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Multiple Choice Quiz
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1

Once a problem is recognized, the two sources of information that drives information search are:
A)Nominal and extended search
B)Active and inactive search
C)Internal and external search
D)Performance and status search
E)None of the Above
2

When considering alternatives, the brands that make up the awareness set are:
A)Those that the consumer thinks are potential solutions
B)Only those brands which the consumer is willing to evaluate
C)All brands that offer potential solutions
D)The total number of brands that the consumer is aware of
E)None of the Above
3

The evoked set is composed of brands that:
A)Bring about an emotional response
B)Come to mind that offer potential solutions
C)Are considered backup alternatives
D)The consumer will give consideration
E)None of the Above
4

The set of brands that are considered backup alternatives in the decision process is the:
A)Inept set
B)Inert set
C)Evoked set
D)Inadequate set
E)None of the Above
5

The set of alternatives which the consumer is does not know about form the:
A)Evoked set
B)Inept set
C)Inert set
D)Unawareness set
E)None of the Above
6

Alternative which were considered, but not chosen are part of the:
A)Evoked set
B)Inert set
C)Inept set
D)Inadequate set
E)None of the Above
7

The information source that is passively acquired and a product of an internal search is:
A)Personal experience
B)Low-involvement learning
C)Past searches
D)Personal contacts
E)None of the Above
8

A search engine is:
A)A hardware device that allows users to explore data base information
B)The internal drive that motivates the consumer to seek out information
C)A mechanism that serves as a catalyst for navigating information
D)A program designed to seek out information from Web sites and provide address of sites with relevant information
E)None of the Above
9

A search effort is terminated when:
A)The evoked set has been established
B)The expected cost of search exceed the expected benefits of search
C)The expected benefits of an external search do not exceed the expected costs of search
D)The inert set becomes apparent
E)None of the Above
10

The marketing strategy based on a nominal decision making pattern of brands in the evoked set is called:
A)Intercept
B)Capture
C)Disrupt
D)Maintenance
E)None of the Above
11

An acceptance strategy is based on:
A)A nominal search by the target market of a brand that is not in the evoked set
B)A limited search by the target market of a brand that is not in the evoked set
C)An extensive search by the target market of a brand that is in the evoked set
D)An extensive search by the target market of a brand that is not in the evoked set
E)None of the Above
12

The capture strategy is based on:
A)A brand becoming the choice among the evoked set during a limited search
B)A brand becoming part of the evoked set during a limited search
C)A brand making the decision pattern more limited that is not in the evoked set
D)A brand becoming part of the evoked set during an extensive search
E)None of the Above
13

A marketing strategy based on no search by the target market of a brand that is not part of the evoked set is:
A)Acceptance strategy
B)Intercept strategy
C)Capture strategy
D)Disrupt strategy
E)None of the Above
14

A limited search coupled with a brand that is not in the evoked set supports:
A)A disrupt strategy
B)A capture strategy
C)An intercept strategy
D)An acceptance strategy
E)None of the Above
15

A preference strategy based on information search patterns is defined by:
A)A limited search by the target market of a brand that is in the evoked set
B)Brand loyalty purchase
C)Repeat purchases
D)An extensive search by the target market of a brand that is in the evoked set
E)None of the Above





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