Question 1

Experience, familiarity, social status, shopping orientation, and product involvement 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)  personality traits

Question 2

Consumers continually recognize problems and opportunities, so internal and external searches for information to solve these problems are ongoing processes.

Accepted Answer

A) True 
 B)False

Question 3

Europe has the highest number of Internet users.

Accepted Answer

A) True 
 B)False

Question 4

Once a problem is recognized, relevant information from long-term memory is used to determine if a satisfactory solution is known, what the characteristics of potential solutions are, what the appropriate ways to compare solutions are, and so forth. This is referred to as _____.

Accepted Answer

A)  internal search 
B)  external search 
C)  primary search 
D)  ongoing search 
E)  evoked search

Question 5

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.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following involves techniques designed to ensure that a company's Web pages appear high on an Internet search result list?

Accepted Answer

A)  market segmentation 
B)  search engine optimization 
C)  spam 
D)  blogging 
E)  behavioral targeting

Question 7

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?

Accepted Answer

A)  internal search 
B)  external search 
C)  primary search 
D)  secondary search 
E)  evoked search

Question 8

Services that aid consumers in their search and decision making on the Internet are known as _____.

Accepted Answer

A)  bots 
B)  worms 
C)  viruses 
D)  seekers 
E)  minimizers

Question 9

Discuss the types of information sought by consumers.

Accepted Answer

The answer of Discuss the types of information sought by...

Question 10

The segment of mobile phone users who are younger, grew up with cell phones, and find a cell phone central to life is known as _____.

Accepted Answer

A)  Mobirati 
B)  Mobile Professionals 
C)  Social Connectors 
D)  Pragmatic Adopters 
E)  Basic Planners

Question 11

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?

Accepted Answer

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

Question 12

If a brand is included in a consumer's evoked set, which marketing strategy is NOT appropriate?

Accepted Answer

A)  maintenance strategy 
B)  intercept strategy 
C)  capture strategy 
D)  preference strategy 
E)  All of the above are appropriate.

Question 13

Sales personnel, websites, and advertising represent which type of information source?

Accepted Answer

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

Question 14

Most purchases are the result of extended decision making and therefore involve considerable external search prior to purchase.

Accepted Answer

A) True 
 B)False

Question 15

The evoked set is also called the _____.

Accepted Answer

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

Question 16

One reason a consumer does an ongoing search is because the process itself is pleasurable to him or her.

Accepted Answer

A) True 
 B)False

Question 17

Research shows that the most important search-related use of the Internet is _____.

Accepted Answer

A)  finding information 
B)  getting news 
C)  buying a product 
D)  using e-mail 
E)  checking the weather

Question 18

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?

Accepted Answer

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

Question 19

All of the brands that a consumer thinks of as potential solutions are known as the _____.

Accepted Answer

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

Question 20

The term used for percentage of people who click through a banner ad to the corporate website is known as the _____.

Accepted Answer

A)  response rate 
B)  turnover rate 
C)  click-through rate 
D)  rating 
E)  hits

Exam 15: Information Search

Experience, familiarity, social status, shopping orientation, and product involvement are examples of which factor that influences the expected benefits and perceived costs of search?

Consumers continually recognize problems and opportunities, so internal and external searches for information to solve these problems are ongoing processes.

Europe has the highest number of Internet users.

Once a problem is recognized, relevant information from long-term memory is used to determine if a satisfactory solution is known, what the characteristics of potential solutions are, what the appropriate ways to compare solutions are, and so forth. This is referred to as _____.

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.

Which of the following involves techniques designed to ensure that a company's Web pages appear high on an Internet search result list?

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?

Services that aid consumers in their search and decision making on the Internet are known as _____.

Discuss the types of information sought by consumers.

The segment of mobile phone users who are younger, grew up with cell phones, and find a cell phone central to life is known as _____.

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?

If a brand is included in a consumer's evoked set, which marketing strategy is NOT appropriate?

Sales personnel, websites, and advertising represent which type of information source?

Most purchases are the result of extended decision making and therefore involve considerable external search prior to purchase.

The evoked set is also called the _____.

One reason a consumer does an ongoing search is because the process itself is pleasurable to him or her.

Research shows that the most important search-related use of the Internet is _____.

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?

All of the brands that a consumer thinks of as potential solutions are known as the _____.

The term used for percentage of people who click through a banner ad to the corporate website is known as the _____.