Session 9 - MG 220 MBA - 20 Sep 10

Session 9 - MG 220 MBA - 20 Sep 10 - > Click to...

Info iconThis preview shows pages 1–5. Sign up to view the full content.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: > Click to edit Master subtitle style MG 220 Marketing Management MBA 10 Fall 2010 Muhammad Talha Salam, Asst. Professor talha.salam@nu.edu.pk Access it online: www.slideshare.net/talhasalam Class Presentation | Session 9 | 20 Sep 2010 Part 3: Connecting with Customers > The Buying Decision Process: The Five-stage Model > What is Organizational Buying? > Participants in the Business Buying Process > Stages in the Buying Process > Institutional and Government Markets MG 220 Marketing Management Access it online: www.slideshare.net/talhasalam The Buying Decision Process The Five-Stage Model A Psychological Process which needs to be understood by Marketers MG 220 Marketing Management 22 { D 5 1 9 9 2 8 -6 0 4-4 E 2 C -B 0 B 3 -D 7 E 5 2 4 B 4 8 A } Problem Recognition { 6 B 7 B 5 6 4 5 -E E 4 -4 B C 0 -8 6 B-6 C E 5 D A 0 7 4 3 E 4 } Information Search { 9 0 5 2 5 F 1-8 A F 9 -4 F 8 6 -A 6 9 7 -5 D D B 6 3 9 E 7 F 7 } Evaluation of Alternatives { 5 6 4 0 B F 8 E -C 7 2 C -4 5 B F -9 A 7 D -0 B 7 1 B 8 9 0 C D E } Purchase Decision { F D E 5 9 8 A E -1 E A D -4 B F 3 -B 7 D C -3 7 E 1 2 B 5 9 D 0 D C } Post-Purchase Behavior MG 220 Marketing Management Access it online: www.slideshare.net/talhasalam The Buying Decision Process Stage 1: Problem Recognition A buyer recognizes a problemi.e. a need Either stimulated by Internal Stimuli (Hunger, Thirst, Tiredness) External Stimuli (Seeing an ad) Marketers: Need to identify circumstances that trigger a particular need Can Devise campaigns to generate external stimuli Particularly for high-end, luxury items MG 220 Marketing Management 33 MG 220 Marketing Management Access it online: www.slideshare.net/talhasalam The Buying Decision Process Stage 2: Information Search An aroused/interested consumer will be inclined to search for more information Now (s)he wants to buy and is looking for information Two levels of interest: Milder: Heightened Attention (pays attention to communication) Sharper: Active information search (finding information) Information sources: Personal MG 220 Marketing Management 44 { 7 D 0 3 0 A E 3 -4 0 F 9 -4 7 F C -A 6 2 C -E A 0 5 7 A 4 C 7 E 0 E }...
View Full Document

This note was uploaded on 10/24/2010 for the course BIT MG335 taught by Professor Davidlever during the Three '10 term at Australian National University.

Page1 / 17

Session 9 - MG 220 MBA - 20 Sep 10 - > Click to...

This preview shows document pages 1 - 5. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online