TBChap 015

Chapter 15
Information Search
Multiple Choice Questions

1. The second screen refers to
A.
B.
C.
watching streaming video on a mobile device.

surfing the Internet.
watching TV while interacting with another mobile device.
D.
local mobile search.
E.
all of the above.
2. Which of the following statements is FALSE regarding information search?
A.
B.
The amount of search depends on purchase involvement.

Searching for information is free.
C. Information search involves mental as well as physical activities that consumers must perform.
D. The initial search generally produces a set of guides or decision restraints.
E. Search has benefits such as finding a lower price or getter higher quality.
3. Once a problem is recognized, relevant information from long-term memory is used to determine
if a satisfactory solution is known, what the characteristics of potential solutions are, what the
appropriate ways to compare solutions are, and so forth. This is referred to as _____.
A.
internal search
B.
external search
C.
primary search
D.
ongoing search
E.
evoked search
15-1
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4. Nakeisha wants to purchase some new makeup, but she wants something different from what she
is currently using. Because she has experience with this product, she just thinks of the other
products she has tried and decides to purchase one of those. Which type of information search
has Nakeisha performed?
A.
internal search
B.
external search
C.
primary search
D.
secondary search
E.
evoked search
5. Which type of search can involve independent sources, personal sources, marketer-based
information, and product experience?
A.
internal search
B.
external search
C.
primary search
D.
secondary search
E.
evoked search
6. Nathan is purchasing a new computer, so he asks his friends and family for help in selecting one.
He also has searched the Internet and visited the Dell, Gateway, and Apple websites and has
consulted Consumer Reports. Nathan is conducting which type of information search?
A.
internal search
B.
external search
C.
primary search
D.
secondary search
E.
evoked search
7. If, in response to a problem, a consumer recalls a single, satisfactory solution, no further

information search or evaluation may occur. The consumer purchases the recalled brand and
_____ has occurred.
A.
automatic decision making
B.
limited decision making
C.
nominal decision making
D.
extended decision making
E.
truncated decision making
15-2
8. Every winter, Laurie's skin becomes very dry and results in painful cracks in the skin on her
fingers. Once this happens, Laurie remembers that Zim's Crack Cream works really well for this
problem, so she stops at the store to pick some up. Which type of decision making has
occurred?
A.
B.
C.
D.
E.
9. When a consumer notices a new product in a store because of the point-of-purchase display,
reads about the attributes of the product and recalls an unresolved problem that this product will
solve, and then purchases the product, _____ has occurred.
A.
B.
C.
D.
E.
10. Wendy was in Walmart and noticed a display with baking items collected together and a little pad
with recipes to tear off. She looked at the recipe and decided that this would make a nice dessert
for Thanksgiving, so she purchased the products that were conveniently located on the display.
Which type of decision making did Wendy undertake?
A.
B.
C.
D.
E.
11. For which type of decision making is external information search relatively important?
A.
B.
C.
D.
E.
15-3
12. Eric was in the store and started looking at riding lawn mowers. He didn't come to this store for
the purpose of purchasing one, but he started considering it once he was there. However, he did
not purchase one on that trip. Instead he went to other stores to look at their mowers, he asked
his neighbor and his brother-in-law about their mowers, and he searched the Internet before he
decided on the brand to purchase. Which type of decision making did Eric undertake?
A.
B.
C.
D.
E.
13. Deliberate external search that occurs in the absence of problem recognition and is done both to
acquire information for possible later use and because the process itself is pleasurable is known
as _____.
A.
internal search
B.
ongoing search
C.
eternal search
D.
continuous search
E.
perpetual search
14. Barry is always searching information about wine. He reads Wine Spectator every month, has
several books related to wine, visits wine-related websites frequently, and has visited several wine
regions throughout the world. While he purchases wine frequently, he does not conduct this
information search for just that reason. He just enjoys learning about wine. For Barry, his search
for information about wine is a(n) _____.
A.
internal search
B.
ongoing search
C.
eternal search
D.
continuous search
E.
perpetual search
15-4
15. A consumer decision requires information on which of the following?
A.
B.
the appropriate evaluative criteria for the solution of a problem

