tanner-ppt-ch03 - PrinciplesofMarketing...

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by Jeff Tanner and Mary Anne Raymond by Jeff Tanner and Mary Anne Raymond Principles of Marketing
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Chapter 3 Chapter 3 Consumer Behavior— Consumer Behavior— How People Make Buying Decisions  How People Make Buying Decisions    ©2010 Flat World Knowledge, Inc.
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    ©2010 Flat World Knowledge, Inc. 3 M a r k e t i n g   d s w o h q u !
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Companies spend billions  studying consumer behaviors! Provided by : www.themegallery.com Getting the Answers Getting the Answers 4 ©2010 Flat World Knowledge, Inc.
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©2010 Flat World Knowledge, Inc. 5 1. Understand the six buying process stages 2. Distinguish between low and high involvement  buying decisions Learning Objectives Learning Objectives
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©2010 Flat World Knowledge, Inc. 6 Consumer Decision Making Process Consumer Decision Making Process
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©2010 Flat World Knowledge, Inc. 7 Consumer Decision Making Process, cont’d Consumer Decision Making Process, cont’d
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©2010 Flat World Knowledge, Inc. 8 Buying Decision Types Buying Decision Types
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©2010 Flat World Knowledge, Inc. 9 Distinct consumer buying phases 1.Realize a need 2.Search for information 3.Evaluate alternatives 4.Select a product and purchase 5.Assessing product performance 6.Disposing of the product Consumer level of involvement 1.Low involvement        inexpensive, low risk 2.High involvement        expensive, failure risk Key Takeaways Key Takeaways
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10 Learning Objectives  Describe situational factors affecting       what and when consumers buy.   Explain how marketing can make situational     factors work to their advantage. Factors Affecting Consumer Buying Behavior
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This note was uploaded on 04/09/2012 for the course MKT 3301 taught by Professor Johnson during the Spring '11 term at University of Houston - Downtown.

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tanner-ppt-ch03 - PrinciplesofMarketing...

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