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Ch15 Information Search

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Category: Business
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Public Relations
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Chapter 15 Information Search Multiple Choice Questions 1. How has the Internet changed consumers' ability to search for information? A) allows easy access to manufacturers' Web sites B) allows easy access to other consumers C) allows easy access to government agencies D) expands the ability of marketers to provide information to consumers E) all of the above Answer: E Page: 531 2. Which of the following statements is FALSE regarding information search? A) Consumers continually recognize problems and opportunities, so internal and external searches for information to solve these problems are ongoing processes. B) Searching for information is free. C) Information search involves mental as well as physical activities that consumers must perform. D) The benefits of information search often outweigh the cost of search. E) Consumers acquire a substantial amount of relevant information without deliberate search. Answer: B Page: 532 3. Once a problem is recognized, relevant information from long-term memory is used to determine if a satisfactory solution is known, what the characteristics of potential solutions are, what are appropriate ways to compare solutions, and so forth. This is referred to as _____. A) internal search B) external search C) primary search D) ongoing search E) evoked search Answer: A Page: 532 4. Nakeisha wants to purchase some new make-up, but she wants something different from what she is currently using. Since she has experience with this product, she just thinks of the other products she has tried and decides to purchase one of those. Which type of information search has Nakeisha performed? A) internal search B) external search C) primary search D) secondary search E) evoked search Answer: A Page: 532 5. Which type of search can involve independent sources, personal sources, marketer-based information, and product experience? A) internal search B) external search C) primary search D) secondary search E) evoked search Answer: B Page: 532 6. Nathan is purchasing a new computer, so he asks his friends and family for help in selecting one. He also has searched the Internet and visited the Dell, Gateway, and IBM Web sites and has consulted Consumer Reports. Nathan is conducting which type of information search? A) internal search B) external search C) primary search D) secondary search E) evoked search Answer: B Page: 532 7. If, in response to a problem, a consumer recalls a single, satisfactory solution, no further information search or evaluation may occur. The consumer purchases the recalled brand and _____ has occurred. A) automatic decision making B) limited decision making C) nominal decision making D) extended decision making E) truncated decision making Answer: C Page: 533 8. Every winter, Laurie's skin becomes very dry and results in painful cracks in her skin on her fingers. Once this happens, Laurie remembers that Zim's Crack Cream works really well for this problem, so she stops at the store to pick some up. Which type of decision making has occurred? A) automatic decision making B) limited decision making C) nominal decision making D) extended decision making E) truncated decision making Answer: C Page: 533 9. When a consumer notices a new product in a store because of the point-of-purchase display, reads about the attributes of the product and recalls an unresolved problem that this product will solve, and then purchases the product, _____ has occurred. A) automatic decision making B) limited decision making C) nominal decision making D) extended decision making E) truncated decision making Answer: B Page: 533 10. Wendy was in Wal-Mart and noticed a display with baking items collected together and a little pad with recipes to tear off. She looked at the recipe and decided that this would make a nice dessert for Thanksgiving, so she purchased the products that were conveniently located on the display. Which type of decision making did Wendy undertake? A) automatic decision making B) limited decision making C) nominal decision making D) extended decision making E) truncated decision making Answer: B Page: 533 11. For which type of decision making is external information search relatively important? A) automatic decision making B) limited decision making C) nominal decision making D) extended decision making E) truncated decision making Answer: D Page: 533 12. Eric was in the store and started looking at riding lawn mowers. He didn't come to this store for the purpose of purchasing one, but he started considering it once he was there. However, he did not purchase one on that trip. Instead he went to other stores to look at their mowers, he asked his neighbor and his brother-in-law about their mowers, and he searched the Internet before he decided on the brand to purchase. Which type of decision making did Eric undertake? A) automatic decision making B) limited decision making C) nominal decision making D) extended decision making E) truncated decision making Answer: D Page: 533 13. Deliberate external search that occurs in the absence of problem recognition and is done both to acquire information for possible later