the existence of various alternative solutions
C. the performance level or characteristic of each alternative solution on each evaluative criterion
D.
E.
A and B
A, B, and C
16. The desired features or characteristics required to meet a consumer's needs are his or her
_____.
A.
B.
evoked set
evoked criteria
C.
consideration criteria
D.
evaluative criteria
E.
evaluative set
17. Freddy is purchasing a new car, and he has decided that gas mileage, price, reliability, and styling
are important to him. These attributes represent Freddy's _____.
A.
B.
evoked set
evoked criteria
C.
D.
evaluative criteria
E.
evaluative set
18. All of the brands that a consumer thinks of as potential solutions are known as the _____.
A.
awareness set
B.
evaluative criteria
C.
alternative set
D.
E.
preferred set
consideration set
15-5
19. Karl and his wife are considering putting a built-in pool in their backyard. They were discussing
who they could get to do it for them, and they realized they knew of five pool contractors in their
city. These five pool contractors that they thought of as potential contractors for them represent
their _____.
A.
awareness set
B.
evaluative criteria
C.
alternative set
D.
E.
preferred set
consideration set
20. Which of the following is NOT a subcategory of the awareness set?
A.
B.
evoked set
purchase set
C.
inert set
D.
inept set
E.
All of the above are subcategories of the awareness set.
21. The brands or products one will evaluate for the solution of a particular consumer problem are
called the _____.
A.
evoked set
B.
evaluative criteria
C.
alternative set
D.
E.
preferred set
awareness set
22. Thomas is aware of several different brands of electric shavers, but he is only seriously
considering three different brands. These three brands that Thomas is evaluating represent his
_____.
A.
evoked set
B.
evaluative criteria
C.
alternative set
D.
E.
preferred set
awareness set
15-6
23. The evoked set is also called the _____.
A.
evaluative set
B.
alternative set
C.
awareness set
D.
preferred set
E.
consideration set
24. Brands that are found completely unworthy of further consideration are members of the _____.
A.
B.
C.
D.
E.
evoked set
inept set
excluded set
inert set
discarded set
25. Darcy is considering the purchase of living room furniture. While there are several national-chain
furniture stores in her city, she is not considering Haverty's because she's purchased furniture
from this store before and has been dissatisfied. For Darcy, this furniture retailer is included in her
_____.
A.
B.
C.
D.
E.
evoked set
consideration set
inept set
excluded set
inert set
26. Brands for which a consumer is aware but basically indifferent toward compose his or her _____.
A.
B.
C.
D.
E.
evoked set
consideration set
inept set
excluded set
inert set
15-7
27. Elaine is considering the purchase of a computer and is aware that Toshiba and HP are brands in
this product category. However, she is basically indifferent toward them. These two brands
represent Elaine's _____.
A.
B.
C.
D.
E.
evoked set
consideration set
inept set
excluded set
inert set
28. To which set do alternatives the consumer does not know about belong?
A.
B.
inert set
inept set
C.
unawareness set
D.
unknown set
E.
evoked set
29. Which of the following statements is FALSE regarding appropriate alternatives?
A. An evoked set is those brands or products one will evaluate for the solution of a particular
consumer problem.
B. The brand found completely unworthy of further consideration is a member of the inept set.
C. Marketing strategy that focuses only on creating awareness is adequate.
D. Brands for which a consumer is aware of but basically indifferent toward compose that
consumer's inert set.
E. Alternatives the consumer does not know about compose the unawareness set.
30. Which of the following is a primary source of information available to consumers?
A.
memory
B.
personal sources
C.
independent sources
D.
marketing sources
E.
all of the above
15-8
31. Past searches, prior personal experiences, and prior low-involvement learning are examples of
which source of information?
A.
memory
B.
personal sources
C.
independent sources
D.
marketing sources
E.
experiential sources
32. Karen is going to the mall to purchase new shoes. Based on her prior experience with Nine West
and her positive attitude toward them, she plans on looking at the Nine West store first. Her
decision to visit the Nine West store is based on which source of information?
A.
memory
B.
personal sources
C.
independent sources
D.
marketing sources
E.
33. Friends, family, and others are examples of which source of information?
A.
memory
B.
personal sources
C.
independent sources
D.
marketing sources
E.
34. Kasi is seeking the advice of her parents in her decision on which college to attend. Which source
of information is Kasi using?
A.
memory
B.
personal sources
C.
independent sources
D.
marketing sources
E.
15-9
35. Magazines, consumer groups, and government agencies represent which source of information?
A.
memory
B.
personal sources
C.
independent sources
D.
marketing sources
E.
36. Jon needed to purchase new tires for his SUV. He consulted Consumer Reports to see how the
various brands were rated. Jon consulted which type of information source?
A.
memory
B.
personal sources
C.
independent sources
D.
marketing sources
E.
37. Sales personnel, websites, and advertising represent which type of information source?
A.
memory
B.
personal sources
C.
independent sources
D.
marketing sources
E.
38. Stephanie and her husband are considering the purchase of a 52-inch plasma television. They
have visited several manufacturers' websites, looked at the ads in the Sunday newspaper, and
have spoken with salespeople at several electronics stores. Which source of information are they
using?
A.
memory
B.
personal sources
C.
independent sources
D.
marketing sources
E.
15-10
39. Which source of information includes inspection or product trial?
A.
memory
B.
personal sources
C.
independent sources
D.
marketing sources
E.
40. Lane is test driving several models of automobiles to help him decide which one to purchase.
Which source of information does this represent?
A.
memory
B.
personal sources
C.
independent sources
D.
marketing sources
E.
41. Which information source is NOT actively acquired by consumers?
A.
past searches
B.
personal experience
C.
low-involvement learning
D.
E.
independent groups
marketer information
42. Susan actually knows quite a bit about some product categories that she doesn't actively seek out
information concerning and doesn't even own. Which of the following is the most likely means by
which she obtained this information?
A.
past searches
B.
personal experience
C.
D.
E.
high-involvement learning
15-11
43. Research shows that the most important search-related use of the Internet is _____.
A.
finding information
B.
getting news
C.
buying a product
D.
using e-mail
E.
checking the weather
44. Which demographic factors still have the most influence on U.S. adult Internet usage?
A.
gender, ethnicity, age
B.
age, income, education
C.
age, ethnicity, gender
D.
income, gender, generations
E.
education, generations, gender
45. Which of the following is NOT a research finding regarding the Internet as an information source?
A.
Online information is expected.
B.
Online information boosts offline sales.
C.
Online sources are viewed as valuable.
D.
Online sources reduce a salesperson's role.
E. Roughly 30 percent of American adults use a search engine to research a product/service

before buying it online.
46. Which of the following is TRUE regarding the Internet as a source of information?
A.
B.
C.
D.
E.
All of the above are true.
15-12
47. Research has shown that most of the online search leading up to a purchase was _____.
A.
B.
C.
brand only
generic
brand-item
D.
E.
retail
price-related
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.
B.
C.
brand only
generic
brand-item
D.
E.
retail
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
15-13
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.
E.
personal data assistant

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 the above are major issues marketers must deal with.
53. Unsolicited e-mail that is a major concern and irritant is known as _____.
A.
PBE
B.
spam
C.
D.
E.
blog
junk mail
banner mail
54. Lisa has to check her e-mail 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 e-mail is known as _____.
A.
PBE
B.
spam
C.
D.
E.
blog
junk mail
banner mail
15-14
55. The term used for percentage of people who click through a banner ad to the corporate website is
known as the _____.
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.
D.
Bot software
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.
D.
E.
spam
blogging
behavioral targeting
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.
C.
D.
E.
spam
blogging
15-15
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
_____.
A.
market segmentation
B.
C.
D.
E.
spam
blogging
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 _____.
A.
Mobirati
B.
Mobile Professionals
C.
Social Connectors
D.
Pragmatic Adopters
E.
Basic Planners
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 _____.
A.
B.
Mobirati
C.
Social Connectors
D.
Pragmatic Adopters
E.
Basic Planners
62. The segment of mobile phone users who are older and not into mobility or technology is known as
_____.
A.
Mobirati
B.
C.
Social Connectors
D.
Pragmatic Adopters
E.
Basic Planners
15-16
63. According to the media consulting group, SmartReply, 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 the above
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 the above
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.
B.
C.
D.
E.
technological characteristics
66. Feature and quality variations across brands are referred to as _____.
A.
B.
C.
product positioning
brand leverage
product differentiation
D.
market segmentation
E.
15-17
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.
B.
C.
D.
E.
personality traits
68. Consumers' general approaches or patterns of external search are termed _____.
A.
B.
C.
D.
E.
social status
shopping orientations
involvement
motives
differentials
69. Higher perceived risk is associated with _____.
A.
B.
C.
D.
E.
decreased search prior to purchase

