Sinem's Notes-Session 16 (1)

Sinem's Notes-Session 16 (1) - & 0 .(+ e.oc~ re LQ)Jon+...

Info iconThis preview shows pages 1–6. Sign up to view the full content.

View Full Document Right Arrow Icon
& 0.(+ e.oc~ leo-ure- vU \-\-"'" 0- re LQ)Jon+- w\1eJ')t- --i op\ c I ~or (2,c Offif le Icr r -thh IQc cJre.- \+ c:oul~ b ~ CCO('0C-\-\ C-S . f\ Lor wi ca m p oJ c3(1 ~ MICHIGA N MKT 313 CONSUMER BEHAVIOR Prof. Carolyn Yoon Session 16 March 14, 2011 Winter 2011 © Copyright 2011 by Carolyn Yoon. All rights reselVed or lj _pod CPJh 1)0;1£ cPo l Problem Recognition Ideal (Desired) State: Actual State: Where we want to be Where we are now 1
Background image of page 1

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

View Full DocumentRight Arrow Icon
Problem Recognition Need recognition "Solve my problem now" "I have a problem" e.g., Christmas shopping e.g., facial debris and Sky-Mall catalog e.g. , overweight e.g., Wal-mart and flu "I may have a problem" shots e.g., termites "Solve my problem how" e.g., acid reflux disease e.g., 1-800-CALL-A TT "I will have a problem" e.g., "Talk to my physician e.g., funeral expenses about Allegra" e.g., wrinkles Need Get consumers to perceive a need Definition of a need: discrepancy between actual and desired state Desired state Desired state Actual state Actual state Can move perceived up or down 2
Background image of page 2
Triggers of Need Recognition Inventory runs out Family life cycle • Changing reference groups • Dissatisfaction Boredom, novelty seeking • New needs- ads/new products can stimulate Stinlulating Problem • Create a new ideal state • Create dissatisfaction with actual state Position as solution to problem 6 3
Background image of page 3

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

View Full DocumentRight Arrow Icon
How Can Marketers In'fluence Need Recognition? • Educate consumer • Remind consumer • Exaggerate problem Information Acquisition/Search Different Ways of Classifying Search: INTERNAl EXTERNAL Internal search VS. External • Which is more believable? u~e.nd> on ®flIfl-f/L/ hav bCdlleor/ 4
Background image of page 4
Internal Search: Searching for I nformation from Memory • Degree of internal search • Kind of information recalled: • Brands • Attributes • Evaluations • Experiences Is internal search accurate? • Confirmation bias aJ J., A • Inhibition -=')co-J-V~ ~ -rites ~ lr • Consumers don't always consider key aspects • Consumers recall other, more accessible attributes • Mood External Search • External search - influenced by MAO!
Background image of page 5

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

View Full DocumentRight Arrow Icon
Image of page 6
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 02/09/2012 for the course MKT 303 taught by Professor Rajeevbatra during the Fall '11 term at University of Michigan.

Page1 / 17

Sinem's Notes-Session 16 (1) - & 0 .(+ e.oc~ re LQ)Jon+...

This preview shows document pages 1 - 6. Sign up to view the full document.

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