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CHAPTER15Information Search Copyright 2013 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin115-2PART IV: CONSUMER DECISION PROCESS

2Discuss internal and external information search and their role in different decision typesSummarize the types of information consumers search forDescribe the categories of decision alternatives relating to the evoked setDiscuss available information sources and the role of Internet and mobile searchDiscuss the major cost-benefit factors driving the amount of external searchSummarize the marketing strategies based on information search patternsLearning Objectives15-3Online Video as Part of External Search!What percent of all online videos viewed are online video ads?5 %7%12%35%Source: Advertising Age, 2011.Consumer Behavior In The News15-44Online Video as Part of External Search!What percent of all online videos viewed are online video ads?5 %7%12% - if you said 12 percent you are correct! 35%Online video ads are an increasingly important part of online search, one form of external search.Source: Advertising Age, 2011.Consumer Behavior In The News15-55Internal Search Search of long-term memory to determine if a satisfactory solution is knownwhat 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.15-6The Nature of Information Search6Consumer decisions require information about:Appropriate evaluative criteriaThe existence of various alternativesPerformance of each alternative on each evaluative criterion

15-7Types of Information Sought7Information Search15-8Types of Information Sought

815-9Types of Information Sought

9Example of Decision Alternatives for Laptop Computers

15-10Types of Information Sought

10Memory of past searches, personal experiences, and low-involvement learningPersonal sources, such as friends, family, and others.Independent sources, such as magazines, consumer groups, and government agenciesMarketing sources, such as sales personnel, websites, and advertisingExperiential sources, such as inspection or product trial

Five primary sources of information available to consumers:15-11Sources of Information1115-12Sources of Information

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Source: World Internet Usage Statistics News and World Population Stats (Bogota, Colombia: Miniwatts Marketing Group, March 2011.15-13Sources of Information13Online information is expected.Online information boosts offline sales.Online sources are viewed as valuable.Online sources reduce salespersons role.Internet is a Major Search Avenue15-14Sources of Information

14Internet Search Activities15-15Sources of Information

15The following Video Clip demonstrates how http://www.Expedia.com differentiates its website booking from its competitors with less time and effort!

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Video Application1615-17

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17The Nature of Search Using Online Search Engines15-18Sources of Information

18Economic 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 Internet15-19

YouTube SpotlightThe SeaApp explains how it can help consumers find the best deals fast! Sources of Information19Three major strategic issues marketers face regarding the Internets role in information search and decision making:

Information Search on the InternetHow 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)?

15-20Sources of Information20Banner adsPermission-based e-mailSocial media

Driving Information to Consumers15-21Sources of Information21Search 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 Firms Information15-22Sources of Information22Consumers need ongoing incentives to return such as:product-related news featuresuser-related discussion forumsupdates on new productsWebsite design is also critical. Ongoing and repeat traffic requires relevant and frequently updated content. Driving Consumers to a Firms Information

Firms use various incentive techniques to encourage repeat traffic15-23Sources of Information2315-24Mobile Search24The Ford ad shows how mobile marketing efforts are used as an outlet to build awareness and excitement.

15-25Applications in Consumer BehaviorCourtesy Ford Motor Company2515-26Mobile Search and Marketing Strategy

26External 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 visitedNumber of alternatives consideredNumber of personal sources used, andOverall or combination measures

15-27Amount of External Information Search27Market CharacteristicsProduct CharacteristicsConsumer CharacteristicsSituation Characteristics15-28Costs vs. Benefits of External Search2815-29Costs vs. Benefits of External Search

29The type of decision influences the level of search, andThe nature of the evoked set influences the direction of the searchSound marketing strategies take into account the nature of information search prior to purchase.Two dimensions of search are particularly appropriate:15-30Marketing Strategies Based on Information Search Patterns3015-31Marketing Strategies Based on Information Search Patterns

31Chart1272476922

Region of the WorldEstimated Number of Users (millions)Estimated Number of Internet Users

Sheet1North America272Europe476Asia922

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Region of the WorldEstimated Number of UsersEstimated Number of Internet Users

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