Chapter 15: Part 1

Question 1

A consumer decision requires information on the following:

Answer 1

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

Question 2

Evaluative criteria

Answer 2

desired charactertics when picking a product

Question 3

Awareness set

Answer 3

composed of those brands consumers are aware of

Question 4

Inert set

Answer 4

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

Question 5

Inept set

Answer 5

those brands consumers are aware of and view negatively

Question 6

Evoked set

Answer 6

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

Question 7

Awareness set is always

Answer 7

larger that the evoked set

Question 8

Five primary sources of information available to consumers

Answer 8

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

Question 9

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

Answer 9

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

Question 10

Search engines=

Answer 10

1 online shopping tool

Question 11

Study categorized search terms into

Answer 11

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

Question 12

Marketers have at least 3 major strategic issues to deal with

Answer 12

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?

Question 13

Permission-based email (PBE)

Answer 13

consumer opts-in to receive emails