Question 1

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 characteristicsF) A) and B)
G) B) and E) A

Question 2

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 strategyF) A) and B)
G) A) and C) E

Question 3

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

Accepted Answer

Market characteristics include the numbe...

Question 4

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 organizerF) A) and C)
G) B) and E)

Question 5

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 sourcesF) A) and B)
G) None of the above

Question 6

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 aboveF) C) and D)
G) B) and D)

Question 7

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.F) A) and B)
G) C) and E)

Question 8

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 strategyF) A) and D)
G) A) and C)

Question 9

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.F) A) and B)
G) None of the above

Question 10

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 mailF) C) and D)
G) A) and B) B

Question 11

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 characteristicsF) B) and C)
G) A) and C)

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.F) B) and C)
G) D) and E)

Question 13

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.F) B) and D)
G) A) and B)

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 sourcesF) B) and E)
G) A) and B)

Question 15

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.F) A) and D)
G) A) and E)

Question 16

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 surroundingF) All of the above
G) C) and D)

Question 17

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 makingF) A) and E)
G) B) and D)

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)   differentialsF) A) and B)
G) C) and D)

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 aboveF) A) and E)
G) C) and E)

Question 20

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

Accepted Answer

A) True 
 B)False

Exam 15: Information Search

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?

Correct Answer
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A

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

Correct Answer
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E

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

Correct Answer
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Market characteristics include the numbe...
View Answer

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

Correct Answer
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Which situation tends to increase perceived risk?

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

Correct Answer
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Which marketing strategies are appropriate for nominal decision making?

Correct Answer
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Which of the following statements is FALSE regarding information search?

Correct Answer
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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 _____.

Correct Answer
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B

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

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

Correct Answer
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The second screen refers to

Correct Answer
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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?

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

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

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

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

Correct Answer
verified

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

Correct Answer
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Exam 15: Information Search

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?

Correct AnswerverifiedA

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

Correct AnswerverifiedE

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

Correct AnswerverifiedMarket characteristics include the numbe...View AnswerShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which situation tends to increase perceived risk?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which marketing strategies are appropriate for nominal decision making?

Correct AnswerverifiedShow Answer

Which of the following statements is FALSE regarding information search?

Correct AnswerverifiedShow Answer

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 _____.

Correct AnswerverifiedB

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The second screen refers to

Correct AnswerverifiedShow Answer

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?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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A

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E

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Market characteristics include the numbe...
View Answer

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B

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