03__The Customer--How Buyers Make Decisions

03__The Customer--How Buyers Make Decisions - Their needs...

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The Customer How Buyers Make Decisions MKTG 3010 Spring 2011
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1. Consumer Behavior 2. How People Buy
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Consumer Behavior 101 Perception a system we use to select, organize, and interpret information.
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Consumer Behavior 101 Attitude An emotional disposition toward a person, situation, or object.
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What’s your attitude?
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What’s his attitude?
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What’s her attitude?
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Why do people buy?
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Need a lack of something useful.
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Incoming stimuli Perceptual system Search process Response Reinforcement Their needs How People Buy A step by step guide
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Incoming stimuli Perceptual system Search process Response Reinforcement Their needs  & wants
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Incoming stimuli Perceptual system Search process Response Reinforcement Their needs  & wants
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Incoming stimuli Perceptual system Search process Response Reinforcement
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Unformatted text preview: Their needs & wants Establish our product as a want Cues and informatio n Drive State Incoming stimuli Perceptual system Search process Response Reinforcement Their needs & wants Incoming stimuli Perceptual system Search process Response Reinforcement Their needs & wants Cognitive dissonance Incoming stimuli Perceptual system Search process Response Reinforcement Their needs & wants Purchase or postpone Incoming stimuli Perceptual system Search process Response Reinforcement Their needs & wants Incoming stimuli Perceptual system Search process Response Reinforcement Their needs & wants Persuasion is managing this process. 1. Consumer Behavior 2. How People Buy...
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03__The Customer--How Buyers Make Decisions - Their needs...

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