Video Title: Yelp.com

Video Link: https://www.viddler.com/embed/11ce9b28

Summary:

Do you ever wonder why individual consumers purchase products and services? Locating and evaluating products and services are central to the consumer decision process and what has made Yelp.com so successful! Yelp.com is an online guide to local businesses and is home to millions of reviews. The company recognizes that consumers are deciding where to eat by reading consumer reviews provided through the latest technology. Yelp's philosophy is rooted in the understanding that customers prefer and believe opinions from real people rather than

professional critics. Yelp provides authentic feedback from real people and this guides

consumers through their own decision process. The reviewers become a reference group for

consumers. Businesses can become hot over night or fail quickly due to the Yelp effect! The

information posted in reviews is a valuable resource that helps businesses with consumer need recognition that can be turned into a future product or service offerings.

Reference groups

Discussion Question #1

What critical elements in the consumer decision-making process are at the heart of

Yelp.com's marketing philosophy?

Discussion Question #2

Why are selected reviewers considered a reference group for consumers looking for a place to eat on Yelp.com?