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| 1 | |
Information search often requires all of the following EXCEPT |
| | A) | mental effort. |
| | B) | physical effort. |
| | C) | giving up more desirable activities. |
| | D) | money. |
| | E) | all of the above are often required. |
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| 2 | |
Evaluative criteria are |
| | A) | limited to the inert set. |
| | B) | limited to the inept set. |
| | C) | limited to the evoked set. |
| | D) | the benefits desired in response to a problem. |
| | E) | none of the above. |
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| 3 | |
All of the brands that a consumer will evaluate for the solution of a particular problem is known as the |
| | A) | inert set. |
| | B) | decision set. |
| | C) | awareness set. |
| | D) | evoked set. |
| | E) | none of the above. |
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| 4 | |
Marketing managers are interested in external information search because |
| | A) | using these sources costs less than other options. |
| | B) | it provides them with direct access to the consumer. |
| | C) | it is through external information search that the consumer builds up the inert set. |
| | D) | information pulled from memory is less salient to the consumer than any other type. |
| | E) | all of the above. |
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| 5 | |
Internet shopping services use _____ that do the shopping/searching for users. |
| | A) | shopping bots |
| | B) | IPS |
| | C) | sales banners |
| | D) | IPOs |
| | E) | none of the above. |
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| 6 | |
The Internet allows consumers easy access to manufacturer Web sites, other consumers, and government agencies, while expanding a marketer's ability to reach consumers. |
| | A) | True |
| | B) | False |
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| 7 | |
Primary search involves problem recognition, retrieving relevant information from long-term memory in order to determine whether a satisfactory solution is known, what the characteristics of potential solutions exist, what are appropriate ways to compare solutions, etc. |
| | A) | True |
| | B) | False |
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| 8 | |
Ongoing search involves an intentional external search occurring in the absence of problem recognition and is done both for acquiring information for use perhaps at a later time and because the process itself is pleasurable. |
| | A) | True |
| | B) | False |
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| 9 | |
Primary sources of information available to consumers include marketing sources, independent sources, personal sources, experiential sources, and memory. |
| | A) | True |
| | B) | False |
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| 10 | |
HP has a large brand-loyal purchaser segment; therefore, a disrupt marketing strategy is most appropriate for this brand. |
| | A) | True |
| | B) | False |
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