Download Understanding Consumer Behavior: How Consumers Find and Use Information - Prof. K. Smith and more Study notes Marketing in PDF only on Docsity! December 3, 2020 SQ15 - CHAPTER 15 INFORMATION SEARCH 1) How do the company websites featured in the chapter opening example help consumers with their information search? The internet allows easy access to manufacturers Web sites, to other consumers, and to third parties. Marketers can provide information to consumers who are directly seeking information. It provides application and usage suggestions often personalized for each consumer. 2) What is internal search? 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 3) What are the types of information sought in an external search for information? Give examples of each. search process in which independent sources, personal sources, marketer-based information, and product experience 4) What are the sources of information search? Which are most credible? 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, Websites, and advertising Experiential sources, such as inspection or product trial. 5) List your evoked set, inert set, and inept set for the following product categories. Record the number of alternatives in each column. Evoked set (consideration set): the three brands that you have decided to investigate. Those brands or products one will evaluate for the solution of a particular consumer problem. Inert set: brands of which you were aware but were basically indifferent toward. Consumers will generally accept favorable information about brands in the inert set, although they do not seek out such information. Brands in this set are generally acceptable when preferred brands are not available. Inept set: The brand you found completely unworthy of further consideration. They are actively disliked or avoided by the consumer. a) Beer i) Evoked set: (1) Abita (2) Blue Moon (3) Corona ii) Inert set: (1) Shock Top (2) Red Stripe (3) Leinenkugel’s Berry Weiss (4) Samuel Adams 15-1 December 3, 2020 iii) Inept set: (1) Keystone Light b) Wireless phone providers i) Evoked set: (1) Tmobile (2) Verizon (3) AT&T ii) Inert set: (1) Sprint (2) Cricket iii) Inept set: (1) U.S. Cellular c) Deodorant i) Evoked set: (1) Secret (2) Degree Women (3) Dove ii) Inert set: (1) Ban (2) Lady Speed Stick iii) Inept set: (1) Dry Idea d) Gasoline i) Evoked set: (1) Walmart (2) HEB (3) Sams ii) Inert set: (1) Chevron (2) Texaco iii) Inept set: (1) NA e) Candy i) Evoked set: (1) M&M’s (2) Dark Chocolate – preferably anything from Godiva (3) Sour Patch Kids ii) Inert set: (1) Gummy bears (2) Almond Joy (3) 3 Musketeers iii) Inept set: (1) Dots 6) What is behavioral targeting? What is search engine optimization? 15-2
