Flashcards in Chapter 15: Part 1 Deck (13)
A consumer decision requires information on the following:
appropriate evaluative criteria for the solution of a problem, existence of various alternative solutions, performance level or characteristic of each alternative solution on each evaluative criteria
desired charactertics when picking a product
composed of those brands consumers are aware of
those brands consumers are aware of and view in a neutral manner
those brands consumers are aware of and view negatively
known as consideration set, those brands or products one will evaluate for the solution of a particular consumer problem
Awareness set is always
larger that the evoked set
Five primary sources of information available to consumers
memory (past searches), personal sources (friends), independent sources (magazines), marketing sources (sales personnel), experiential sources (product trial)
Internet is a major source for consumer information, consider the following
online information is expected/boosts offline sales, online sources are viewed as valuable/reduce salesperson’s role
#1 online shopping tool
Study categorized search terms into
brand only (retailer’s brand), generic (general product-related terms), and brand item (brand plus generic)
Marketers have at least 3 major strategic issues to deal with
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?