Chapter 5 - Marketing Exam Chapters 5 Chapter 5 Consumer...

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Marketing Exam Chapters 5 Chapter 5- Consumer Behavior: How and why people buy Extended Problem Solving vs. Habitual Decision Making Extended Problem Solving Habitual Decision Making Going to buy a New Car Going to buy cereal High level of involvement (important) Low level (not important) High Risk, expensive, complex product Low Risk, simple low cost product Careful when looking at info Respond to ads, signage or displays Learn about product inside and out Look at ads and what box says Needs lots of marketing, info, websites etc. Provide environmental cues at purchase Steps in the Consumer Decision Making Process: Step 1- Problem Recognition- when person sees difference in current state and wanted state it starts the process. o Marketing- encourage consumers to see existing state doesn’t = desired Step 2- Information Search- searches for info to make reasonable decision o Provide info when and where consumers are likely to search Advertise on TV, Internet, brochures, Website. Make sure sales people are knowledgeable Use Click Stream analysis - shows where people click on websites Use behavioral targeting- watching what consumers do online and delivering ads for what they are looking for ( Amazon, Google etc. ) Step 3- Evaluation of Alternatives o Evaluative Criteria- the dimensions used by consumers to compare competing product alternatives o Understand the criteria consumers use in comparing brands and comm. own brand superiority. Research most important evaluative criteria Create ads that include reliable data on superiority of brand Step 4- Product Choice o Heuristics- speedy decisions or assumptions that help the decision process Most popular- Brand Loyalty- where one likes the brand and buy from it continuously o Understand choice heuristics used by consumers and encourage your brand Advertise “Made in America” Stress long history of brand (brand loyalty) Step 5- Post purchase evaluation
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o Consumer satisfaction/dissatisfaction- overall feelings or attitude a person has about the product after buying it o Cognitive dissonance- the regret they may have after choosing among many choices when they feel they have picked the wrong thing o Encourage accurate consumer expectations Provide honest ads and sales presentations Influences on Consumer Decision Making Internal Influences: Perception - when one selects, organizes, interprets info from outside world o Exposure - the extent that a stimulus is able to be registered by senses o Subliminal advertising- hidden messages in advertising o Attention – the extent that one can process activity of a particular stimulus o Interpretation – assigning meaning to stimulus based on previous associations with it and assumptions they have made about it Motivation – internal state that drives us to satisfy needs by activating goal- oriented behavior o Hierarchy of needs- Maslow categorized motives according to importance, more basic being on the bottom and higher on top. Self Actualization-
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This note was uploaded on 04/24/2008 for the course BSNS 2810 taught by Professor Wiese during the Spring '08 term at Anderson University SC.

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Chapter 5 - Marketing Exam Chapters 5 Chapter 5 Consumer...

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