use and because the process itself is pleasurable is known as _____. A) internal search B) ongoing search C) eternal search D) continuous search E) perpetual search Answer: B Page: 533 14. Barry is always searching information about wine. He reads Wine Spectator every month, has several books related to wine, visits wine-related Web sites frequently, and has visited several wine regions throughout the world. While he purchases wine frequently, he does not conduct this information search for just that reason. He just enjoys learning about wine. For Barry, his search for information about wine is a(n) _____. A) internal search B) ongoing search C) eternal search D) continuous search E) perpetual search Answer: B Page: 533 15. A consumer decision requires information on which of the following? A) The appropriate evaluative criteria for the solution of a problem. B) The existence of various alternative solutions. C) The performance level or characteristic of each alternative solution on each evaluative criterion. D) a and b E) a, b, and c Answer: E Page: 533 16. The desired features or characteristics required to meet a consumer's needs are his or her _____. A) evoked set B) evoked criteria C) consideration criteria D) evaluative criteria E) evaluative set Answer: D Page: 533-534 17. Freddy is purchasing a new car, and he has decided that gas mileage, price, reliability, and styling are important to him. These attributes represent Freddy's _____. A) evoked set B) evoked criteria C) consideration criteria D) evaluative criteria E) evaluative set Answer: D Page: 533-534 18. All of the brands that a consumer thinks of as potential solutions are known as the _____. A) awareness set B) evaluative criteria C) alternative set D) preferred set E) consideration set Answer: A Page: 534 19. Karl and his wife are considering putting a built-in pool in their backyard. They were discussing who they could get to do it for them, and they realized they knew of five pool contractors in their city. These five pool contractors that they thought of as potential contractors for them represent their _____. A) awareness set B) evaluative criteria C) alternative set D) preferred set E) consideration set Answer: A Page: 534 20. Which of the following is NOT a subcategory of the awareness set? A) evoked set B) purchase set C) inert set D) inept set E) all of the above are subcategories of the awareness set Answer: B Page: 534-536 21. The brands or products one will evaluate for the solution of a particular consumer problem are called the _____. A) evoked set B) evaluative criteria C) alternative set D) preferred set E) awareness set Answer: A Page: 534 22. Thomas is aware of several different brands of electric shavers, but he is only considering seriously three different brands. These three brands that Thomas is evaluating represent his _____. A) evoked set B) evaluative criteria C) alternative set D) preferred set E) awareness set Answer: A Page: 534 23. The evoked set is also called the _____. A) evaluative set B) alternative set C) awareness set D) preferred set E) consideration set Answer: E Page: 534 24. Brands that are found completely unworthy of further consideration are members of the _____. A) evoked set B) inept set C) excluded set D) inert set E) discarded set Answer: B Page: 535 25. 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 _____. A) evoked set B) consideration set C) inept set D) excluded set E) inert set Answer: C Page: 535 26. Brands for which a consumer is aware but basically indifferent toward compose his or her _____. A) evoked set B) consideration set C) inept set D) excluded set E) inert set Answer: E Page: 535 27. 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 _____. A) evoked set B) consideration set C) inept set D) excluded set E) inert set Answer: E Page: 535 28. To which set do alternatives the consumer does not know about belong? A) inert set B) inept set C) unawareness set D) unknown set E) evoked set Answer: C Page: 536 29. Which of the following statements is FALSE regarding appropriate alternatives? A) An evoked set is those brands or products one will evaluate for the solution of a particular consumer problem. B) The brand found completely unworthy of further consideration is a member of the inept set. C) Marketing strategy that focuses only on creating awareness is adequate. D) Brands for which a consumer is aware of but basically indifferent toward compose that consumer's inert set. E) Alternatives the consumer does not know about compose the unawareness set. Answer: C Page: 534-537 30. Which of the following is a primary source of information available to consumers? A) memory B) personal sources C) independent sources D) marketing sources E) all of the above Answer: E Page: 538 31. 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 Answer: A Page: 538 32. 