FHCE 3100 Exam 2 ACTUAL UPDATED QUESTIONS AND CORRECT ANSWERS
Prepurchasing what consumers are thinking about and how they are behaving that lead up to an
actual purchase
, Prepurchasing involves what steps 1) Assessing needs
2) Searching for Information
3) Evaluating alternatives
4) Selecting product or service
Prepurchasing Step 1 Assessing needs - results when problems or decision situations are recognized
because people sense a discrepancy between their current state and a desired
state. Wants vs. Needs
Prepurchasing Step 2 Searching for Information - accessing internally or externally
Prepurchasing Step 3 Evaluating Alternatives - based on information search; likes and dislikes, beliefs
about product or brand, pricing, availability to narrow choices
Prepurchasing Step 4 Selecting a product or service
need set most products satisfy more than one need
Target market largest, most likely group to purchase
marketing strategy "How can we give excellent customer value to this target market?"
marketing mix communications or information as well as product price, distribution, and service
internal search processed in the mind; past searches, personal experience
external search looking at advertisements, reading articles, internet searches, asking others
marketing communications advertising, PR, coupons, labels, packaging, billboards, in-store displays that
companies use to send messages about itself and its products
information search rule a customer will search as long as the cost of the search is less than or equal to the
expected savings from the search
Experience goods consumer gets relevant information after purchasing them
ex) food and entertainment
Credence good consumers can never get all the relevant information and/or cannot evaluate the
goods themselves
ex) drugs
Passive information encountered when one is doing something else; one does not just simply listen to
the radio but listens while running or driving
ex) billboards, banner ads on websites
Prepurchasing what consumers are thinking about and how they are behaving that lead up to an
actual purchase
, Prepurchasing involves what steps 1) Assessing needs
2) Searching for Information
3) Evaluating alternatives
4) Selecting product or service
Prepurchasing Step 1 Assessing needs - results when problems or decision situations are recognized
because people sense a discrepancy between their current state and a desired
state. Wants vs. Needs
Prepurchasing Step 2 Searching for Information - accessing internally or externally
Prepurchasing Step 3 Evaluating Alternatives - based on information search; likes and dislikes, beliefs
about product or brand, pricing, availability to narrow choices
Prepurchasing Step 4 Selecting a product or service
need set most products satisfy more than one need
Target market largest, most likely group to purchase
marketing strategy "How can we give excellent customer value to this target market?"
marketing mix communications or information as well as product price, distribution, and service
internal search processed in the mind; past searches, personal experience
external search looking at advertisements, reading articles, internet searches, asking others
marketing communications advertising, PR, coupons, labels, packaging, billboards, in-store displays that
companies use to send messages about itself and its products
information search rule a customer will search as long as the cost of the search is less than or equal to the
expected savings from the search
Experience goods consumer gets relevant information after purchasing them
ex) food and entertainment
Credence good consumers can never get all the relevant information and/or cannot evaluate the
goods themselves
ex) drugs
Passive information encountered when one is doing something else; one does not just simply listen to
the radio but listens while running or driving
ex) billboards, banner ads on websites
