At the weekly meeting for Choice Hotels, the marketing manager said, "We need an inexpensive creative way to increase awareness of our hotels among people who travel by automobile. To do that, I want to find a different advertising medium that the other hotel chains are not using now." The purchase of this advertising on an alternative medium would be an example of a(n) .

The correct answer is New buy.

Explanation:

The purchase process is the phases through which a person goes from when he realizes he has a need until he acquires a product or service to solve it.

The purchase process consists of 4 phases:

Phase 1 - Awareness

The first phase that takes place in a purchase process is one in which the user realizes that he has a need, problem or motivation that he wants to solve.

For example, in the case of buying a new computer, the user would realize that he has a problem because his computer does not work well or does not have the capacity he needs to work correctly or save all files.

Phase 2 - Research

After the user realizes that he has that need, he begins an investigation to learn and collect information about his problem, need or motivation.

In the case of the previous example, for example, the user would use the search engines, websites or blogs to understand what the problems of his computer may be and how he can solve them.

Phase 3 - Decision

After the investigation phase, the decision phase occurs in the purchase process. At this stage, the user already knows and understands their problem, need or motivation and makes an in-depth investigation into what alternatives exist in the market to solve it. This phase ends when, among all the alternatives, the user selects the one that best suits him.

In the case of our example, the user would investigate possible alternatives to solve his problem: buy a computer of another model, expand the memory of his computer, repair it ... And select one of these options.

Phase 4 - Action

The last phase of the purchase process implies that the user is already clear about which product he is going to buy and collects information about companies that offer this product or service. Finally, it will take action and buy it.

In the example of the computer, the user would, for example, purchase the computer or the product or service that he chose in the previous phase.

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