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? A) memory B) personal sources C) independent sources D) marketing sources E) experiential sources Answer: A Page: 538 33. Friends, family, and others are examples of which source of information? A) memory B) personal sources C) independent sources D) marketing sources E) experiential sources Answer: B Page: 538 34. Kasi is seeking the advice of her parents in her decision on which college to attend. Which source of information is Kasi using? A) memory B) personal sources C) independent sources D) marketing sources E) experiential sources Answer: B Page: 538 35. Magazines, consumer groups, and government agencies represent which source of information? A) memory B) personal sources C) independent sources D) marketing sources E) experiential sources Answer: C Page: 538 36. Jon needed to purchase new tires for his SUV. He consulted Consumer Reports to see how the various brands were rated. Jon consulted which type of information source? A) memory B) personal sources C) independent sources D) marketing sources E) experiential sources Answer: C Page: 538 37. Sales personnel, Web sites, and advertising represent which type of information source? A) memory B) personal sources C) independent sources D) marketing sources E) experiential sources Answer: D Page: 538 38. Stephanie and her husband are considering the purchase of a 52" plasma television. They have visited several manufacturers' Web sites, looked at the ads in the Sunday newspaper, and have spoken with sales people at several electronics stores. Which source of information are they using? A) memory B) personal sources C) independent sources D) marketing sources E) experiential sources Answer: D Page: 538 39. Which source of information includes inspection or product trial? A) memory B) personal sources C) independent sources D) marketing sources E) experiential sources Answer: D Page: 538 40. Lane is test driving several models of automobiles to help him decide which one to purchase. Which source of information does this represent? A) memory B) personal sources C) independent sources D) marketing sources E) experiential sources Answer: D Page: 538 41. Which information source is NOT actively acquired by consumers? A) past searches B) personal experience C) low-involvement learning D) independent groups E) marketer information Answer: C Page: 539 42. Susan actually knows quite a bit about some product categories that she doesn't actively seek out information concerning and doesn't even own. Which of the following is the most likely means by which she obtained this information? A) past searches B) personal experience C) low-involvement learning D) experiential sources E) high-involvement learning Answer: C Page: 539 43. Research shows that the most common use of the Internet is _____. A) searching for a map or driving directions B) getting news C) buying a product D) using e-mail E) checking the weather Answer: D Page: 540 44. Which of the following is true regarding the Internet as a source of information? A) Online information is expected. B) Online information boosts offline sales. C) Online sources are viewed as valuable. D) Online sources reduce a salesperson's role. E) all of the above Answer: E Page: 540 45. Which of the following is NOT a research finding regarding the Internet as an information source? A) Online information is expected. B) Online information boosts offline sales. C) Online sources are viewed as valuable. D) Online sources reduce a salesperson's role. E) Over 90% of Americans use the Internet to research a product/service before buying it. Answer: E Page: 540 46. Which demographic characteristic describes the greatest percentage of U.S. adult Internet users? A) Women B) Black, non-Hispanic C) 65+ years of age D) Household income of $75,000+ E) Rural Answer: D Page: 541 47. Research has shown that most of the online search leading up to a purchase was _____. A) brand only B) generic C) brand-item D) retail E) price-related Answer: B Page: 542-543 48. Consumers conducting a generic search in an Internet search engine use which type of terms? A) retailer-related terms B) brand-related terms C) general product-related terms D) brand- plus product-related terms E) price-related terms Answer: C Page: 542 49. Bob is searching the Internet for information on digital cameras, so he types in the words “digital camera” in Google. Which type of search is Bob conducting? A) brand only B) generic C) brand-item D) retail E) price-related Answer: B Page: 542 50. Services that aid consumers in their search and decision making on the Internet are known as _____. A) bots B) worms C) viruses D) seekers E) minimizers Answer: A Page: 542 51. Amelia wanted to purchase a nice watch for her husband, but she was overwhelmed by the amount of information available on the Internet for this product. She visited one Web site that offered a service that would do the searching and comparisons for her, so she decided to use it. The service Amelia used is referred to as a(n) _____. A) minimizer B) shopping bot C) search engine D) personal data assistant E) Internet organizer Answer: B Page: 542 52. Which of the following is NOT a major issue marketers must deal with concerning the Internet's role in information search and decision making? A) How can they get more consumers to use the Internet instead of seeking information from salespeople? B) How can they drive their information to consumers? C) How can they drive consumers to their information? D) How (if at all) can online selling be utilized or integrated with existing channels? E) all of the above are major issues marketers must deal with Answer: A Page: 544 53. Unsolicited e-mail that is a major concern and irritant and is known as _____. A) spit B) spam C) blog D) junk mail E) banner mail Answer: B Page: 544 54. Lisa has to check her e-mail frequently to delete the unsolicited messages