BUS 343 Chapter Notes - Chapter 4: Search Engine Optimization, Behavioral Targeting, Search Engine Marketing

• School: Simon Fraser University
• Department: Business Administration
• Course: BUS 343
• Professor: Zaheer Jiwani

Document Summary

Consumer behavior: the process involved when individuals or groups select, purchase, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and desires. Involvement: the relative importance of perceived consequences of the purchase to a consumer. Perceived risk: the belief that choice of a product has potentially negative consequences, whether financial, physical, and/or social. Problem recognition: the process that occurs whenever the consumer sees a significant difference between his current state of affairs and some desired or ideal state; this recognition initiates that decision-making process. Information search: the process whereby a consumer searches for appropriate information to make a reasonable decision. Search marketing: marketing strategies that involve the use of internet search engines. Search engine optimization (seo): a systematic process of ensuring that your firm comes up at or near the top of lists of typical search phrases related to your business.