Chapter 16 Internet Exercises - Monitor several chat sites or interest groups for a week. Prepare a report on how a marketer could learn about the following used by consumers by doing this.
a. Evaluative criteria
b. Decision rules - Visit Ski-Europe.com. Use the “Where should I go?” feature to select a ski area for vacation. On what decision rule does this feature appear to be based?
- Visit www.K2skis.com. Use the “Ski Selector?” feature to select a ski for your personal use or for a friend. On what decision rule does this feature appear to be based?
- Visit three websites for brands in the same product category. Using the brand information provided and the manner in which it is provided, determine what decision rule each brand appears to assume its market uses. If there are differences, how would you explain them?
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