`` The Funnel We Need : Follow Customers As They Actually Behave

993 WordsJan 20, 20154 Pages
In the article, “The Funnel We Need: Follow Customers as They Actually Behave,” the three channels that influence customers and their decisions are the ‘Reach and Depth and Relationship,’ (RaDaR) that the buyer provides (Elliot, 2013). The author illustrates and describes the funnel and how the outer parts of the “funnel” lead to the inner part. Elliot also mentions that in the past there have been attempts to flip the “funnel,” or change the order of the channels, but have not been successful. The three channels provide information gathered over time about consumer behavior, which the textbook defines as “the process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires” (Belch & Belch, 2015, p. 110). After knowing how consumers generally make decisions, vendors are able to use these three channels to encourage the consumers to make more purchases. The first of the three channels is the “reach” channel in which consumers are given details of the product or the service. The consumers are drawn in or “reached” by the information of the product. Some of the examples of this type of advertisement are done through the TV, radio, print, word-of-mouth, and many more. This demonstrates the outer part of the “funnel,” because there are many ways to inform the consumer about the product and that is the very simple way to get a consumer to buy the product or

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