978-1260100044 Test Bank Chapter 15 Part 3

15-33

of McGraw-Hill Education.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: Moderate

Gradable: automatic

Learning Objective: 15-06 Summarize the marketing strategies based on information search patterns.

Topic: Maintenance Strategy

78. Coca-Cola has a large brand-loyal purchaser segment. Which marketing strategy is appropriate for this brand?

A. capture strategy

B. acceptance strategy

C. maintenance strategy

D. preference strategy

E. disrupt strategy

79. Which marketing strategy is appropriate if the brand is not part of the evoked set and the target market engages

in nominal decision making?

A. capture strategy

B. acceptance strategy

C. maintenance strategy

D. preference strategy

E. disrupt strategy

80. If the target market engages in limited decision making and the brand is not part of their evoked set, the

objective will be to

A. disrupt the existing decision patterns.

B. capture as large a share of the purchases as practical.

C. intercept the consumer during the search for information on the brands in the evoked set.

D. develop a strong position on those attributes important to the target market.

E. defend against the disruptive tactics of competitors.

81. One marketer for a brand of shampoo learned through research that consumers in the target market engage in

limited decision making but that this marketer’s brand is not part of their evoked set. Which marketing strategy is

appropriate for this company?

A. capture strategy

B. acceptance strategy

C. maintenance strategy

D. preference strategy

E. intercept strategy

82. Extended decision making with the brand in the evoked set requires which marketing strategy?

A. capture strategy

B. preference strategy

C. intercept strategy

D. maintenance strategy

E. disrupt strategy

15-35

of McGraw-Hill Education.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: Moderate

Gradable: automatic

Learning Objective: 15-06 Summarize the marketing strategies based on information search patterns.

Topic: Preference Strategy

83. Which marketing strategy is similar to preference strategy but is complicated by the fact that the target market is

not seeking information about the brand?

A. capture strategy

B. acceptance strategy

C. maintenance strategy

D. intercept strategy

E. disrupt strategy

84. Consumers continually recognize problems and opportunities, so internal and external searches for information

to solve these problems are ongoing processes.

85. One reason a consumer does an ongoing search is because the process itself is pleasurable to him or her.

15-36

of McGraw-Hill Education.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: Moderate

Gradable: automatic

Learning Objective: 15-01 Discuss internal and external information search and their role in different decision types.

Topic: The Nature of Information Search

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

87. The brands found to be completely unworthy of further consideration comprise the excluded set.

88. Marketing strategy that focuses only on creating awareness may be inadequate.

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

15-37

of McGraw-Hill Education.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: Moderate

Gradable: automatic

Learning Objective: 15-03 Describe the categories of decision alternatives relating to the evoked set.

Topic: Appropriate Alternatives

90. The five primary sources of information available to consumers are memory, personal sources, independent

sources, marketing sources, and experiential sources.

91. The long-term total influence of advertising and other marketer-provided information on consumer decision

making and sales is nominal.

92. Europe has the highest number of Internet users.

93. Online services use bots, which are software “robots” that do the shopping/searching for users, and are therefore

often referred to as shopping bots.

94. A major motivator of online search is to find warranty information.

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

96. Search engine optimization involves tracking consumer click patterns on a website and using that information to

decide on banner ad placement.

15-39

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: Internet Search

97. Facebook ads are delivered at random to Facebook members.

98. Searches for information from a mobile device pertaining to the current (or future planned) geographic location

of a consumer are known as local mobile search.

99. Most purchases are the result of extended decision making and therefore involve considerable external search

prior to purchase.

100. Mobile marketing efforts can be viewed in much the same way as those on the Internet; that is, driving

information to consumers (pull strategy) and driving consumers to information (push strategy).

101. Market characteristics that influence the expected benefits and perceived costs of search include the number of

alternatives, price range, store distribution, and information availability.

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

purchase.

103. The maintenance marketing strategy is appropriate if consumers use extended decision making and the brand is

in the evoked set.

15-41

of McGraw-Hill Education.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: Moderate

Gradable: automatic

Learning Objective: 15-06 Summarize the marketing strategies based on information search patterns.

Topic: Preference Strategy

Essay Questions

104. Discuss the types of information sought by consumers.

Explanation:

A consumer decision requires information on the following:

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

available to her.

Explanation:

The five primary source of information available to consumers are:

106. With respect to the Internet’s role in information search and decision making, marketers have at least three

major strategic issues to deal with. Identify all three issues, and discuss the first two.

Explanation:

The three major strategic issues marketers have to deal with are:

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

108. Grant is the marketing manager for a consumer package goods manufacturer. He realizes that consumers use

nominal decision making when purchasing his products. Explain how the marketing strategies and tactics he should

use would differ if his company’s brand is in the consumers’ evoked set compared to when it is not.

Chapter 15 Test Bank Summary