When consumers make a purchase, they progress through a series of behaviors. The consumerdecision-making process describes those behaviors and the activities that take place at eachstage. In order to increase sales, marketers are looking at the five stages and trying to find waysto influence the consumers as they progress through the CDM process.The Internet is the most recent tool that marketers are using to influence consumers. Discussthe impact of the Internet on the five stages of the CDM process. What happens differently, orhow does the Internet use these processes to sell more efficiently? Look up the websites in eachof the five stages. Type each stage and then answer the corresponding questions in welldeveloped paragraphs.Lastly, and most importantly, does your organization use the internet as a tool to reach andinfluence their target market? Which of the five stages does your organization try to achieve?
When consumers make a purchase, they progress through a series of behaviors. The consumerdecision-making process describes those behaviors and the activities that take place at eachstage. In order to increase sales, marketers are looking at the five stages and trying to find waysto influence the consumers as they progress through the CDM process.The Internet is the most recent tool that marketers are using to influence consumers. Discussthe impact of the Internet on the five stages of the CDM process. What happens differently, orhow does the Internet use these processes to sell more efficiently? Look up the websites in eachof the five stages. Type each stage and then answer the corresponding questions in welldeveloped paragraphs.Lastly, and most importantly, does your organization use the internet as a tool to reach andinfluence their target market? Which of the five stages does your organization try to achieve?How would you rate your organization’s website from a marketing perspective?Need Recognition — During the first stage, the consumer recognizes a need that can be satisfiedby a purchase. What are ways that Internet marketers are attempting to trigger consumers’recognition of needs? What are some things that overstock.com [www.overstock.com] is doingto activate need recognition?Alternative Search — Once consumers realize a need, they begin to search for potential ways tosatisfy that need that provides details about the alternatives. There are five primary sources ofinformation: internal, group, marketing, public, and experimental sources. How can the Internetprovide information for consumers? Which of the sources can the Internet influence? Whatimpact does the information available at Kelley Blue Book [www.kbb.com] have on consumers’alternative search?Alternative Evaluation — All the viable alternatives that can satisfy the need are evaluated andcompared against each other. Consumers select the brand which best satisfies the need as theirintended purchase. Many times comparing products is difficult because of complex productfeatures, numerous available choices, and physical distance between products in stores. Visitthe Home Shopping Network [www.hsn.com] and select any product category of your choice.How does this website help consumers compare product alternatives?Purchase Decision — The consumer decides to make a purchase of the intended brand,purchase a different brand, or postpone the purchase. The Internet plays a major role inconsumers’ purchase decisions. What are some Internet features that influence the purchasedecisions? Visit Amazon.com and discuss some of the ways they influence the consumer’spurchase decision. What role does UPS [www.ups.com] play in the purchase decision? Visit thesite of PayPal [www.paypal.com]; discuss the role of digital cash, credit cards, cash, andchecking accounts on the purchase decision.Post-purchase Evaluation — The consumer reviews the purchase and the entire purchaseprocess of the product. If consumers have doubts or second thoughts about a purchase, they experience post-purchase dissonance. How does eBay.com [www.ebay.com] allow consumersto review the purchase process? What are Internet marketers doing online to help customersavoid dissonance? Go to the website of a company with whose product you have been less thatsatisfied. What does the site do, if anything, to help you alleviate or avoid dissonance? Is thereanything else they could do? Discuss.
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