8)

Bob is a competent, hardworking, and dependable MBA graduate who has just started a new job. He is looking forward to making his mark in the advertising world with the mid-sized, independent agency he has recently joined. With billings of about $30 million, the agency specializes in technology accounts. Bob is the newest member of the agencys top account team that consists of the agencys senior account executive, creative director, and account coordinator. During his initial meeting with the agency president, he was reminded about the tough economic times that agencies find themselves in and the need to get new accounts. Therefore, his new position will require that he not only learn about each account his team handles, but that he presents compelling analysis of potential clients to the account team for follow up. The president has promised him a raise and a promotion if he helps to win more business.

Bob is preparing his first presentation to the executive team that will include his recommendation for a specific productivity tool. He has spent many hours investigating different solutions and likes one product especially. This software product will enable each of the agencys account teams to integrate and assess diverse streams of data into a marketing performance and analysis dashboard. This instrument could help not only manage current clients, but also identify new ones with great potential. This would make Bob a hero in the presidents eyes. The cost of the software ranges from mid-five figures to high-six figures, depending on the agencys billings. In addition, the agency must subscribe to software upgrades to ensure the tool remains current, as well as participate in ongoing training seminars. He suddenly has this intense desire to ask his best friend down the hall (who is the top account executive at the agency) what he thinks

As the "consumer," Bob's first step in the purchase decision making process is this:

Select one:

a. Need Recognition

b. Search for information

c. Alternative Selection

d. Alternative Evaluation