she gets, typically for loans and prescription drugs. If she doesn't delete them, her inbox will fill up and e-mails that she wants to receive won't get through. This unsolicited e-mail is known as _____. A) spit B) spam C) blog D) junk mail E) banner mail Answer: B Page: 544 55. The percentage who clicks through a banner ad to the corporate Web site is known as _____. A) response rate B) turnover rate C) clickthrough rate D) rating E) hits Answer: C Page: 545 56. _____ involves tracking consumer click patterns on a Web site and using that information to decide on banner ad placement. A) Clickthrough targeting B) Search engine optimization C) Bot software D) Behavioral targeting E) Spam Answer: D Page: 545 57. Ben is interested in golf, so he visits several golf-related Web sites, 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 _____. A) market segmentation B) search engine optimization C) spam D) blogging E) behavioral targeting Answer: E Page: 545 58. Which of the following involves techniques designed to ensure that a company's Web pages appear high on an Internet search result list? A) market segmentation B) search engine optimization C) spam D) blogging E) behavioral targeting Answer: B Page: 545 59. 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 _____. A) market segmentation B) search engine optimization C) spam D) blogging E) behavioral targeting Answer: B Page: 545 60. Which of the following factors influences the expected benefits and perceived costs of search? A) market characteristics B) product characteristics C) consumer characteristics D) situation characteristics E) all of the above Answer: E Page: 547 61. The number of alternatives, price range, store distribution, and information availability are examples of which factor that influences the expected benefits and perceived costs of search? A) market characteristics B) product characteristics C) consumer characteristics D) situation characteristics E) technological characteristics Answer: A Page: 547 62. Feature and quality variations across brands are referred to as _____. A) product positioning B) brand leverage C) product differentiation D) market segmentation E) market characteristics Answer: C Page: 549 63. Experience, familiarity, social status, shopping orientation and product involvement are examples of which factor that influences the expected benefits and perceived costs of search? A) market characteristics B) product characteristics C) consumer characteristics D) situation characteristics E) personality traits Answer: C Page: 547 64. Consumers' general approaches or patterns of external search are termed _____. A) social status B) shopping orientations C) involvement D) motives E) differentials Answer: B Page: 549 65. Which of the following is NOT a type of knowledge where a low level of calibration frequently occurs to the detriment of consumers and firms? A) memory of facts B) memory of events C) belief polarization D) personal forecasts E) all of the above Answer: E Page: 550 66. Perceived risk is a function of the _____. A) individual B) product C) situation D) a and b E) a, b, and c Answer: E Page: 550 67. Perceived risk is high for products whose failure to perform as expected would result in a high _____. A) social cost B) financial cost C) time cost D) physical cost E) all of the above Answer: E Page: 551 68. Which of the following is probably the most important situational variable with respect to search behavior? A) temporal perspective B) task definition C) physical surroundings D) antecedent state E) social surrounding Answer: A Page: 551 69. Which marketing strategies are appropriate for nominal decision making? A) maintenance strategy and disrupt strategy B) capture strategy and intercept strategy C) preference strategy and acceptance strategy D) maintenance strategy and intercept strategy E) capture strategy and acceptance strategy Answer: A Page: 551 70. Which marketing strategies are appropriate for limited decision making? A) maintenance strategy and disrupt strategy B) capture strategy and intercept strategy C) preference strategy and acceptance strategy D) maintenance strategy and intercept strategy E) capture strategy and acceptance strategy Answer: B Page: 551 71. Which marketing strategies are appropriate for extended decision making? A) maintenance strategy and disrupt strategy B) capture strategy and intercept strategy C) preference strategy and acceptance strategy D) maintenance strategy and intercept strategy E) capture strategy and acceptance strategy Answer: C Page: 551 72. If a brand is included in a consumer's evoked set, which marketing strategy is NOT appropriate? A) maintenance strategy B) intercept strategy C) capture strategy D) preference strategy E) all of the above are appropriate Answer: B Page: 551 73. Which marketing strategy is appropriate if the brand is not part of consumers' evoked sets? A) disrupt strategy B) maintenance strategy C) capture strategy D) preference strategy E) all of the above Answer: A Page: 551 74. Which marketing strategy requires consistent attention to product quality, distribution, and a reinforcement advertising strategy because the brand is purchased habitually by the target market? A) capture strategy B) acceptance strategy C) maintenance strategy D) preference strategy E) disrupt strategy Answer: C Page: 552 75. Coca-Cola has a large brand-loyal