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Funnels and customer journeys

A stage where a person first becomes familiar with an offer or need.

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Prerequisites

Percentages and basic business vocabulary.

Study notes

Awareness

A stage where a person first becomes familiar with an offer or need.

Consideration

A stage where alternatives are compared and evaluated.

Conversion

A defined desired action such as a purchase, registration or request.

Retention

Ongoing value and engagement after an initial conversion.

Worked examples

Which term best matches this description: A stage where a person first becomes familiar with an offer or need.

Awareness is the matching concept in this lesson.

Awareness

Which term best matches this description: A stage where alternatives are compared and evaluated.

Consideration is the matching concept in this lesson.

Consideration

Check your understanding

  1. Which concept would you apply first in a situation where a defined desired action such as a purchase, registration or request.

    1. Conversion
    2. Retention
    3. Consideration
    4. Awareness

  2. Name the concept described as: Ongoing value and engagement after an initial conversion.

  3. Which statement about Awareness is most accurate?

    1. A defined desired action such as a purchase, registration or request.
    2. Ongoing value and engagement after an initial conversion.
    3. A stage where a person first becomes familiar with an offer or need.
    4. A stage where alternatives are compared and evaluated.

  4. Explain one important difference between Awareness and Consideration.

Answers and marking guidance

Answers and marking notes
  1. Conversion

    The scenario directly calls for Conversion.

  2. Retention

    The intended concept is Retention.

  3. A stage where a person first becomes familiar with an offer or need.

    The definition in the lesson notes gives the required condition.

  4. Awareness: A stage where a person first becomes familiar with an offer or need. Consideration: A stage where alternatives are compared and evaluated.

    Credit a clear distinction using both definitions and an appropriate example if supplied.

Further reading and review references

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