more reliance on information from personal sources
greater reliance on personal experience
B and C
A and C
70. Which situation tends to increase perceived risk?
A.
B.
C.
D.
E.
financial cost
multiple item purchases
gift giving
B and C
all of the above
15-18
71. Which of the following is probably the most important situational variable with respect to search
behavior?
A.
temporal perspective
B.
task definition
C.
D.
E.
physical surroundings
antecedent state
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
73. Which marketing strategies are appropriate for limited decision making?
A.
B.
C.
D.
E.
74. Which marketing strategies are appropriate for extended decision making?
A.
B.
C.
D.
E.
15-19
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 the above are appropriate.
76. Which marketing strategy is appropriate if the brand is not part of consumers' evoked sets?
A.
disrupt strategy
B.
C.
capture strategy
D.
preference strategy
E.
all of the above
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.
D.
preference strategy
E.
disrupt 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.
D.
preference strategy
E.
disrupt strategy
15-20
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.
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.
B.
disrupt the existing decision patterns

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.
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.
E.
disrupt strategy
15-21
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.
D.
intercept strategy
E.
disrupt strategy
True / False Questions

84. Consumers continually recognize problems and opportunities, so internal and external searches
for information to solve these problems are ongoing processes.
True
False
85. One reason a consumer does an ongoing search is because the process itself is pleasurable to
him or her.
True
False
86. All of the brands thought of as potential solutions are known as the consideration set.
True
False
87. The brands found to be completely unworthy of further consideration comprise the excluded set.
True
False
88. Marketing strategy that focuses only on creating awareness may be inadequate.
True
False
89. The awareness set has generally been found to be smaller than the evoked set.
True
False
15-22
90. The five primary sources of information available to consumers are memory, personal sources,
independent sources, marketing sources, and experiential sources.
True
False
91. The long-term total influence of advertising and other marketer-provided information on consumer
decision making and sales is nominal.
True
False
92. Europe has the highest number of Internet users.

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

True
False
95. Banner ads are one way to drive a firm's information to consumers.
True
False
96. Search engine optimization involves tracking consumer click patterns on a website and using that
information to decide on banner ad placement.
True
False
97. Facebook ads are delivered at random to Facebook members.

True
False
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.
True
False
99. Most purchases are the result of extended decision making and therefore involve considerable
external search prior to purchase.
True
False
15-23
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).
True
False
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.
True
False
102 The perceived risk associated with unsatisfactory product performance increases information
.
search prior to purchase.
True
False
103 The maintenance marketing strategy is appropriate if consumers use extended decision making
.
and the brand is in the evoked set.
True
False
Essay Questions
104 Discuss the types of information sought by consumers.
.
15-24
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.
15-25
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.
15-26
Chapter 15 Information Search Answer Key
Multiple Choice Questions

1.
(p. 511)
The second screen refers to
A.
B.
C.
D.
watching streaming video on a mobile device.

surfing the Internet.
watching TV while interacting with another mobile device.
local mobile search.
E.
all of the above.
The term refers to using mobile devices while watching TV.
AACSB: Analytical Thinking

Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 15-01 Discuss internal and external information search and their role in different decision types
Topic: Information Search
2.
Which of the following statements is FALSE regarding information search?
A.
B.
The amount of search depends on purchase involvement.

Searching for information is free.
C. Information search involves mental as well as physical activities that consumers must
perform.
D.
The initial search generally produces a set of guides or decision restraints.
E. Search has benefits such as finding a lower price or getter higher quality.
Search has costs that tend to limit the amount of search, even for very important decisions.

Blooms: Remember
Topic: The Nature of Information Search
15-27
3.
Once a problem is recognized, relevant information from long-term memory is used to

determine if a satisfactory solution is known, what the characteristics of potential solutions are,
what the appropriate ways to compare solutions are, and so forth. This is referred to as
_____.
A.
internal search
B.
external search
C.
primary search
D.
ongoing search
E.
evoked search
If a resolution is not reached through internal search, then the search process is focused on
external information.

Blooms: Remember
Difficulty: 1 Easy
4.
Nakeisha wants to purchase some new makeup, but she wants something different from what
she is currently using. Because she has experience with this product, she just thinks of the
other products she has tried and decides to purchase one of those. Which type of information
search has Nakeisha performed?
A.
internal search
B.
external search
C.
primary search
D.
secondary search
E.
evoked search
If a resolution is not reached through internal search, then the search process is focused on
external information.

Blooms: Understand
Difficulty: 1 Easy
15-28
5.
Which type of search can involve independent sources, personal sources, marketer-based
information, and product experience?
A.
internal search
B.
external search
C.
primary search
D.
secondary search
E.
evoked search
External search involves independent sources, personal sources, marketer-based information,
and product experience.

Blooms: Remember
Difficulty: 1 Easy
6.
Nathan is purchasing a new computer, so he asks his friends and family for help in selecting
one. He also has searched the Internet and visited the Dell, Gateway, and Apple websites and
has consulted Consumer Reports. Nathan is conducting which type of information search?
A.
internal search
B.
external search
C.
primary search
D.
secondary search
E.
evoked search
External search involves independent sources, personal sources, marketer-based information,
and product experience.

Blooms: Understand
Difficulty: 1 Easy
15-29
7.
If, in response to a problem, a consumer recalls a single, satisfactory solution, no further

information search or evaluation may occur. The consumer purchases the recalled brand and
_____ has occurred.
A.
B.
C.
D.
E.
Internal information tends to dominate in nominal decision making.

Blooms: Remember
8.
Every winter, Laurie's skin becomes very dry and results in painful cracks in the skin on her
fingers. Once this happens, Laurie remembers that Zim's Crack Cream works really well for
this problem, so she stops at the store to pick some up. Which type of decision making has
occurred?
A.
B.
C.
D.
E.
Internal information tends to dominate in nominal decision making.

Blooms: Understand
15-30
9.
When a consumer notices a new product in a store because of the point-of-purchase display,
reads about the attributes of the product and recalls an unresolved problem that this product
will solve, and then purchases the product, _____ has occurred.
A.
B.
C.
D.
E.
For limited decision making, external search can play a moderate role, particularly when the
consumer is aware of several possible alternative solutions.

