consumers engage in limited decision making.

Question 53

Which of the following situational characteristics may increase external search?

A) purchasing for a gift
B) time pressures
C) purchasing for self use
D) an antecedent condition of fatigue