purchaser segment. Which marketing strategy is appropriate for this brand? A) capture strategy B) acceptance strategy C) maintenance strategy D) preference strategy E) disrupt strategy Answer: C Page: 552 76. Which marketing strategy is appropriate if the brand is not part of the evoked set and the target market engages in nominal decision making? A) capture strategy B) acceptance strategy C) maintenance strategy D) preference strategy E) disrupt strategy Answer: E Page: 553 77. If the target market engages in limited decision making and the brand is not part of their evoked set, the objective will be to _____. A) disrupt the existing decision patterns B) capture as large a share of the purchases as practical C) intercept the consumer during the search for information on the brands in the evoked set D) develop a strong position on those attributes important to the target market E) defend against the disruptive tactics of competitors Answer: C Page: 554 78. One marketer for a brand of shampoo learned through research that consumers in the target market engage in limited decision making but that this marketer's brand is not part of their evoked set. Which marketing strategy is appropriate for this company? A) capture strategy B) acceptance strategy C) maintenance strategy D) preference strategy E) intercept strategy Answer: E Page: 554 79. Extended decision making with the brand in the evoked set requires which marketing strategy? A) capture strategy B) preference strategy C) intercept strategy D) maintenance strategy E) disrupt strategy Answer: B Page: 554 80. Which marketing strategy is similar to preference strategy but is complicated by the fact that the target market is not seeking information about the brand? A) capture strategy B) acceptance strategy C) maintenance strategy D) intercept strategy E) disrupt strategy Answer: B Page: 555 True/False Questions 81. Consumers continually recognize problems and opportunities, so internal and external searches for information to solve these problems are ongoing processes. Answer: True Page: 532 82. One reason a consumer does an ongoing search is because the process itself is pleasurable to him or her. Answer: True Page: 533 83. All of the brands thought of as potential solutions are known as the consideration set. Answer: False Page: 534 84. The brands found to be completely unworthy of further consideration comprise the excluded set. Answer: False Page: 535 85. Marketing strategy that focuses only on creating awareness may be inadequate. Answer: True Page: 537 86. The awareness set has generally been found to be smaller than the evoked set. Answer: False Page: 537 87. The five primary sources of information available to consumers are memory, personal sources, independent sources, marketing sources, and experiential sources. Answer: True Page: 538 88. Research has shown that the Internet is used equally by all segments of the adult U.S. population. Answer: False Page: 540-541 89. Online services use bots, which are software “robots” that do the shopping/searching for users, and are therefore often referred to as shopping bots. Answer: True Page: 542 90. Banner ads are one way to drive a firm's information to consumers. Answer: True Page: 544 91. Search engine optimization involves tracking consumer click patterns on a Web site and using that information to decide on banner ad placement. Answer: False Page: 545 92. Most purchases are the result of extended decision making and therefore involve considerable external search prior to purchase. Answer: False Page: 546 93. Market characteristics that influence the expected benefits and perceived costs of search include the number of alternatives, price range, store distribution, and information availability. Answer: True Page: 547 94. A recent study found that a low level of calibration frequently occurs to the detriment of consumers and firms in the areas of memory of facts and events, belief polarization and validity, and personal forecasts. Answer: True Page: 550 95. The perceived risk associated with unsatisfactory product performance increases information search prior to purchase. Answer: True Page: 550 96. The maintenance marketing strategy is appropriate if consumers use extended decision making and the brand is in the evoked set. Answer: False Page: 551 Essay Questions 97. Discuss the types of information sought by consumers. Page: 533-537 Answer: A consumer decision requires information on the following: The appropriate evaluative criteria for the solution of the problem. Consumers first start with an internal search to determine the features or characteristics required to meet their needs, which are the evaluative criteria. If the consumer has limited experience with the product, he or she might also engage in external search to learn which characteristics a good product should have. The existence of various alternative solutions. After, and while, searching for appropriate evaluative criteria, a consumer would probably seek appropriate alternatives, again starting with an internal search. All of the brands thoughts of as potential solutions are known as the awareness set, and it is composed of three subcategories: evoked, or consideration, set (brands the consumer has decided to consider), inept set (brands actively disliked or avoided), and the inert set (brands of which consumer is aware but is basically indifferent toward). The performance level or characteristic of each alternative solution on each evaluative criterion. To choose among the brands in the evoked set, the consumer compares them on the relevant evaluative criteria. This process requires the consumer to gather information about each brand on each pertinent evaluative criterion. 