High Involvement Decision making

High Involvement Decision making - specifics that would be...

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18:20 High Involvement Decision making Problem recognition Information Search step in high involvement decision making consumers do less external information search than we believe.  marketer’s need to facilitate consumer information search (external) make it easier for  the consumer to gather information and value it.  Brand’s competitive advantage* brand  many serve some point of differentiation. Information types: .Brand Awareness ----- Brand attitude/preference for the brand/differentiation a.  1. Brand name + product class Example: ALLY – consumer banking  Bought out G.M.A.C. by investors b. 2. Image/position in the product class b.i. Ex: sony  quality, technology b.i.1. Higher price 3.  Brand’s performance (most common) on attributes consumer’s see as important
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Unformatted text preview: specifics that would be measurements of performance, reliability, quality Car: M. P. G. Warranty Car: safety or congenity on attributes consumer’s see as important 4. Unique attribute/benefit. Our brand has what others don’t only parents, industries first *fleeting advantage for a small period of time example of all 4 types “pacific coast” Brand Recognition A. Information Types B. Information Sources Look at all of the sources: represented pretty easily by four sources Marketer dominated Personal Selling Advertising in any way shape of form Word of mouth communication Independent testing org/publication Non marketer dominated Left side: 2-way communication/interaction Rightside: 18:20 2. 18:20 3....
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This note was uploaded on 01/19/2012 for the course MKT 301 taught by Professor Staff during the Spring '08 term at Miami University.

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High Involvement Decision making - specifics that would be...

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