Lecture 5 Ch5_BB

Marketing

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Jade S. DeKinder What You Should Know… What environmental scanning is What the 5 sources of changing environmental trends  are How the 5 sources affect marketing decisions
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Chapter 5: Consumer  Behavior Professor Jade DeKinder
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Jade S. DeKinder What You Will Know… Describe the stages in the consumer decision process Identify major psychological influences on consumer  behavior Identify major sociocultural influences on consumer  behavior
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Jade S. DeKinder Consumer Behavior The actions a person takes in purchasing and using  products and services, including the mental and social  processes that come before and after these actions.
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Jade S. DeKinder
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Jade S. DeKinder Purchase Decision Process Perceiving a difference between one’s actual vs. ideal state big enough to trigger a decision
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Jade S. DeKinder Purchase Decision Process Searching for product information
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Jade S. DeKinder Information Search Internal search Memory scan for previous experiences External search Personal sources Public sources Market-dominated sources
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Jade S. DeKinder Purchase Decision Process Clarifies the problem for the consumer by 1) suggesting the criteria to use for purchase  2) yielding brand names that might meet criteria  3) developing consumer value perceptions 
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Jade S. DeKinder
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Lecture 5 Ch5_BB - WhatYouShouldKnow...

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