Consumer Beh FINAL part 3

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  1. Internal Information Search
    search of long term memory to determine if a satisfactory solution is known
  2. External Information Search
    if resulution is not reached through internal search, then search process is focused on relevant external info
  3. Types on info sought out (consumer decisions require info about...)
    • appropriate evaluative criteria
    • existence of various alternatives
    • performance of each alternative on each evaluative criterion
  4. Five primary sources of info available
    • memory
    • personal sources
    • independent sources
    • marketing sources
    • experiential sources
  5. Memory info
    • past searches
    • personal experiences
    • low involvement learning
  6. Personal Source Info
    • friends
    • family
  7. Independent Source Info
    • magazines
    • consumer groups
    • government agencies
  8. Marketing Source Info
    • sales personnel
    • websites
    • advertising
  9. Experiential Source Info
    • product inspection
    • product trial
  10. Behavioral Targeting
    • tracking consumer click patterns on a website
    • use info to decide on banner ad placement
  11. Search Engine Optimization
    techniques to make company's web pages prevelant on search engines
  12. Consumers need ongoing incentives to return to websites such as....
    • product related news features
    • user related discussion forums
    • updates on new products
  13. Measures of external info search
    • number of stores visited
    • number of alternatives considered
    • number of personal sources used
    • overall or combination measures
  14. Cost vs. Benefits of External Search
    • market characteristics
    • product characteristics
    • consumer characteristics
    • situation characteristics
  15. Six marketing strategies based on search patterns
    • maintenance
    • disrupt
    • capture
    • intercept
    • preference
    • acceptance
Card Set:
Consumer Beh FINAL part 3
2012-11-26 19:19:44
Consumer Beh FINAL part

Consumer Beh FINAL part 3
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