Lemon & Verhoef

Question 1

3 stages of the customer journey

Answer 1

prepurchase, purchase, postpurchase

Question 2

BRAND-OWNED TOUCH POINTS

Answer 2

interactions during CJ designed and managed and under control by firm. All brand-owned media and any brand-controlled elements of the marketing mix (Bv. advertising, websites, loyalty programs, attributes of product, packaging, service, price, convenience, sales force)

Question 3

prepurchase behaviors 3x

Answer 3

need recogniton, consideration, searxh

Question 4

prepurchase behaviors 3x

Answer 4

need recogniton, consideration, searxh

Question 5

PARTNER-OWNED TOUCH POINTS

Answer 5

customer interactions during the experience that are jointly designed, managed, or controlled by the firm and one or more of its partners. (bv. Marketing agency). It is the firm who start the initiative.

Question 6

CUSTOMER-OWNED TOUCH POINTS

Answer 6

: actions that are part of the CJ but that the firm or partners does not control (Bv. Customers thinking about their own needs or desires in the pre-purchase phase, review videos, instructional videos) These are most relevant in the post purchase phase.

Question 7

SOCIAL/EXTERNAL/INDEPENDENT TOUCH POINTS

Answer 7

: Recognize the important roles of others that may influence the process. (Bv. other customers, peer influences, independent information sources, environments)

Question 8

purchase stage behaviors 3x

Answer 8

choice, ordering, payment

Question 9

postpurchase behavor 4

Answer 9

consumption, usage, engagement, service requests