Marketing Chapter 5 Questions

Marketing Chapter 5 Questions - Chapter 5 Questions 1. Name...

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1. Name the five stages in the consume decision process. a. Need recognition b. Search for information c. Evaluation of Alternatives d. Purchase and Consumption e. Post purchase 2. What differences mark the way a highly involved versus a less involved consumer looks at the information provided in an advertisement? a. Highly involved consumers spend more time researching and evaluating advertisements due to higher perceived risk in purchasing b. Less involved consumers use, at most, a moderate amount of effort and time 3. What is the difference between compensatory and noncompensatory decision rules? a. Compensatory decision rule: consumer, when evaluating alternatives, trades off one characteristic against another, such that good characteristics compensate for bad characteristics b. Noncompensatory decision rule: choose a product or service on the basis of one characteristic or one subset of characteristics, regardless of the values of its other attributes 4. Give some examples of needs suggested by Maslow’s Hierarchy o Needs. a.
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This note was uploaded on 09/18/2011 for the course MKT 201 taught by Professor Weinstock during the Spring '11 term at University of Miami.

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Marketing Chapter 5 Questions - Chapter 5 Questions 1. Name...

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