MKTG 347 Chapter Notes - Chapter 7: Dagmar Marketing, Diminishing Returns, Direct Marketing
1 Feb 2017
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Large companies have employed their own hierarchies, referring to them as purchase funnels. Used as planning guide to move consumers from awareness to final purchase. Funnels the number of consumers who go through the stages of the funnel decreases, fewer actually make a purchase than are actually aware of the product. Some argue that consumers don"t make their decisions in a linear fashion. Decision making has become more complex and dynamic, stages have become independent; can be influenced at any time during the process. Because of this marketers focus more attention on reaching consumers at the precise moment that most influences their decision. Must employ touch points including advertising, new reports, product experiences, and so on, throughout the buying process. Some say funnel is being threatened by new media that marketers must understand the impact of these media and adopt these strategies.
