Ted becomes aware of a need for a ski vacation and does research online to find potential options. He evaluates different resorts and packages, considering factors like price, amenities, and reviews from other visitors. Ted ultimately decides to purchase a vacation package to Vail, Colorado based on positive reviews and special discounts he found during his research.

1. Buyer ActionBuyer Action
Need RecognitionNeed Recognition ResearchResearch EvaluationEvaluation PurchasePurchase ReviewReview#2#2
2. Research2. Research 5. Review5. Review3. Evaluation3. Evaluation 4. Purchase4. Purchase
Description of Activity:
• Research:
o Search for
solutions to
problems and/or
opportunities
Description of Activity:
• Need Recognition:
o Identification of
Problem or
opportunity
1. Need1. Need
Description:
• Buyer becomes aware
of a problem or
opportunity
• Buyer agrees they have
the same problem
Influencers: Thought
leaders, peers
Description of Activity:
• Purchase:
o Purchase of the
service that
satisfies the need
Description of Activity:
• Evaluation:
o Assessment of
alternatives
o Gather detailed
information about
solutions
Description of Activity:
• Review:
o Did the purchase
accomplish its
objective?
o Were any risks
realized?
#1#1 #3#3 #4#4
Description:
• Buyer finds our solution
• Buyer finds competitive
solutions
Influencers: Thought
leaders, review sites,
customers, blog, real
experiences
Description:
• Buyer evaluates our
solution vs. competitive
solutions
• Buyer enters “trial”
Influencers: Deals,
coupons, special
events, discount
packages
Description:
• Buyer makes decision
to purchase
Influencers: Ease of site
experience for
comparison, research
transactions occur on
mobile devices, app
Description:
• Buyer reviews the
service
• Buyer becomes a
product/service
enthusiast or critic
Influencers: Customers –
kids, too, photo
journals, online
scrapbooking with
soundtrack – memory
souvenirs
Buyer ActionBuyer Action Buyer ActionBuyer Action Buyer ActionBuyer Action Buyer ActionBuyer Action
Seller ActionSeller Action
Description:
• Secure checkout
• Provide a safe
purchase environment
– mobile and app
Description:
• Satisfaction survey
• Merchandising
• Spring Back to Vail
countdown
Seller ActionSeller ActionSeller ActionSeller Action
Description:
• Online “Free” Trial
• Social concierge who
interacts with buyer
through personalization
Seller ActionSeller Action
Description:
• Optimized website
• Lead form
• Coupons at restaurants,
kids eat free
Seller ActionSeller Action
Description:
• Build “need” into key
messaging – Take Vail
Home with You
• Offer incentives for
year-round
Purchase Cycle

2. Ted’s decision making process
Need:
Research:
Evaluation:
Purchase: