Chapter 15

Question 1

Awareness set

Answer 1

composed of those brands consumers are aware of

Question 2

Consideration set

Answer 2

composed of those brands or products one will evaluate for the solution of a particular consumer problem

Question 3

Evoked set:

Answer 3

composed of those brands or products one will evaluate for the solution of a particular consumer problem

Question 4

External search:

Answer 4

conducted when a person who has no prior knowledge about a produce seeks information from personal sources, and/or public sources or marketer dominated sources. involves independent sources, personal sources, marketer-based information and product experience.

Question 5

Inept set

Answer 5

composed of those brands consumer are aware of and view negatively

Question 6

Inert set

Answer 6

composed of those brand consumers are aware of and view in a neutral manner

Question 7

Internal search

Answer 7

Consumer identifies alternative from their memory.

Question 8

Ongoing search

Answer 8

done both to acquire information possible later use and because the process itself is pleasurable

Question 9

Memory

Answer 9

of past searches, personal experience and low-involvement learning

Question 10

Personal Sources:

Answer 10

such as friends family and others

Question 11

Independent sources:

Answer 11

such as magazine, consumer groups and government agencies

Question 12

Marketing sources:

Answer 12

such as sales personnel websites and advertising

Question 13

Experiential sources

Answer 13

such as inspection or product trial

Question 14

Evaluative criteria

Answer 14

desired characteristic -> the features or characteristics required to meet your needs