Chapter 15: Part 2 Flashcards Preview

MKT 424: Exam #3 > Chapter 15: Part 2 > Flashcards

Flashcards in Chapter 15: Part 2 Deck (18)
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1

Appropriate or targeted ad placement is helpful

in increasing online ad performance across various outcomes including click-through rates

2

Behavioral targeting

involves tracking consumer click patterns on a website and using that information to decide on banner ad placement

3

Search engine optimization (SEO)

involves techniques designed to ensure that a company’s web pages are “accessible to search engines and focused in ways that help improve the chances that they will be found.”

4

Market characteristics

include the number of alternatives, price range, store distribution, and information availability

5

Store distribution

the number, location, and distances between retail stores in the market

6

Perceived range of prices

among equivalent brands in a product class is a major factor in stimulating external search

7

Differentiation

feature/quantity variation across brands is associated with increased external search

8

Information availability

directly related to information use

9

Positive products

those whose acquisitions result in positive reinforcement

10

Negative products

those whose primary benefit is negative reinforcement

11

Shopping orientation

general approaches or patterns of external search

12

Perceived risk

associated with unsatisfactory product performance, either instrumental or symbolic, increases information search prior to purchase

13

Two dimensions of information search are particularly appropriate

type of decision influences the level of search and the nature of the evoked set influences the dimension of the search

14

If brand is purchased normally by the target market,

marketer’s strategy is to keep that behavior

15

Major product improvement accompanied by

attention-attracting advertising could shift the target market into a more extensive form of decision-making

16

Marketer will have to place

considerable emphasis on attracting the consumers’ attention because they will not be seeking info on the brand

17

Independent groups should be encouraged

to test the brand and sales personnel should be provided detailed information on the brand’s attributes

18

The objective of advertising is

to make the brand part of the evoked set