Professional Documents
Culture Documents
, McGraw-Hill/Irwin
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CHAPTER
15
INFORMATION
SEARCH
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External Search
If a resolution is not reached through internal search, then the search process is focused on relevant external information.
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Both marketers and government agencies provide information designed to influence the evaluative criteria used.
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This process requires the consumer to gather information about each brand on each pertinent evaluative criterion.
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Sources of Information
Five primary sources of information available to consumers:
Memory of past searches, personal experiences, and lowinvolvement 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
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Sources of Information
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Sources of Information
Information Search on the Internet
Estimated Number of Internet Users by 2007
Central/South America Asia Pacific Western Europe North America 0 100 200 300 400 500 600
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Sources of Information
Demographics of U.S. Adult Internet Users
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Sources of Information
Top 10 Activities of Adult Internet Users E-Mail Use search engine to find information 91% 84
84
80 78 78 77 73 72 67
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Sources of Information
The Nature of Search Using Online Search Engines
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Sources of Information
Information Search on the Internet The Internet influences search. Provides increased speed and efficiency to vast information. More efficient search and better decisions can result. However, information overload can also occur.
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Sources of Information
Information Search on the Internet
Sources of Information
Information Search on the Internet
Marketing Strategy and Information Search on the Internet
The online environment is continually evolving.
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Sources of Information
Information Search on the Internet Three major strategic issues marketers face regarding the Internets role in information search and decision making: 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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Sources of Information
Driving Information to Consumers Banner ads Permission-based e-mail
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Sources of Information
Driving Consumers to a Firms Information
Sources of Information
Driving Consumers to a Firms Information
Website design is also critical. Ongoing and repeat traffic requires relevant and frequently updated content.
Consumers need ongoing incentives to return such as: product-related news features user-related discussion forums
These materials have been reproduced with the permission of eBay Inc. COPYRIGHT EBAY INC. ALL RIGHTS RESERVED.
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Market characteristics include the number of alternatives, price range, store distribution, and information availability.
Consumer perceptions of the market characteristics, not the actual characteristics, influence shopping behavior. The greater the number of alternatives available to resolve a problem, the more external search there is likely to be.
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Shopping for a physician can be be unpleasant, and thus, seen as a negative product
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There are a variety of types of knowledge where a low level of calibration frequently occurs to the detriment of consumers and firms, including
Memory of Facts
Memory of Events Belief Polarization Belief Validity Personal Forecasts
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Situational variables can have a major impact on search behavior including the following:
Temporal perspective
Task definition Antecedent state
Physical surroundings
Social surroundings
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2. The nature of the evoked set influences the direction of the search
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3. Capture Strategy
4. Intercept Strategy
5. Preference Strategy
6. Acceptance Strategy
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Soy products are a good example of how disrupt strategies have been used to induce trial adoption.
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Major brand improvement along with attentionattracting advertising could shift consumer to more extensive decision making.
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Implementing a capture strategy also requires emphasis on maintaining consistent product quality and adequate distribution
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Emphasis will be on local media, point-of-purchase displays, shelf space, package design, etc.
Coupons can also be effective.
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Similar to preference strategy, but complicated by fact that target market is not seeking information about the brand.
Beyond preference strategy, marketer must attract consumer attention or motivate brand learning. Incentives to try product, long-term advertising to enhance low-involvement learning and use of the Internet are useful for gaining acceptance.
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