Triggering Need Recognition RICALIENTITAJS Mall laza del nort Reggie San Patricio Plaza Centro Gran Caribe Prime Outlet villa Marketers can facilitate need recognition through their choice of media and the timing of their ad insertions Restaurants frequently use billboards(above)in high traffic locations and run radio ads during meal hours C
16 16 © Copy rights reserved, Zou Deqiang Marketing in Action Marketers can facilitate need recognition through their choice of media and the timing of their ad insertions. Restaurants frequently use billboards (above) in high traffic locations and run radio ads during meal hours. Triggering Need Recognition
Step 2: Information Search Consumers need adequate information to make a reasonable decision Search memory and the environment for information Internal search Scanning memory to assemble product alternative information External search Obtaining information from ads, retailers, catalogs, friends, family, people-watching, Consumer Reports, etc c· Summer REports CARS O Copy rights reserved, Zou Deqiang
17 17 © Copy rights reserved, Zou Deqiang Step 2: Information Search • Consumers need adequate information to make a reasonable decision • Search memory and the environment for information • Internal search ¾ Scanning memory to assemble product alternative information • External search ¾ Obtaining information from ads, retailers, catalogs, friends, family, people-watching, Consumer Reports, etc
Do Consumers Always Search Rationally Some consumers tend to avoid external search, especially with minimal time to do so and with durable goods(e.g. autos) Symbolic items more external search High perceived risk, social risk Ongoing Purposeful Search Search O Copy rights reserved, Zou Deqiang
18 18 © Copy rights reserved, Zou Deqiang Do Consumers Always Search Rationally? • Some consumers tend to avoid external search, especially with minimal time to do so and with durable goods (e.g. autos) • Symbolic items = more external search ¾High perceived risk, social risk Ongoing Search Purposeful Search
Sources of Information Personal WOM Commercial Ads. PR Public 3rd party review, or consumer review Experiential Test drive, free sample Suggested reading: einforcing the Blockbuster Nature of Media: The Impact of Online Recommenders. October 03, 2007 in Knowledge@ Wharton O Copy rights reserved, Zou Deqiang
19 19 © Copy rights reserved, Zou Deqiang Sources of Information • Personal ¾WOM • Commercial ¾Ads, PR • Public ¾3rd party review, or consumer review • Experiential ¾Test drive, free sample Suggested Reading: Reinforcing the Blockbuster Nature of Media': The Impact of Online Recommenders, October 03, 2007 in Knowledge@Wharton Suggested Reading: Reinforcing the Blockbuster Nature of Media': The Impact of Online Recommenders, October 03, 2007 in Knowledge@Wharton
Product Features According to Search Search characteristics Experience characteristics s technical or subjective factors guarantees, return policy benefit of virtual communities services are always experience characteristics Credence characteristics O Copy rights reserved, Zou Deqiang
20 20 © Copy rights reserved, Zou Deqiang Product Features According to Search • Search characteristics • Experience characteristics ¾technical or subjective factors ¾guarantees, return policy ¾benefit of virtual communities ¾services are always experience characteristics • Credence characteristics