6) During the internal search process for product information, a key objective for creatives and brand managers is to: A) have information readily available to consumers. B) make sure the company's brand is part of the consumer's inert set. C) have the brand in the person's cognitive map. D) make sure the company's brand is part of the consumer's set of potential alternatives. Answer: 7) When a person does an internal search for product information and already has sufficient information, the next step of the purchase decision process will be to: A) search for additional information. B) make the purchase decision. C) evaluate the alternatives. D) identify the need or problem the choice will meet