Information search occurs in response to a recognized problem that is deemed important enough to resolve. Because an internal information search is much easier, less timeconsuming, and less expensive than an external search, internal search generally occurs first. This involves bringing relevant information from what is retained in longterm memory into current memory. If no satisfactory solution can be obtained, then an external information search would follow if warranted by the nature of the problem and its importance. Information search also occurs on an ongoing basis for products and activities with which a consumer is involved.An external search for information can include: (a) the appropriate evaluative criteria for the solution of the problem, (b) the existence of various alternative solutions, and (c) the performance of each alternative solution on each evaluative criterion.

Sound marketing strategy takes into account the nature of information search engaged in by the target market. The level of search and the brand's position in or out of the evoked set are two key dimensions. Based on these two dimensions, six potential information strategies are suggested: (1) maintenance, (2) disrupt, (3) capture, (4) intercept, (5) preference, and (6) acceptance.

Find a product (product also means service or app) that illustrates the use of each strategy (I.e. One product per strategy. Six products total.). Justify your selections and discuss why you believe each company is using the marketing strategy for the products you selected.