Question 1

Deliberate external search that occurs in the absence of problem recognition and is done both to acquire information for possible later use and because the process itself is pleasurable is known as _____.

Accepted Answer

A)  internal search 
B)  ongoing search 
C)  eternal search 
D)  continuous search 
E)  perpetual search

Question 2

Market characteristics that influence the expected benefits and perceived costs of search include the number of alternatives, price range, store distribution, and information availability.

Accepted Answer

A) True 
 B)False

Question 3

The perceived risk associated with unsatisfactory product performance increases information search prior to purchase.

Accepted Answer

A) True 
 B)False

Question 4

Research has shown that most of the online search leading up to a purchase was _____.

Accepted Answer

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

Question 5

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?

Accepted Answer

A)  past searches 
B)  personal experience 
C)  low-involvement learning 
D)  experiential sources 
E)  high-involvement learning

Question 6

The desired features or characteristics required to meet a consumer's needs are his or her _____.

Accepted Answer

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

Question 7

The segment of mobile phone users who are older and not into mobility or technology is known as _____.

Accepted Answer

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

Question 8

Which marketing strategy requires consistent attention to product quality, distribution, and a reinforcement advertising strategy because the brand is purchased habitually by the target market?

Accepted Answer

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

Question 9

Brands that are found completely unworthy of further consideration are members of the _____.

Accepted Answer

A)  evoked set 
B)  inept set 
C)  excluded set 
D)  inert set 
E)  discarded set

Question 10

When a consumer notices a new product in a store because of the point-of-purchase display, reads about the attributes of the product and recalls an unresolved problem that this product will solve, and then purchases the product, _____ has occurred.

Accepted Answer

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

Question 11

Which demographic factors still have the most influence on U.S. adult Internet usage?

Accepted Answer

A)  gender, ethnicity, age 
B)  age, income, education 
C)  age, ethnicity, gender 
D)  income, gender, generations 
E)  education, generations, gender

Question 12

Banner ads are one way to drive a firm's information to consumers.

Accepted Answer

A) True 
 B)False

Question 13

Lane is test driving several models of automobiles to help him decide which one to purchase. Which source of information does this represent?

Accepted Answer

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

Question 14

Consumers conducting a generic search in an Internet search engine use which type of terms?

Accepted Answer

A)  retailer-related terms 
B)  brand-related terms 
C)  general product-related terms 
D)  brand-plus product-related terms 
E)  price-related terms

Question 15

Which of the following is a primary source of information available to consumers?

Accepted Answer

A)  memory 
B)  personal sources 
C)  independent sources 
D)  marketing sources 
E)  all of the above

Question 16

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) _____.

Accepted Answer

A)  internal search 
B)  ongoing search 
C)  eternal search 
D)  continuous search 
E)  perpetual search

Question 17

Kerri is purchasing a new washer and dryer. Name and describe all the primary sources of information available to her.

Accepted Answer

The answer of Kerri is purchasing a new washer and...

Question 18

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?

Accepted Answer

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

Question 19

Which marketing strategies are appropriate for limited 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

Question 20

The awareness set has generally been found to be smaller than the evoked set.

Accepted Answer

A) True 
 B)False

Exam 15: Information Search

Deliberate external search that occurs in the absence of problem recognition and is done both to acquire information for possible later use and because the process itself is pleasurable is known as _____.

Market characteristics that influence the expected benefits and perceived costs of search include the number of alternatives, price range, store distribution, and information availability.

The perceived risk associated with unsatisfactory product performance increases information search prior to purchase.

Research has shown that most of the online search leading up to a purchase was _____.

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?

The desired features or characteristics required to meet a consumer's needs are his or her _____.

The segment of mobile phone users who are older and not into mobility or technology is known as _____.

Which marketing strategy requires consistent attention to product quality, distribution, and a reinforcement advertising strategy because the brand is purchased habitually by the target market?

Brands that are found completely unworthy of further consideration are members of the _____.

When a consumer notices a new product in a store because of the point-of-purchase display, reads about the attributes of the product and recalls an unresolved problem that this product will solve, and then purchases the product, _____ has occurred.

Which demographic factors still have the most influence on U.S. adult Internet usage?

Banner ads are one way to drive a firm's information to consumers.

Lane is test driving several models of automobiles to help him decide which one to purchase. Which source of information does this represent?

Consumers conducting a generic search in an Internet search engine use which type of terms?

Which of the following is a primary source of information available to consumers?

Kerri is purchasing a new washer and dryer. Name and describe all the primary sources of information available to her.

Which marketing strategies are appropriate for limited decision making?

The awareness set has generally been found to be smaller than the evoked set.