Blooms: Remember
10.
Wendy was in Walmart and noticed a display with baking items collected together and a little
pad with recipes to tear off. She looked at the recipe and decided that this would make a nice
dessert for Thanksgiving, so she purchased the products that were conveniently located on the
display. Which type of decision making did Wendy undertake?
A.
B.
C.
D.
E.
For limited decision making, external search can play a moderate role, particularly when the
consumer is aware of several possible alternative solutions.

Blooms: Understand
15-31
11.
For which type of decision making is external information search relatively important?
A.
B.
C.
D.
E.
External search tends to dominate in extended decision making, where a consumer examines
and evaluates numerous alternatives.

Blooms: Remember
12.
Eric was in the store and started looking at riding lawn mowers. He didn't come to this store for
the purpose of purchasing one, but he started considering it once he was there. However, he
did not purchase one on that trip. Instead he went to other stores to look at their mowers, he
asked his neighbor and his brother-in-law about their mowers, and he searched the Internet
before he decided on the brand to purchase. Which type of decision making did Eric
undertake?
A.
B.
C.
D.
E.
External search tends to dominate in extended decision making, where a consumer examines
and evaluates numerous alternatives.

Blooms: Understand
15-32
13.
Deliberate external search that occurs in the absence of problem recognition and is done both
to acquire information for possible later use and because the process itself is pleasurable is
known as _____.
A.
internal search
B.
ongoing search
C.
eternal search
D.
continuous search
E.
perpetual search
Individuals highly involved with an activity are apt to seek information about products related to
that activity.

Blooms: Remember
14.
Barry is always searching information about wine. He reads Wine Spectator every month, has
several books related to wine, visits wine-related websites frequently, and has visited several
wine regions throughout the world. While he purchases wine frequently, he does not conduct
this information search for just that reason. He just enjoys learning about wine. For Barry, his
search for information about wine is a(n) _____.
A.
internal search
B.
ongoing search
C.
eternal search
D.
continuous search
E.
perpetual search
Individuals highly involved with an activity are apt to seek information about products related to
that activity.

Blooms: Understand
15-33
15.
A consumer decision requires information on which of the following?
A.
B.
the appropriate evaluative criteria for the solution of a problem

the existence of various alternative solutions
C. the performance level or characteristic of each alternative solution on each evaluative

criterion
D.
A and B
E.
A, B, and C
Information search seeks information on appropriate evaluative criteria, the existence of
alternatives, and characteristics of each alternative.

Blooms: Remember
Learning Objective: 15-02 Summarize the types of information consumers search for
Topic: Evaluative Criteria
16.
The desired features or characteristics required to meet a consumer's needs are his or her
_____.
A.
B.
evoked set
evoked criteria
C.
D.
evaluative criteria
E.
evaluative set
Evaluative criteria are the desired features or characteristics required to meet a consumer's
needs.

Blooms: Remember
15-34
17.
Freddy is purchasing a new car, and he has decided that gas mileage, price, reliability, and
styling are important to him. These attributes represent Freddy's _____.
A.
B.
evoked set
evoked criteria
C.
D.
evaluative criteria
E.
evaluative set
Evaluative criteria are the desired features or characteristics required to meet a consumer's
needs.

Blooms: Understand
18.
All of the brands that a consumer thinks of as potential solutions are known as the _____.
A.
awareness set
B.
evaluative criteria
C.
alternative set
D.
preferred set
E.
consideration set
The awareness set is composed of those brands consumers are aware of.

Blooms: Remember
Learning Objective: 15-03 Describe the categories of decision alternatives relating to the evoked set
Topic: Appropriate Alternatives
15-35
19.
Karl and his wife are considering putting a built-in pool in their backyard. They were discussing
who they could get to do it for them, and they realized they knew of five pool contractors in
their city. These five pool contractors that they thought of as potential contractors for them
represent their _____.
A.
awareness set
B.
evaluative criteria
C.
alternative set
D.
preferred set
E.
consideration set
The awareness set is composed of those brands consumers are aware of.

Blooms: Understand
20.
Which of the following is NOT a subcategory of the awareness set?
A.
evoked set
B.
purchase set
C.
inert set
D.
inept set
E.
All of the above are subcategories of the awareness set.
The subcategories of the awareness set are the inert set, the inept set, and the evoked set.

Blooms: Remember
15-36
21.
The brands or products one will evaluate for the solution of a particular consumer problem are
called the _____.
A.
evoked set
B.
evaluative criteria
C.
alternative set
D.
preferred set
E.
awareness set
All of the brands thought of as potential solutions are known as the evoked set.

Blooms: Remember
22.
Thomas is aware of several different brands of electric shavers, but he is only seriously
considering three different brands. These three brands that Thomas is evaluating represent his
_____.
A.
evoked set
B.
evaluative criteria
C.
alternative set
D.
preferred set
E.
awareness set
All of the brands thought of as potential solutions are known as the evoked set.

Blooms: Understand
15-37
23.
The evoked set is also called the _____.
A.
evaluative set
B.
alternative set
C.
awareness set
D.
preferred set
E.
consideration set
The evoked set is also called the consideration set.

Blooms: Remember
24.
Brands that are found completely unworthy of further consideration are members of the
_____.
A.
B.
C.
D.
evoked set
inept set
excluded set
inert set
E.
discarded set
The inept set is composed of those brands consumers are aware of and view negatively.

Blooms: Remember
15-38
25.
Darcy is considering the purchase of living room furniture. While there are several nationalchain furniture stores in her city, she is not considering Haverty's because she's purchased
furniture from this store before and has been dissatisfied. For Darcy, this furniture retailer is
included in her _____.
A.
B.
C.
D.
evoked set
consideration set
inept set
excluded set
E.
inert set

Blooms: Understand
26.
Brands for which a consumer is aware but basically indifferent toward compose his or her
_____.
A.
B.
C.
D.
evoked set
consideration set
inept set
excluded set
E.
inert set
These brands might be acceptable by consumers if their favorite alternative is not available.

