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Related Flashcards
Related Topics
Cards In This Set
| Front | Back |
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Types of Information Search
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Internal Search, External Search
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Consumers continually recognize problems and opportunities, so internal and external searches for information to solve these problems are ongoing processes.
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Nature of Information Search
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Consumer decisions require information about:
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Appropriate evaluative criteria, the existence of various alternatives, Performance of each alternative on each evaluative criterion
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Five primary sources of information available to consumers:
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Memory, Personal sources, independent sources, marketing sources, experiential sourcess
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Of past searches, personal experiences, and low- involvement learning
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Memory
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Such as friends, family, and others
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Personal sources
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Such as sales personnel, websites, and advertising
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Marketing sources,
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, such as inspection or product trial
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Experiential sources
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The ??? influences search. •Provides increased speed and efficiency to vast
information. •More efficient search and better decisions can result. •However, information overload can also occur. |
Internet
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Three major strategic issues marketers face regarding the Internet’s role in information search and decision making:
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1. How can they drive their information to consumers?
2. How can they drive consumers to their information? 3. How(if at all )can online selling be utilized or integrated with existing channels (Chapter 17)? |
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Driving Consumers to a Firm’s Information
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Offline Media, Behavioral targeting, SEO, Website design
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Such as print and TV.
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Offline Media
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Involves tracking consumer click patterns on a website and using that information to decide on
bbanner ad placement. |
Behavioral targeting
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Techniques to ensure that a company's
web pages are accessible to search engines and improving the chances
they are found.
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Search engine optimization (SEO) -
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Is also critical. Ongoing and repeat traffic
requires relevant and frequently updated content. |
Website design
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