Using information situations to guide marketing strategy

Paul N. Bloom · James E. Pailin

50 citations0/0 files storedJournal of Consumer Marketing

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Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

Learning about whether target markets face search, experience, or credence situations when assessing a company′s product or service can help in formulating more effective marketing strategies. Depending on the information situation of the targets, a company may want to vary the information content and amount of its advertising, its use of brand names and warranties, its emphasis on personal selling, and other elements of its marketing program. Offers several propositions to guide marketing decision making.

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References

1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 2000Marketing management: analysis. planning. implementation and control 1970Information and Consumer Behavior 1973Free Competition and the Optimal Amount of Fraud 1974Advertising as Information 1985Problems and Strategies in Services Marketing 1986Price and Advertising Signals of Product Quality 1991A Test of Services Marketing Theory: Consumer Information Acquisition Activities

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1999Measuring Service Quality in Hospitals: Scale Development and Managerial Applications 2004Modeling consumers' choice behavior: an application in banking 2013Advertising corporate social responsibility 2011Exploring small manufacturing firms’ process of accessing external expertise 2018Different channels for different services: information sources for services with search, experience and credence attributes 2002Using the incomplete information framework to develop service provider communication guidelines

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