This is the point in the buying process where customers look at the choices
available, including the opportunity cost of not choosing the next-best alternative. Considerations,
such as service, price and convenience, are part of the evaluation process. Reaching out to
trusted friends, family or social networks to seek out these answers has a substantial impact on
evaluation. Community e-marketing functions, such as community marketing, customer feedback,
message boards, customer reviews and blogs, will also provide the tools to help customers
though the evaluation process toward their purchasing goal.