Need DQ Answer 300 words, no palgiarism, use 3 references and in-text citation and turn it in for the content.
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CH015.pptm
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
CHAPTER
15
Information Search
1
15-2
PART IV: CONSUMER DECISION PROCESS
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| Discuss internal and external information search and their role in different decision types |
| Summarize the types of information consumers search for |
| Describe the categories of decision alternatives relating to the evoked set |
| Discuss available information sources and the role of Internet and mobile search |
| Discuss the major cost-benefit factors driving the amount of external search |
| Summarize the marketing strategies based on information search patterns |
Learning Objectives
L06
L05
L01
L04
L03
L02
Internal Search
Search of long-term memory to determine if
a satisfactory solution is known
what are types of potential solutions, and
ways to compare the possible solutions.
External Search
If a resolution is not reached through internal search, then the search process is focused on relevant external information.
Ongoing search is done to acquire information and because the process is pleasurable.
Consumers continually recognize problems and opportunities, so internal and external searches for information to solve these problems are ongoing processes.
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The Nature of Information Search
4
Consumer decisions require information about:
Appropriate evaluative criteria
The existence of various alternatives
Performance of each alternative on each evaluative criterion
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Types of Information Sought
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Information Search
15-6
Types of Information Sought
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15-7
Types of Information Sought
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Example of Decision Alternatives for Laptop Computers
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Types of Information Sought
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Memory of past searches, personal experiences, and low-involvement learning
Personal sources, such as friends, family, and others.
Independent sources, such as magazines, consumer groups, and government agencies
Marketing sources, such as sales personnel, websites, and advertising
Experiential sources, such as inspection or product trial
Five primary sources of information available to consumers:
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Sources of Information
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Sources of Information
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Source: World Internet Usage Statistics News and World Population Stats (Bogota, Colombia: Miniwatts Marketing Group, March 2011.
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Sources of Information
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Estimated Number of Internet Users
North America Europe Asia 272 476 922Region of the World
Estimated Number of Users (millions)
Online information is expected.
Online information boosts offline sales.
Online sources are viewed as valuable.
Online sources reduce salesperson’s role.
Internet is a Major Search Avenue
15-12
Sources of Information
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Internet Search Activities
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Sources of Information
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The following Video Clip demonstrates how Expedia.com differentiates its website booking from its competitors with less time and effort!
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Video Application
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15
The Nature of Search Using Online Search Engines
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Sources of Information
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Economic considerations are a major motivator of online search.
Information overload is a challenge.
Comparison shopping sites use Bots or shopping bots, to help consumers in their search and decision making.
Information Search on the Internet
15-17
YouTube Spotlight
The SeaApp explains how it can help consumers find the best deals fast!
Sources of Information
17
Three major strategic issues marketers face regarding the Internet’s role in information search and decision making:
Information Search on the Internet
How can they drive their information to consumers?
How can they drive consumers to their information?
How (if at all) can online selling be utilized or integrated with existing channels (Chapter 17)?
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Sources of Information
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Banner ads
Permission-based e-mail
Social media
Driving Information to Consumers
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Sources of Information
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Search engine optimization (SEO) - techniques to ensure that a company's web pages are accessible to search engines and improving the chances they are found.
Offline Media such as print and TV.
Behavioral targeting involves tracking consumer click patterns on a website and using that information to decide on banner ad placement.
Driving Consumers to a Firm’s Information
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Sources of Information
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Consumers need ongoing incentives to return such as:
product-related news features
user-related discussion forums
updates on new products
Website design is also critical. Ongoing and repeat traffic requires relevant and frequently updated content.
Driving Consumers to a Firm’s Information
Firms use various incentive techniques to encourage repeat traffic
15-21
Sources of Information
The McGraw-Hill Companies, Inc./Jill Braaten, photographer
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15-22
Mobile Search
22
Experian
Mobile Phone Segments
Mobirati
19%
Social Connectors 22%
Pragmatic Adopters
22%
Basic Planners
20%
Mobile Professionals 17%
External information search is skewed toward limited search, with the greatest proportion of consumers performing little external search immediately prior to purchase.
Various measures of external information search:
Number of stores visited
Number of alternatives considered
Number of personal sources used, and
Overall or combination measures
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Amount of External Information Search
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Market Characteristics
Product Characteristics
Consumer Characteristics
Situation Characteristics
15-24
Costs vs. Benefits of External Search
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Costs vs. Benefits of External Search
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The type of decision influences the level of search, and
The nature of the evoked set influences the direction of the search
Sound marketing strategies take into account the nature of information search prior to purchase.
Two dimensions of search are particularly appropriate:
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Marketing Strategies Based on Information Search Patterns
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Marketing Strategies Based on Information Search Patterns
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