Plunge pool softer or fractured rock has been eroded back to a knickpoint, water continues to bombard its base. Because this rock is often less resistant than overlying strata, the water from the higher elevation continues eroding downward until an equilibrium is achieved. A somewhat similar bowl-shaped feature developed by flowing water, as opposed to falling water, is known as a scour hole. These occur both naturally and as a result of bridge building. Plunge pool A plunge pool (or plunge basin or waterfall lake) is a deep depression in a stream bed at the base of a waterfall or shut-in. It
Purchase funnel Purchase funnel The purchase funnel, or purchasing funnel, is a consumer focused marketing model which illustrates the theoretical customer journey towards the purchase of a product or service. In 1898, E. St. Elmo Lewis developed a model which mapped a theoretical customer journey from the moment a brand or product attracted consumer attention to the point of action or purchase. St. Elmo Lewis’ idea is often referred to as the AIDA-model, an acronym which stands for Awareness, Interest, Desire, and Action. This staged process is summarized below: The Purchase Funnel is also often referred to as the “customer funnel”, “marketing