Outline how you will use the marketing mix to

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Unformatted text preview: competitive advantage. Need 1 – State some assumption about your market and consumers Motivation to Act Awareness 2 1 Utility dynamics affect frequency of consumption, purchase or usage 6 Time 1 Lecture 14 Lecture 14 Model of Consumer Behaviour Model of Consumer Behaviour Revision Revision Problem Recognition Problem Representation In the exam: Problem representation is problem recognition mediated by the perceptual process. – Discuss how you will use the process of problem recognition to aid consumers in recognising a need state: The variables that you can affect are: Exposure – Desired state (consumer goals, need hierarchy) – Actual state (post-purchase effects: consumption, usage, satisfaction) (post- Awareness – Awareness (perception) (Recognition) – Motivation (Hull’s drive theory, behaviour control systems) – Discuss how you will manage the need dynamics Representation The variables that you can affect are: Attention Integration – Timing of problem recognition Interpretation – Discuss how you will defend the market of existing consumers from recognising 7 a need for a competitor’s product. Lecture 14 8 Lecture 14 Model of Consumer Behaviour Model of Consumer Behaviour Re...
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This note was uploaded on 06/08/2013 for the course MARK 1012 taught by Professor Mohammad during the One '12 term at University of New South Wales.

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