jan, 3rd 2008 - Principles of Marketing February 3, 2008...

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Principles of Marketing February 3 , 2008 Five purchase decision process 1) Problem recognition- preceding a difference in the consumer’s current situation vs. his or her ideal situation strong enough to consider a decision for change. 2) Information search- investigating which product or service might provide for a newly discovered need. a) Internal search- when you scan your memory for previous experience with products or brands. b) External search- scanning the environment for satisfied products and brands. 1. Personal source- friends and relatives. 2. Public source- Consumer ad cavy source. 3. Marketer dominated search- information that is received from seller’s e.g. sales people, advertising and company websites etc. Alternative Evaluation - examining both objective and the subjective components of the buying decision. a) Objective free of any bias or prejudice caused by personal feelings. b)
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This note was uploaded on 09/04/2008 for the course MKTG 301 taught by Professor Leahy during the Spring '08 term at American Dubai.

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jan, 3rd 2008 - Principles of Marketing February 3, 2008...

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