Blooms: Remember
15-39
27.
Elaine is considering the purchase of a computer and is aware that Toshiba and HP are brands
in this product category. However, she is basically indifferent toward them. These two brands
represent Elaine's _____.
A.
B.
C.
D.
evoked set
consideration set
inept set
excluded set
E.
inert set
These brands might be acceptable by consumers if their favorite alternative is not available.

Blooms: Understand
28.
To which set do alternatives the consumer does not know about belong?
A.
inert set
B.
inept set
C.
unawareness set
D.
unknown set
E.
evoked set
The unawareness set is composed of alternatives the consumer does not know about.

Blooms: Remember
15-40
29.
Which of the following statements is FALSE regarding appropriate alternatives?
A. An evoked set is those brands or products one will evaluate for the solution of a particular
consumer problem.
B. The brand found completely unworthy of further consideration is a member of the inept set.
C.
Marketing strategy that focuses only on creating awareness is adequate.
D. Brands for which a consumer is aware of but basically indifferent toward compose that
consumer's inert set.
E. Alternatives the consumer does not know about compose the unawareness set.
Marketing strategy that focuses only on creating awareness is inadequate.

Blooms: Understand
Difficulty: 3 Hard
30.
Which of the following is a primary source of information available to consumers?
A.
B.
memory
personal sources
C.
independent sources
D.
marketing sources
E.
all of the above
Each of these sources has an offline, online, and mobile component.

Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 15-04 Discuss available information sources and the role of Internet and mobile search
Topic: Sources of Information
15-41
31.
Past searches, prior personal experiences, and prior low-involvement learning are examples of
which source of information?
A.
B.
memory
personal sources
C.
independent sources
D.
marketing sources
E.
memory.

Blooms: Remember
32.
Karen is going to the mall to purchase new shoes. Based on her prior experience with Nine
West and her positive attitude toward them, she plans on looking at the Nine West store first.
Her decision to visit the Nine West store is based on which source of information?
A.
B.
memory
personal sources
C.
independent sources
D.
marketing sources
E.
memory.

Blooms: Understand
15-42
33.
Friends, family, and others are examples of which source of information?
A.
B.
memory
personal sources
C.
independent sources
D.
marketing sources
E.
Personal sources of information available to consumers are friends, family, and others.

Blooms: Remember
34.
Kasi is seeking the advice of her parents in her decision on which college to attend. Which
source of information is Kasi using?
A.
B.
memory
personal sources
C.
independent sources
D.
marketing sources
E.
Personal sources of information available to consumers are friends, family, and others.

Blooms: Understand
15-43
35.
Magazines, consumer groups, and government agencies represent which source of

information?
A.
B.
memory
personal sources
C.
independent sources
D.
marketing sources
E.
Magazines, consumer groups, and government agencies represent independent sources of
information.

Blooms: Remember
36.
Jon needed to purchase new tires for his SUV. He consulted Consumer Reports to see how
the various brands were rated. Jon consulted which type of information source?
A.
B.
memory
personal sources
C.
independent sources
D.
marketing sources
E.
Magazines, consumer groups, and government agencies represent independent sources of
information.

Blooms: Understand
15-44
37.
Sales personnel, websites, and advertising represent which type of information source?
A.
B.
memory
personal sources
C.
independent sources
D.
marketing sources
E.
Marketing sources of information available to consumers are sales personnel, websites, and
advertising.

Blooms: Remember
38.
Stephanie and her husband are considering the purchase of a 52-inch plasma television. They
have visited several manufacturers' websites, looked at the ads in the Sunday newspaper, and
have spoken with salespeople at several electronics stores. Which source of information are
they using?
A.
B.
memory
personal sources
C.
independent sources
D.
marketing sources
E.
Marketing sources of information available to consumers are sales personnel, websites, and
advertising.

Blooms: Understand
15-45
39.
Which source of information includes inspection or product trial?
A.
B.
memory
personal sources
C.
independent sources
D.
marketing sources
E.
Experiential sources of information include inspection or product trial.

Blooms: Remember
40.
Lane is test driving several models of automobiles to help him decide which one to purchase.
Which source of information does this represent?
A.
B.
memory
personal sources
C.
independent sources
D.
marketing sources
E.
Experiential sources of information include inspection or product trial.

Blooms: Understand
15-46
41.
Which information source is NOT actively acquired by consumers?
A.
past searches
B.
personal experience
C.
D.
independent groups
E.
marketer information
Low-involvement learning is passively acquired.

Blooms: Remember
Difficulty: 3 Hard
42.
Susan actually knows quite a bit about some product categories that she doesn't actively seek
out information concerning and doesn't even own. Which of the following is the most likely
means by which she obtained this information?
A.
past searches
B.
personal experience
C.
D.
E.
high-involvement learning
Low-involvement learning is passively acquired.

Blooms: Understand
15-47
43.
Research shows that the most important search-related use of the Internet is _____.
A.
finding information
B.
getting news
C.
buying a product
D.
using e-mail
E.
checking the weather
Seven out of the top 20 activities on the Internet are tied to information search or purchase.

Blooms: Remember
Difficulty: 3 Hard
Topic: Internet Search
44.
Which demographic factors still have the most influence on U.S. adult Internet usage?
A.
gender, ethnicity, age
B.
age, income, education
C.
age, ethnicity, gender
D.
income, gender, generations
E.
education, generations, gender
Newest data show these three factors to be the only major influencers remaining.

Blooms: Remember
15-48
45.
Which of the following is NOT a research finding regarding the Internet as an information
source?
A.
B.
C.
D.
E. Roughly 30 percent of American adults use a search engine to research a product/service

before buying it online.
A majority of adult consumers in the U.S. search for information on the Internet prior to a
purchase.

Blooms: Remember
46.
Which of the following is TRUE regarding the Internet as a source of information?
A.
B.
C.
D.
E.
All of the above are true.
The Internet is a major and often preferred avenue through which consumers search for
information.

Blooms: Remember
Difficulty: 1 Easy
15-49
47.
Research has shown that most of the online search leading up to a purchase was _____.
A.
B.
C.
brand only
generic
brand-item
D.
retail
E.
price-related
Generic search was done in product-related terms that did not include any of the retailers
being tracked in the study.

Blooms: Remember
Difficulty: 3 Hard
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
Generic search is done in product-related terms that do not include any specific retailers.

Blooms: Remember
Difficulty: 3 Hard
15-50
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.
B.
C.
brand only
generic
brand-item
D.
retail
E.
price-related
Generic search is done in product-related terms that do not include any specific retailers.

