Beruflich Dokumente
Kultur Dokumente
Consumer Behavior
Chapter 15
Information Search
External Search
Internal Search
If a resolution is not reached
Search of long-term memory to
through internal search, then
determine if a satisfactory
the search process is
solution is known.
focused on relevant external
information.
Types of Information Sought
15-3
Types of Information Sought
Information Search
Types of Information Sought
Sources of Information
15-6
Sources of Information
15-7
Sources of Information
Information Search on the Internet
Three major strategic issues marketers face regarding the Internet’s role in
information search and decision making:
making
3. How (if at all) can online selling be utilized or integrated with existing
channels ?
15-9
Sources of Information
Driving Consumers to a Firm’s Information
Website design is also critical. Ongoing and repeat traffic requires relevant and
frequently updated content.
15-11
Costs vs. Benefits of External Search
Market Characteristics
Product Characteristics
Consumer Characteristics
Situation Characteristics
15-12
Marketing Strategies Based on Information
Search Patterns
Six marketing strategies based on search patterns:
1. Maintenance Strategy
2. Disrupt Strategy
3. Capture Strategy
4. Intercept Strategy
5. Preference Strategy
6. Acceptance Strategy
15-13