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55.
The term used for percentage of people who click through a banner ad to the corporate
website is known as the _____.
56.
_____ involves tracking consumer click patterns on a website and using that information to
decide on banner ad placement.
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 _____.
58.
Which of the following involves techniques designed to ensure that a company's Web pages
appear high on an Internet search result list?
59.
Kodak 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 Kodak 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 _____.
60.
The segment of mobile phone users who are younger, grew up with cell phones, and find a
cell phone central to life is known as _____.
61.
The segment of mobile phone users who are younger, feel communication is key, and that a
mobile device helps them connect socially is known as _____.
62.
The segment of mobile phone users who are older and not into mobility or technology is
known as _____.
63.
According to the media consulting group, SmartReply, the best text message programs
involve which of the following?
64.
Which of the following factors influences the expected benefits and perceived costs of
search?
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?
66.
Feature and quality variations across brands are referred to as _____.
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?
68.
Consumers' general approaches or patterns of external search are termed _____.
69.
Higher perceived risk is associated with _____.
70.
Which situation tends to increase perceived risk?
71.
Which of the following is probably the most important situational variable with respect to
search behavior?
72.
Which marketing strategies are appropriate for nominal decision making?
73.
Which marketing strategies are appropriate for limited decision making?
74.
Which marketing strategies are appropriate for extended decision making?
75.
If a brand is included in a consumer's evoked set, which marketing strategy is NOT
appropriate?
76.
Which marketing strategy is appropriate if the brand is not part of consumers' evoked sets?
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?
78.
Coca-Cola has a large brand-loyal purchaser segment. Which marketing strategy is
appropriate for this brand?
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?
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 _____.
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?
82.
Extended decision making with the brand in the evoked set requires which marketing
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?
True / False Questions
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.
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.
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.
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.
Essay Questions
104.
Discuss the types of information sought by consumers.
105.
Kerri is purchasing a new washer and dryer. Name and describe all the primary sources of
information available to her.
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.
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.
