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Exam 15: Information Search

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Question 31

Multiple Choice

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Which source of information includes inspection or product trial?

A) memory
B) personal sources
C) independent sources
D) marketing sources
E) experiential sources

F) A) and D)
G) A) and C)

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Question 32

Multiple Choice

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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

F) B) and D)
G) A) and C)

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Question 33

Multiple Choice

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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 _____.

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?

Which of the following statements is FALSE regarding appropriate alternatives?

Facebook ads are delivered at random to Facebook members.

Unsolicited e-mail that is a major concern and irritant is known as _____.

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.

To which set do alternatives the consumer does not know about belong?

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?

Kasi is seeking the advice of her parents in her decision on which college to attend. Which source of information is Kasi using?

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

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 _____.

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 _____.

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 _____.

Brands for which a consumer is aware but basically indifferent toward compose his or her _____.

The brands or products one will evaluate for the solution of a particular consumer problem are called the _____.

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 _____.

The five primary sources of information available to consumers are memory, personal sources, independent sources, marketing sources, and experiential sources.

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).