| The internet is the most recent tool that marketers are using to influence consumers. Discuss the impact of the Internet on the five stages of the CDM process. What happens differently, or how does the Internet use these processes to sell more efficiently? |
Internet Exercise #3: CDM Process
During this first stage, the consumer recognizes a need that can be satisfied by a purchase. What are the ways that Internet marketers are attempting to trigger consumers’ recognition of needs? * Internet marketers use browser cookies to keep track of consumers’ behavior. Browser cookie is a small piece of data sent from a website and stored in a user’s web browser while a user is browsing a website. * Internet marketers are attempting to trigger consumer’s recognition of a need through pop up and banner advertising. Through gathering customer’s email addresses and sending out emails with sales promotions and featured items * As a medium for communicating with customers or potential customers, the Internet allows the marketers to establish an active dialogue with consumers. By using on-line forums and more advanced interaction space, need recognition becomes more apparent through other consumers’ reviews. What are some things that Amazon.com is doing to activate need recognition? * Previous purchasing and browsing information enables Amazon.com to personalize each member’s main page with a variety of product recommendations. By studying individual purchasing and browsing history, Amazon.com recommends other products that individual mostly like to purchase. * Amazon also offers the deal of the day, lightning deals, best deals, and top coupons. Seeing these items offered at a saving may trigger a consumer to decide that they wish to purchase. * Amazon uses “the more buying choices” and “frequently bought together” to increase the consumers’ need recognition. The bundled sales can also stimulate consumption.
2. Alternative Search
Once consumers realize a need, they begin to search for potential ways to satisfy that need by finding information about the alternatives. There are five primary sources of information: internal, group, marketing, public, and experimental sources. How can the Internet provide information for consumers?
* The internet provides consumers with the ability to look up any product that they are considering purchasing and can compare features and pricing. * Another common source of alternative product information is product reviews by other customers. This method allows consumers to view reviews of products and also find reviews of sellers so that they can make informed decisions about the product and the place of purchase. * Internet stores provide the description of products sale with text, photos, and multimedia files. Some online stores provide links to supplemental products, such as instructions, safety procedures, demonstrations, or manufacturer specifications. Some provide background information, advice, and how-to guides designed to help consumers decide which product to buy. Which of the sources can the Internet influence?
* The internet primarily influences the internal, group, marketing and public sources. * Internal sources or personal experiences are shaped by the internet. The consumer can personally browse the web to gather information that will allow them to find alternative solutions to meet their needs. * Group sources are communication with family and friends. The internet allows family and friends to research products online and email links to various websites to one another. Positive or negative experiences online by family and friends will be shared and will influence the alternative search and purchasing decisions. * The internet influences marketing sources by providing a format for a variety of advertising formats from...