Chapter 6 - Consumer Decision Making Marketing CHAPTER 6 1...

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Chapter 6 1 Marketing 6 CHAPTER Consumer Decision Making
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Chapter 6 2 Learning Outcomes Explain why marketing managers should understand consumer behavior Analyze the components of the consumer decision-making process Identify the types of consumer buying decisions and discuss the significance of consumer involvement Identify and understand the factors that affect consumer buying decisions LO LO LO LO
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Chapter 6 3 Explain why marketing managers should understand consumer behavior The Importance of Understanding The Importance of Understanding Consumer Behavior Consumer Behavior LO
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Chapter 6 4 Consumer Behavior Consumer Behavior Processes a consumer uses to make purchase decisions, as well as to use and dispose of purchased goods or services; also includes factors that influence purchase decisions and the product use.
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Chapter 6 5 Consumer Behavior LO Understanding Consumer Behavior Consumer behavior consumers make purchase decisions consumers use and dispose of product = HOW
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Chapter 6 6 Analyze the components of the consumer decision-making process The Consumer The Consumer Decision-Making Process Decision-Making Process LO
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Chapter 6 7 Consumer Decision-Making Process Postpurchase Behavior Purchase Evaluation of Alternatives Information Search Need Recognition Cultural, Social, Cultural, Social, Individual and Individual and Psychological Psychological Factors Factors affect affect all steps all steps
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Chapter 6 8 Need Recognition Result of an imbalance between actual and desired states. Need Recognition
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Chapter 6 9 Need Recognition Marketing helps consumers recognize an imbalance between present status and preferred state. Present Status Preferre d State Internal Stimuli External
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Chapter 6 10 Stimulus Any unit of input affecting one or more of the five senses: sight smell taste touch hearing Stimulus
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Chapter 6 11 Want A want exists when someone has an unfulfilled need and has determined that a particular good or service will satisfy it. Want
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Chapter 6 12 Recognition of Unfulfilled Wants When a current product isn’t performing properly When the consumer is running out of a product When another product seems superior to the one currently used
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Chapter 6 13 Information Search Internal Information Search Recall information in memory External Information search Seek information in outside environment Nonmarketing controlled Marketing controlled
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Chapter 6 14 External Information Searches
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Chapter 6 - Consumer Decision Making Marketing CHAPTER 6 1...

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