Blooms: Understand
50.
Services that aid consumers in their search and decision making on the Internet are known as
_____.
bots
A.
B.
worms
C.
viruses
D.
seekers
E.
minimizers
Bots, or software robots, do the shopping/search for users.

Blooms: Remember
15-51
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
Shopping bots do the shopping/searching for users.

Blooms: Understand
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 the above are major issues marketers must deal with.
Getting consumers to use the Internet instead of seeking information from salespeople is not a
major issue.

Blooms: Understand
Difficulty: 3 Hard
15-52
53.
Unsolicited e-mail that is a major concern and irritant is known as _____.
A.
PBE
spam
B.
C.
D.
blog
junk mail
E.
banner mail
Spam is not well received by consumers.

Blooms: Remember
Difficulty: 1 Easy
54.
Lisa has to check her e-mail 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 e-mail is known as _____.
A.
PBE
spam
B.
C.
D.
blog
junk mail
E.
banner mail
Unsolicited e-mail that is a major concern and irritant is known as spam.

Blooms: Understand
Difficulty: 1 Easy
15-53
55.
The term used for percentage of people who click through a banner ad to the corporate
website is known as the _____.
A.
response rate
B.
turnover rate
C.
click-through rate
D.
rating
E.
hits
While click-through rates are generally low, marketers are looking beyond immediate clickthrough to measures that include brand awareness, brand attitudes, and purchase intensions.

Blooms: Remember
56.
_____ involves tracking consumer click patterns on a website and using that information to
decide on banner ad placement.
A.
B.
Click-through targeting
Search engine optimization
C.
Bot software
D.
Behavioral targeting
E.
Spam
Behavioral targeting is based on not what people say but what they actually do online.

Blooms: Remember
15-54
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.
C.
D.
spam
blogging
E.
Behavioral targeting involves tracking consumer click patterns on a website and using that

Blooms: Understand
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.
C.
D.
spam
blogging
E.
Keyword selection and other techniques are critical for the firm in terms of getting its website
the highest priority listing for the most appropriate search terms.

Blooms: Remember
15-55
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 _____.
A.
market segmentation
B.
C.
D.
spam
blogging
E.
Search engine optimization involves techniques designed to ensure that a company's Web
pages appear high on an Internet search result list.

Blooms: Understand
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 _____.
A.
Mobirati
B.
C.
Social Connectors
D.
Pragmatic Adopters
E.
Basic Planners
Mobirati use information to decide social activities like where to eat.

Blooms: Remember
Topic: Mobile Search
15-56
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 _____.
A.
Mobirati
B.
C.
Social Connectors
D.
Pragmatic Adopters
E.
Basic Planners
Social Connectors feel that text messages are just as meaningful as a "real" conversation.

Blooms: Remember
62.
The segment of mobile phone users who are older and not into mobility or technology is known
as _____.
A.
Mobirati
B.
C.
Social Connectors
D.
Pragmatic Adopters
E.
Basic Planners
Basic Planners use cell phones for basic calling or emergencies.

Blooms: Remember
15-57
63.
According to the media consulting group, SmartReply, the best text message programs involve
which of the following?
A.
B.
C.
build an "opt-in" database

develop the text message "ad"
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 the above
All the answers listed are part of SmartReply's suggested "best practices" approach to textmessage programs.

Blooms: Remember
Difficulty: 1 Easy
Topic: Marketing Strategy and Mobile Search
64.
Which of the following factors influences the expected benefits and perceived costs of search?
A.
B.
C.
D.
E.
all of the above
Buyers appear to weigh the benefits of search against the costs they incur.

Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 15-05 Discuss the major cost-benefit factors driving the amount of external search
Topic: Costs Versus Benefits of External Search
15-58
65.
The number of alternatives, price range, store distribution, and information availability are
A.
B.
C.
D.
E.
technological characteristics
The greater the number of alternatives available to resolve a particular problem, the more
external search there is likely to be.

Blooms: Remember
Topic: Market 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.
Perceived product differentiation is associated with increased external search.

Blooms: Remember
Topic: Product Characteristics
15-59
67.
Experience, familiarity, social status, shopping orientation, and product involvement are
A.
B.
C.
D.
E.
personality traits
Experience, familiarity, social status, shopping orientation, and product involvement are
examples of consumer characteristics that influence the expected benefits and perceived costs
of search.

Blooms: Remember
Topic: Consumer Characteristics
68.
Consumers' general approaches or patterns of external search are termed _____.
A.
social status
B.
shopping orientations
C.
D.
involvement
motives
E.
differentials
Consumer's general approaches to external search have been defined by researchers as
shopping orientations.

Blooms: Remember
15-60
69.
Higher perceived risk is associated with _____.
A.
B.
C.
D.
decreased search prior to purchase

more reliance on information from personal sources
greater reliance on personal experience
B and C
E.
A and C
Higher perceived risk is associated with more reliance on information from personal sources
and greater reliance on personal experience.

Blooms: Remember
70.
Which situation tends to increase perceived risk?
A.
B.
C.
D.
financial cost
multiple item purchases
gift giving
B and C
E.
all of the above
Gift-giving situations and multiple item purchases tend to increase perceived risk and
therefore, external search.

Blooms: Remember
Topic: Situation Characteristics
15-61
71.
Which of the following is probably the most important situational variable with respect to
search behavior?
A.
B.
C.
D.
temporal perspective
task definition
physical surroundings
antecedent state
E.
social surrounding
As the time available to solve a particular consumer problem decreases, so does the amount
of external information search.

Blooms: Remember
Difficulty: 3 Hard
Topic: Situation Characteristics
72.
Which marketing strategies are appropriate for nominal decision making?
A.
B.
C.
D.
E.
Maintenance and disrupt strategies are appropriate for nominal decision making.

Blooms: Remember
Difficulty: 3 Hard
Learning Objective: 15-06 Summarize the marketing strategies based on information search patterns
Topic: Marketing Strategies Based on Information Search Patterns
15-62
73.
Which marketing strategies are appropriate for limited decision making?
A.
B.
C.
D.
E.
Capture and intercept strategies are appropriate for limited decision making.

Blooms: Remember
Difficulty: 3 Hard
74.
Which marketing strategies are appropriate for extended decision making?
A.
B.
C.
D.
E.
Preference and acceptance strategies are appropriate for extended decision making.

