Chapter 15: Part 1 Flashcards

(13 cards)

1
Q

A consumer decision requires information on the following:

A

appropriate evaluative criteria for the solution of a problem, existence of various alternative solutions, performance level or characteristic of each alternative solution on each evaluative criteria

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2
Q

Evaluative criteria

A

desired charactertics when picking a product

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3
Q

Awareness set

A

composed of those brands consumers are aware of

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4
Q

Inert set

A

those brands consumers are aware of and view in a neutral manner

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5
Q

Inept set

A

those brands consumers are aware of and view negatively

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6
Q

Evoked set

A

known as consideration set, those brands or products one will evaluate for the solution of a particular consumer problem

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7
Q

Awareness set is always

A

larger that the evoked set

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8
Q

Five primary sources of information available to consumers

A

memory (past searches), personal sources (friends), independent sources (magazines), marketing sources (sales personnel), experiential sources (product trial)

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9
Q

Internet is a major source for consumer information, consider the following

A

online information is expected/boosts offline sales, online sources are viewed as valuable/reduce salesperson’s role

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10
Q

Search engines=

A

1 online shopping tool

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11
Q

Study categorized search terms into

A

brand only (retailer’s brand), generic (general product-related terms), and brand item (brand plus generic)

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12
Q

Marketers have at least 3 major strategic issues to deal with

A
  1. How can they drive their information to consumers?
  2. How can they drive consumers to their information?
  3. How (if at all) can online selling be utilized or integrated with existing channels?
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13
Q

Permission-based email (PBE)

A

consumer opts-in to receive emails

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