Week 4 Class 2

The Consumer Decision Journey

Interesting:
1.) The consumer decision journey is more of a circle rather then a funnel with four primary phases where marketers can either win or lose ; initial consideration, active evaluation, closure, and post purchase.
2.) Passive (buy but don't recommend)  vs Active (buy but continue to recommend and push the brand to others) loyalists
3.) One consequence of the new world of marketing complexity is that more consumers hold off their final purchase decision until they’re in a store.

Questions:
1.) How do you tailor a message that can appeal to most consumers but not offend or turn off others? How can you make them so that there are no open ended promises?
2.) In what way can you push products but also be informative, supportive, and provide them with the full experience without seeming out of touch?
3.) How do you influence word of mouth or internet information sites if those are strictly processed by consumers themselves?

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