$15$ Multiple$-$Choice Assignment $($i$)$

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Marketing Strategies Based on Consumer Information Search Patterns

This activity is important because in order to best position their brand or product for consumers to be able to find it$,$ marketers must consider how consumers are searching for brands or products like theirs. How do you search for coffee shops near you? How do you search for a new book to read? Or a new foundation to try in your daily makeup routine? All of these considerations likely require different search strategies that may involve a Google search, asking friends, searching on social media, or any number of other search strategles.

The goal of this activity is to demonstrate your understanding of the marketing strategies that brands may adopt based on consumer's information search patterns.

Match the marketing strategy undertaken to the scenarlo it best describes.

$1$

Acceptance Strategy

$2$

Maintenance

Strategy

Capture Strategy

Match each of the options above to the items below.

Meddie always purchases Crest toothpaste. To ensure that she continues to do so$,$ Crest often sends her promotional deals in her Target app such as coupons for $50$ cents off Crest toothpaste.

Tommy typically goes to Starbucks for his morning coffee. Lately though, he has been unhappy with the quality and the amount of time he must wait in line. He starts seeing ads in his social media feed for Dunkin' that read "Tired of being late to work because you're waiting in line for your morning cup?"