Blooms: Remember
Difficulty: 3 Hard
15-63
75.
If a brand is included in a consumer's evoked set, which marketing strategy is NOT

appropriate?
A.
B.
intercept strategy
C.
capture strategy
D.
preference strategy
E.
All of the above are appropriate.
Intercept strategy is appropriate if the brand is not part of the evoked set.

Blooms: Remember
Difficulty: 3 Hard
Topic: Intercept Strategy
76.
Which marketing strategy is appropriate if the brand is not part of consumers' evoked sets?
A.
B.
disrupt strategy
C.
capture strategy
D.
preference strategy
E.
all of the above
If the brand is not part of consumers' evoked sets, the marketer must disrupt the existing
decision pattern.

Blooms: Remember
Difficulty: 3 Hard
Topic: Disrupt Strategy
15-64
77.
Which marketing strategy requires consistent attention to product quality, distribution, and a
market?
A.
capture strategy
B.
acceptance strategy
C.
D.
preference strategy
E.
disrupt strategy
If the brand is purchased habitually by the target market, the marketer's strategy is to maintain
that behavior.

Blooms: Remember
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.
D.
preference strategy
E.
disrupt strategy
The maintenance strategy requires consistent attention to product quality, distribution, and a
market.

Blooms: Remember
Topic: Maintenance Strategy
15-65
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.
D.
preference strategy
E.
disrupt strategy
If the brand is not part of consumers' evoked sets, the marketer must disrupt the existing
decision pattern.

Blooms: Remember
Topic: 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.
B.
disrupt the existing decision patterns

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
Intercept strategy is appropriate if the brand is not part of the evoked set.

Blooms: Remember
Difficulty: 3 Hard
15-66
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.
D.
preference strategy
E.
intercept strategy
If the target market engages in limited decision making and the brand is not part of their
evoked set, the objective will be to intercept consumers during the search for information on
the brands in the evoked set.

Blooms: Understand
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.
E.
disrupt strategy
The marketer needs to structure an information campaign that will result in the brand being
preferred by members of the target market.

Blooms: Remember
Topic: Preference Strategy
15-67
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.
D.
intercept strategy
E.
disrupt strategy
In addition to the activities involved in the preference strategy, the marketer must attract
consumers' attention or otherwise motivate them to learn about the brand.

Blooms: Remember
Topic: Acceptance Strategy
True / False Questions

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

searches for information to solve these problems are ongoing processes.
TRUE
Ongoing search is done both to acquire information for possible later use and because the
process itself is pleasurable.

Blooms: Remember
15-68
85.
One reason a consumer does an ongoing search is because the process itself is pleasurable
to him or her.
TRUE
Ongoing search is done both to acquire information for possible later use and because the
process itself is pleasurable.

Blooms: Remember
86.
All of the brands thought of as potential solutions are known as the consideration set.
FALSE
All of the brands thought of as potential solutions are known as the awareness set.

Blooms: Remember
Difficulty: 3 Hard
87.
The brands found to be completely unworthy of further consideration comprise the excluded
set.
FALSE

Blooms: Remember
15-69
88.
Marketing strategy that focuses only on creating awareness may be inadequate.

TRUE
Because the evoked set generally is the one from which consumers make final evaluations
and decisions, a marketing strategy that focuses only on creating awareness may be
inadequate.

Blooms: Remember
89.
The awareness set has generally been found to be smaller than the evoked set.
FALSE
The awareness set is always larger than the evoked set.

Blooms: Remember
90.
The five primary sources of information available to consumers are memory, personal sources,
independent sources, marketing sources, and experiential sources.
TRUE
Each of these sources has an offline, online, and mobile component.

Blooms: Remember
Difficulty: 1 Easy
91.
The long-term total influence of advertising and other marketer-provided information on

consumer decision making and sales is nominal.
FALSE
Continual exposure to advertising frequently influences the perceived need for the product.

15-70

Blooms: Remember
92.
Europe has the highest number of Internet users.

FALSE
Asia has the highest number of Internet users.

Blooms: Remember
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.
TRUE
Services that aid consumers in their search and decision making on the Internet are known as
bots.

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

FALSE
A major motivator of online search is economics.

Blooms: Remember
15-71
95.
Banner ads are one way to drive a firm's information to consumers.

TRUE
A banner ad is embedded into a Web page and is intended to attract traffic by linking to the
website of the advertiser.

Blooms: Remember
Difficulty: 1 Easy
96.
Search engine optimization involves tracking consumer click patterns on a website and using
that information to decide on banner ad placement.
FALSE
Behavioral targeting involves tracking consumer click patterns on a website and using that

Blooms: Remember
97.
Facebook ads are delivered at random to Facebook members.

FALSE
Facebook ads are only delivered to Facebook members who have "liked" a brand.

Blooms: Remember
15-72
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.
TRUE
Punch the key words "Italian restaurant" into Google on your mobile phone and the results will
be heavily skewed to local restaurants.

Blooms: Remember
99.
Most purchases are the result of extended decision making and therefore involve considerable
external search prior to purchase.
FALSE
External information search is skewed toward limited search, with the greatest proportion of
consumers performing little external search immediately prior to purchase.

Blooms: Remember
Difficulty: 3 Hard
Topic: Amount of External Information Search
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).
FALSE
Driving information to consumers is push strategy, and driving consumers to information is pull
strategy.

Blooms: Remember
Difficulty: 3 Hard
Topic: Marketing Strategy and Mobile Search
15-73
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.
TRUE
The greater the number of alternatives available to resolve a particular problem, the more
external search there is likely to be.

Blooms: Remember
102.
The perceived risk associated with unsatisfactory product performance increases information
search prior to purchase.
TRUE
Higher perceived risk is associated with more reliance on personal sources of information and
greater reliance on personal experience.

Blooms: Remember
Difficulty: 1 Easy
103.
The maintenance marketing strategy is appropriate if consumers use extended decision

making and the brand is in the evoked set.
FALSE
The preference marketing strategy is appropriate if consumers use extended decision making
and the brand is in the evoked set.

