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 LO 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 LO 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 LO Result of an imbalance between actual and desired states. Need Recognition
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Chapter 6 9 Need Recognition LO Marketing helps consumers recognize an imbalance between present status and preferred state. Present Status Preferre d State Internal Stimuli External Stimuli
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Chapter 6 10 Stimulus LO 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 LO 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 LO 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 LO 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 LO External Information Searches Need More Need More Information Information More Risk
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