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    In-store versus online purchase

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    - Compare and contrast application of the information search phase of the consumer decision process to in-store purchases and online purchases.

    - Include practical examples of each placement strategy (in-store and online) within your response.

    - Explain why marketers should consider what happens during the information search phase of the consumer decision process when they create their marketing mix strategy.

    - Recommend methods that marketers can implement to lessen post-purchase dissonance. Include an in-store example and an online example.

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    Solution Summary

    While preparing marketing strategy for a product or service, marketing planners have to take into consideration how the information search stage in the buying decision making process will influence in-store and online purchase process. The impact of this phenomenon on marketing mix strategy also needs to be studied in order to come up with the most effective marketing program.