Blooms: Remember
Topic: Preference Strategy
Essay Questions
15-74
104.
Discuss the types of information sought by consumers.
A consumer decision requires information on the following:

a. The appropriate evaluative criteria for the solution of the problem. Consumers first
start with an internal search to determine the features or characteristics required to meet their
needs, which are the evaluative criteria. If the consumer has limited experience with the
product, he or she might also engage in external search to learn which characteristics a good
product should have.
b. The existence of various alternative solutions. After, and while, searching for appropriate
evaluative criteria, a consumer would probably seek appropriate alternatives, again starting
with an internal search. All of the brands thoughts of as potential solutions are known as the
awareness set, and it is composed of three subcategories: evoked, or consideration, set
(brands the consumer has decided to consider); inept set (brands actively disliked or avoided);
and the inert set (brands of which consumer is aware but is basically indifferent toward).
c. The performance level or characteristic of each alternative solution on each
evaluative criterion. To choose among the brands in the evoked set, the consumer compares
them on the relevant evaluative criteria. This process requires the consumer to gather
information about each brand on each pertinent evaluative criterion.

Blooms: Understand
Topic: Types of Information Sought
105.
Kerri is purchasing a new washer and dryer. Name and describe all the primary sources of
information available to her.
The five primary source of information available to consumers are:

a. Memory of past searches, personal experiences, and low-involvement learning.
b. Personal sources, such as friends, family, and others.
c. Independent sources, such as magazines, consumer groups, and government agencies.
d. Marketing sources, such as sales personnel, websites, and advertising.
e. Experiential sources, such as inspection or product trial.

Blooms: Understand
Difficulty: 1 Easy
15-75
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.
The three major strategic issues marketers have to deal with are:
a. How can they drive their information to consumers? This is important because
consumers are not always actively searching. One way is through Web advertising, including
banner ads. E-mail is also an important tool for pushing information to consumers. However,
spam (unsolicited e-mails) continues to be a major concern and irritant. Permission-based email (PBE) in which the consumer "opts-in" to receive e-mail appears to be something
consumers are highly receptive to. Social media such as Facebook and Twitter can be used to
drive a firm's information to consumers.
b. How can they drive consumers to their information? This is a daunting and important
task given the explosion in the amount and sources of information on the Web. Offline media
are one way for calling attention to a website. Banner ads are another way to drive traffic to
websites. Behavioral targeting (i.e., tracking consumer click patterns on a website and using
that information to decide on banner ad placement) appears to improve banner performance
across various outcomes including click-through rates. Search engine optimization (SEO)
involves techniques designed to ensure that a company's Web page appears high on a results
list. Website design is also critical, and driving ongoing and repeat traffic to a website requires
such factors as relevant and frequently updated content.
c. How (if at all) can online selling be utilized or integrated with existing channels? (This issue
is addressed in Chapter 17.)

Blooms: Understand
15-76
107.
Discuss the market characteristics that influence the expected benefits and perceived costs of
search.
Market characteristics include the number of alternatives, price range, store distribution, and
information availability. It is important to keep in mind that it is the consumer's perception of, or
beliefs about, the market characteristics that influence shopping behavior, not the actual
characteristics. The greater the number of alternatives available to resolve a particular
problem, the more external search there is likely to be. The perceived range of prices among
equivalent brands in a product class is a major factor in stimulating external search. If the
consumer perceives a wide variation on prices, efficient shopping would lead to significant
financial gain. Store distributionthe number, location, and distances between retail stores in
the marketaffects the number of store visits a consumer will make before purchase. Because
store visits take time, energy, and in many cases money, a close proximity of stores will often
increase this aspect of external search. In general, information availability, including format, is
directly related to information use.

Blooms: Understand
15-77
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.
The two marketing strategies appropriate for consumers using nominal decision making are
maintenance strategy and disrupt strategy. Maintenance strategy is appropriate if the brand
is purchased habitually by the target market and the marketer's strategy is to maintain that
behavior (i.e., brand is in evoked set). This requires consistent attention to product quality,
distribution (avoiding out-of-stock situations), and a reinforcement advertising strategy. In
addition, the marketer must defend against the disruptive tactics of competitors. If the brand is
not part of the evoked set and the target market engages in nominal decision making, the
marketer's first task is to disrupt the existing decision patterns. This is a difficult task because
the consumer does not seek external information or even consider alternative brands before a
purchase. Low-involvement learning over time could generate a positive product position for
the marketer's brand, but this alone would be unlikely to shift behavior. In the long run, a major
product improvement accompanied by attention-attracting advertising could shift the target
market into a more extensive form of decision making. In the short run, attention-attracting
advertising aimed specifically at breaking habitual decision making can be successful. Sales
promotions, striking package designs, and point-of-purchase displays may disrupt a habitual
purchase sequence. Comparative advertising is also often used for this purpose.

Blooms: Understand
Difficulty: 3 Hard
15-78

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Chapter 15

Multiple Choice Questions

watching streaming video on a mobile device.

local mobile search.

all of the above.

2. Which of the following statements is FALSE regarding information search?

The amount of search depends on purchase involvement.

7. If, in response to a problem, a consumer recalls a single, satisfactory solution, no further

automatic decision making

limited decision making

nominal decision making

extended decision making

truncated decision making

automatic decision making

limited decision making

nominal decision making

extended decision making

truncated decision making

automatic decision making

limited decision making

nominal decision making

extended decision making

truncated decision making

automatic decision making

limited decision making

nominal decision making

extended decision making

truncated decision making

automatic decision making

limited decision making

nominal decision making

extended decision making

truncated decision making

automatic decision making

limited decision making

nominal decision making

extended decision making

truncated decision making

15. A consumer decision requires information on which of the following?

the appropriate evaluative criteria for the solution of a problem

20. Which of the following is NOT a subcategory of the awareness set?

All of the above are subcategories of the awareness set.

23. The evoked set is also called the _____.

29. Which of the following statements is FALSE regarding appropriate alternatives?

all of the above

39. Which source of information includes inspection or product trial?

41. Which information source is NOT actively acquired by consumers?

checking the weather

gender, ethnicity, age

age, income, education

age, ethnicity, gender

income, gender, generations

education, generations, gender

Online information is expected.

Online information boosts offline sales.

Online sources are viewed as valuable.

Online sources reduce a salesperson's role.

E. Roughly 30 percent of American adults use a search engine to research a product/service

Online information is expected.

Online information boosts offline sales.

Online sources are viewed as valuable.

Online sources reduce a salesperson's role.

All of the above are true.