15-21
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Hard
Gradable: automatic
Learning Objective: 15-04 Discuss available information sources and the role of Internet and mobile search.
Topic: Internet Search
48. Consumers conducting a generic search in an Internet search engine use which type of terms?
A. retailer-related terms
B. brand-related terms
C. general product-related terms
D. brand- plus product-related terms
E. price-related terms
49. Bob is searching the Internet for information on digital cameras, so he types in the words “digital camera” in
Google. Which type of search is Bob conducting?
A. brand only
B. generic
C. brand-item
D. retail
E. price-related
50. Services that aid consumers in their search and decision making on the Internet are known as
A. bots.
B. worms.
C. viruses.
D. seekers.
E. minimizers.
51. 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)
A. minimizer.
B. shopping bot.
C. search engine.
D. personal data assistant.
E. Internet organizer.
52. Which of the following is not a major issue marketers must deal with concerning the Internet’s role in
information search and decision making?
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 these choices are major issues marketers must deal with.
15-23
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Hard
Gradable: automatic
Learning Objective: 15-04 Discuss available information sources and the role of Internet and mobile search.
Topic: Internet Search
53. Unsolicited email that is a major concern and irritant is known as
A. PBE.
B. spam.
C. blog.
D. junk mail.
E. banner mail.
54. Lisa has to check her email 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 email is known as
A. PBE.
B. spam.
C. blog.
D. junk mail.
E. banner mail.
55. The percentage who click through a banner ad to the corporate website is known as
A. response rate.
B. turnover rate.
C. click-through rate.
D. rating.
E. hits.
56. __________ involves tracking consumer click patterns on a website and using that information to decide on
banner ad placement.
A. Click-through targeting
B. Search engine optimization
C. Bot software
D. Behavioral targeting
E. Spam
57. Ben is interested in golf, so he visits several golf-related websites, such as the USGA and the PGA.
Unbeknownst to him, his surfing behavior is being tracked, and it’s no accident that he receives several banner ads
for golf products and destinations. This is called
A. market segmentation.
B. search engine optimization.
C. spam.
D. blogging.
E. behavioral targeting.
15-25
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 15-04 Discuss available information sources and the role of Internet and mobile search.
Topic: Internet Search
58. Which of the following involves techniques designed to ensure that a company’s Web pages appear high on an
Internet search result list?
A. market segmentation
B. search engine optimization
C. spam
D. blogging
E. behavioral targeting
59. Canon markets digital cameras and is aware that consumers search for information concerning this product on
the Internet using one of the several search engines (e.g., Google). To ensure that Canon appears on the first page of
results, this company pays the search engine to become a sponsored link when consumers search the key words
“digital camera.” This is an illustration of
A. market segmentation.
B. search engine optimization.
C. spam.
D. blogging.
E. behavioral targeting.
60. The segment of smartphone users who are hyperconnected and strong influencers of others on social media is
known as
A. Prodigies.
B. Tribals.
C. Pragmatists.
D. Browsers.
E. Personals.
61. The segment of smartphone users who are mobile professionals who manage home and work with their phone is
known as
A. Prodigies.
B. Tribals.
C. Pragmatists.
D. Browsers.
E. Personals.
62. The segment of smartphone users who are mobile-savvy and love their phone is known as
A. Prodigies.
B. Tribals.
C. Pragmatists.
D. Browsers.
E. Personals.
15-27
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 15-04 Discuss available information sources and the role of Internet and mobile search.
Topic: Mobile Search
63. According to a media consulting group, the best text message programs involve which of the following?
A. build an “opt-in” database
B. develop the text message “ad”
C. roll out the campaign
D. include a hook as to why they are being contacted, call to action, and an “opt-out”
E. All of these choices are correct.
64. Which of the following factors influences the expected benefits and perceived costs of search?
A. market characteristics
B. product characteristics
C. consumer characteristics
D. situation characteristics
E. All of these choices are correct.
65. 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?
A. market characteristics
B. product characteristics
C. consumer characteristics
D. situation characteristics
E. technological characteristics
66. Feature and quality variations across brands are referred to as
A. product positioning.
B. brand leverage.
C. product differentiation.
D. market segmentation.
E. market characteristics.
67. Experience, familiarity, social status, shopping orientation and product involvement are examples of which
factor that influences the expected benefits and perceived costs of search?
A. market characteristics
B. product characteristics
C. consumer characteristics
D. situation characteristics
E. personality traits
15-29
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 15-05 Discuss the major cost-benefit factors driving the amount of external search.
Topic: Consumer Characteristics
68. Consumers’ general approaches or patterns of external search are termed
A. social status.
B. shopping orientations.
C. involvement.
D. motives.
E. differentials.
69. Higher perceived risk is associated with
A. decreased search prior to purchase.
B. more reliance on information from personal sources.
C. greater reliance on personal experience.
D. more reliance on information from personal sources and greater reliance on personal experience.
E. decreased search prior to purchase and greater reliance on personal experience.
70. Which situation tends to increase perceived risk?
A. financial cost
B. multiple item purchases
C. gift giving
D. multiple item purchases and gift giving
E. All of these choices are correct.
71. Which of the following is probably the most important situational variable with respect to search behavior?
A. temporal perspective
B. task definition
C. physical surroundings
D. antecedent state
E. social surrounding
72. Which marketing strategies are appropriate for nominal decision making?
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
15-31
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Hard
Gradable: automatic
Learning Objective: 15-06 Summarize the marketing strategies based on information search patterns.
Topic: Marketing Strategies Based on Information Search Patterns
73. Which marketing strategies are appropriate for limited decision making?
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
74. Which marketing strategies are appropriate for extended decision making?
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
75. If a brand is included in a consumer’s evoked set, which marketing strategy is not appropriate?
A. maintenance strategy
B. intercept strategy
C. capture strategy
D. preference strategy
E. All of these choices are appropriate.
76. Which marketing strategy is appropriate if the brand is not part of consumers’ evoked sets?
A. disrupt strategy
B. maintenance strategy
C. capture strategy
D. preference strategy
E. All of these choices are correct.
77. 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?
A. capture strategy
B. acceptance strategy
C. maintenance strategy
D. preference strategy
E. disrupt strategy