98. Kerri is purchasing a new washer and dryer. Name and describe all the primary sources of information available to her. Page: 538 Answer: The five primary source of information available to consumers are: Memory of past searches, personal experiences, and low-involvement learning. Personal sources, such as friends, family, and others. Independent sources, such as magazines, consumer groups, and government agencies. Marketing sources, such as sales personnel, Web sites, and advertising. Experiential sources, such as inspection or product trial. 99. With respect to the Internet's role in information search and decision making, marketers have at least three major strategic issues to deal with. Identify all three issues, and discuss the first two. Page: 544-545 Answer: The three major strategic issues marketers have to deal with are: How can they drive their information to consumers? This is important since consumers are not always actively searching. One way is through Web advertising, including banner ads. E-mail is also an important tool for pushing information to consumers. However, spam (unsolicited e-mails) continues to be a major concern and irritant. Permission-based e-mail (PBE) in which the consumer “opts-in” to receive e-mail appears to be something consumers are highly receptive to. How can they drive consumers to their information? This is a daunting and important task given the explosion in the amount and sources of information on the Web. Offline media are one way for calling attention to a Web site. Banner ads are another way to drive traffic to Web sites. Behavioral targeting (i.e., tracking consumer click patterns on a Web site and using that information to decide on banner ad placement) appears to improve banner performance across various outcomes including clickthrough rates. Search engine optimization (SEO) involves techniques designed to ensure that a company's Web page appears high on a results list. Web site design is also critical, and driving ongoing and repeat traffic to a Web site requires such factors as relevant and frequently updated content. How (if at all) can online selling be utilized or integrated with existing channels? (This issue is addressed in Chapter 17.) 100. Discuss the market characteristics that influence the expected benefits and perceived costs of search. Page: 547-548 Answer: Market characteristics include the number of alternatives, price range, store distribution, and information availability. It is important to keep in mind that it is the consumer's perception of, or beliefs about, the market characteristics that influence shopping behavior, not the actual characteristics. The greater the number of alternatives available to resolve a particular problem, the more external search there is likely to be. The perceived range of prices among equivalent brands in a product class is a major factor in stimulating external search. If the consumer perceives a wide variation on prices, efficient shopping would lead to significant financial gain. Store distribution--the number, location, and distances between retail stores in the market--affects the number of store visits a consumer will make before purchase. Because store visits take time, energy, and in many cases money, a close proximity of stores will often increase this aspect of external search. In general, information availability, including format, is directly related to information use. 101. 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. Page: 551-553 Answer: The two marketing strategies appropriate for consumers using nominal decision making are maintenance strategy and disrupt strategy. Maintenance strategy is appropriate if the brand is purchases habitually by the target market, and the marketer's strategy is to maintain that behavior (i.e., brand is in evoked set). This requires consistent attention to product quality, distribution (avoiding out-of-stock situations), and a reinforcement advertising strategy. In addition, the marketer must defend against the disruptive tactics of competitors. If the brand is not part of the evoked set and the target market engages in nominal decision making, the marketer's first task is to disrupt the existing decision patterns. This is a difficult task since the consumer does not seek external information or even consider alternative brands before a purchase. Low-involvement learning over time could generate a positive product position for the marketer's brand, but this alone would be unlikely to shift behavior. In the long run, a major product improvement accompanied by attention-attracting advertising could shift the target market into a more extensive form of decision making. In the short run, attention-attracting advertising aimed specifically at breaking habitual decision making can be successful. Sales promotions, striking package designs, and point-of-purchase displays may disrupt a habitual purchase sequence. Comparative advertising is also often used for this purpose.

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