INFORMATION SEARCH

INFORMATION SEARCH - INFORMATION SEARCH Consumers...

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
INFORMATION   SEARCH Consumers continually recognize problems and opportunities, so internal and external searches  for information to solve these problems are ongoing processes. Internal Search  Search of long-term memory to determine if a satisfactory solution is known. External Search  If a resolution is not reached through internal search, then the search process is focused on  relevant external information.  Five primary sources of information available to consumers: 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 Information Search on the Internet o The Internet influences search.  o Provides increased speed and efficiency to vast information. o More efficient search and better decisions can result. o However, information overload can also occur.   There are numerous shopping services on the Internet that can: search out the lowest prices for specific items search out online retailers of specific merchandise suggest specific brands based on your prior purchases and pre-specified criteria Bots  -or shopping bots, which are software “robots” that do the shopping/searching for users. Three major strategic issues marketers face regarding the Internet’s 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 ?  Driving Consumers to a Firm’s Information 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. 
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
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. Website design
Background image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 06/24/2011 for the course MAN 3025 taught by Professor Doreengooden during the Spring '09 term at FIU.

Page1 / 5

INFORMATION SEARCH - INFORMATION SEARCH Consumers...

This preview shows document pages 1 - 3. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online