Clip 5 - Anderl et al., 2016 - Customer-initiated channels
6 important questions on Clip 5 - Anderl et al., 2016 - Customer-initiated channels
As a customer initiated channel, what is Search?
What is the distinction that can be made in customer-initiated Search, and shortly explain this distinction.
- Branded Search or Direct Type-Ins - customer's actively use the retailer's brand name to initiate contact; Branded.
- Generic Search or Price Comparison - doing a general search; generic, unbranded.
For branded searches and generic searches customers are in 2 phases, which 2 are these?
- Higher grades + faster learning
- Never study anything twice
- 100% sure, 100% understanding
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When it comes to sales, what do CICs exhibit higher than FICs and why?
Thanks to the spillover effects of CICs there are benefits for FICs, which are these?
From which CIC to which CIC are there spillover effects?
The question on the page originate from the summary of the following study material:
- A unique study and practice tool
- Never study anything twice again
- Get the grades you hope for
- 100% sure, 100% understanding
