Consumer Beh FINAL part 3

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Internal Information Search

search of long term memory to determine if a satisfactory solution is known
External Information Search

if resulution is not reached through internal search, then search process is focused on relevant external info
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
Five primary sources of info available
- memory
- personal sources
- independent sources
- marketing sources
- experiential sources
Memory info
- past searches
- personal experiences
- low involvement learning
Personal Source Info
- friends
- family
Independent Source Info
- magazines
- consumer groups
- government agencies
Marketing Source Info
- sales personnel
- websites
- advertising
Experiential Source Info
- product inspection
- product trial
Behavioral Targeting
- tracking consumer click patterns on a website
- use info to decide on banner ad placement
Search Engine Optimization

techniques to make company's web pages prevelant on search engines
Consumers need ongoing incentives to return to websites such as....
- product related news features
- user related discussion forums
- updates on new products
Measures of external info search
- number of stores visited
- number of alternatives considered
- number of personal sources used
- overall or combination measures
Cost vs. Benefits of External Search
- market characteristics
- product characteristics
- consumer characteristics
- situation characteristics
Six marketing strategies based on search patterns
- maintenance
- disrupt
- capture
- intercept
- preference
- acceptance

Author

kyle.coughlin

185419

Card Set

Consumer Beh FINAL part 3

Description

Consumer Beh FINAL part 3

Updated

11/26/2012, 7:19:44 PM

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