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FHCE 3100 Exam 2 Questions and Answers
(Expert Solutions)
Q: Prepurchasing, 🗹🗹: what consumers are thinking about and how they are
behaving that lead up to an actual purchase
Q: Prepurchasing involves what steps, 🗹🗹: 1) Assessing needs
2) Searching for Information
3) Evaluating alternatives
4) Selecting product or service
Q: 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
Q: Prepurchasing Step 2, 🗹🗹: Searching for Information - accessing internally or
externally
Q: Prepurchasing Step 3, 🗹🗹: Evaluating Alternatives - based on information search;
likes and dislikes, beliefs about product or brand, pricing, availability to narrow choices
Q: Prepurchasing Step 4, 🗹🗹: Selecting a product or service
Q: need set, 🗹🗹: most products satisfy more than one need
Q: Target market, 🗹🗹: largest, most likely group to purchase
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Q: marketing strategy, 🗹🗹: "How can we give excellent customer value to this target
market?"
Q: marketing mix, 🗹🗹: communications or information as well as product price,
distribution, and service
Q: internal search, 🗹🗹: processed in the mind; past searches, personal experience
Q: external search, 🗹🗹: looking at advertisements, reading articles, internet
searches, asking others
Q: marketing communications, 🗹🗹: advertising, PR, coupons, labels, packaging,
billboards, in-store displays that companies use to send messages about itself and its
products
Q: 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
Q: Experience goods, 🗹🗹: consumer gets relevant information after purchasing
them
ex) food and entertainment
Q: Credence good, 🗹🗹: consumers can never get all the relevant information and/or
cannot evaluate the goods themselves
ex) drugs
Q: 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
FHCE 3100 Exam 2 Questions and Answers
(Expert Solutions)
Q: Prepurchasing, 🗹🗹: what consumers are thinking about and how they are
behaving that lead up to an actual purchase
Q: Prepurchasing involves what steps, 🗹🗹: 1) Assessing needs
2) Searching for Information
3) Evaluating alternatives
4) Selecting product or service
Q: 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
Q: Prepurchasing Step 2, 🗹🗹: Searching for Information - accessing internally or
externally
Q: Prepurchasing Step 3, 🗹🗹: Evaluating Alternatives - based on information search;
likes and dislikes, beliefs about product or brand, pricing, availability to narrow choices
Q: Prepurchasing Step 4, 🗹🗹: Selecting a product or service
Q: need set, 🗹🗹: most products satisfy more than one need
Q: Target market, 🗹🗹: largest, most likely group to purchase
, Page | 2
Q: marketing strategy, 🗹🗹: "How can we give excellent customer value to this target
market?"
Q: marketing mix, 🗹🗹: communications or information as well as product price,
distribution, and service
Q: internal search, 🗹🗹: processed in the mind; past searches, personal experience
Q: external search, 🗹🗹: looking at advertisements, reading articles, internet
searches, asking others
Q: marketing communications, 🗹🗹: advertising, PR, coupons, labels, packaging,
billboards, in-store displays that companies use to send messages about itself and its
products
Q: 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
Q: Experience goods, 🗹🗹: consumer gets relevant information after purchasing
them
ex) food and entertainment
Q: Credence good, 🗹🗹: consumers can never get all the relevant information and/or
cannot evaluate the goods themselves
ex) drugs
Q: 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
