Chapter 15: Part 1 Flashcards Preview

MKT 424: Exam #3 > Chapter 15: Part 1 > Flashcards

Flashcards in Chapter 15: Part 1 Deck (13)
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1

A consumer decision requires information on the following:

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

2

Evaluative criteria

desired charactertics when picking a product

3

Awareness set

composed of those brands consumers are aware of

4

Inert set

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

5

Inept set

those brands consumers are aware of and view negatively

6

Evoked set

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

7

Awareness set is always

larger that the evoked set

8

Five primary sources of information available to consumers

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

9

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

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

10

Search engines=

#1 online shopping tool

11

Study categorized search terms into

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

12

Marketers have at least 3 major strategic issues to deal with

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?

13

Permission-based email (PBE)

consumer opts-in to receive emails