2 Responding to Consumer Problems Once a consumer problem is identified the

2 responding to consumer problems once a consumer

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2) Responding to Consumer Problems: Once a consumer problem is identified, the manager may structure the marketing mix to solve the problem . This can involve developing a new product or altering an existing one, modifying channels of distribution, changing pricing policy, or revising advertising strategy. 3) Helping Consumers Recognize Problems: There are occasions when the manager will want to cause problem recognition rather than react to it. There are several methods to activate problem recognition: a. Generic versus Selective Problem Recognition b. Approaches to Activating Problem Recognition c. The Timing of Problem Recognition 4) Suppressing Problem Recognition: As we have seen, competition, consumer organizations, and governmental agencies occasionally introduce information in the
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marketplace that triggers problem recognition that particular marketers would prefer to avoid. CHAPTER 15: 1. Kerri is purchasing a new washer and dryer. Name and describe all the primary sources of information available to her. a. Memory of past searches, personal experiences, and low-involvement learning b. Personal sources, such as friends, family, and others. c. Independent sources, such as magazines, consumer groups, and government agencies d. Marketing sources, such as sales personnel, websites, and advertising e. Experiential sources, such as inspection or product trial 2. Grant is the marketing manager for a consumer package goods manufacturer. He realizes that consumers use nominal decision making when purchasing his products. Explain how the marketing strategies and tactics he should use would differ if his company's brand is in the consumers' evoked set compared to when it is not. a. When his company’s brand is in the consumer’s evoked set, he should conduct mantainance strategy marketing in deep side rather than wide side focus on improve their product such as adding value to their product or provides existing customer more like warranty policy or particular promotion. Thus when the customer want to buy this kind of product, they will search information his products and realizes that your product is good. b. However, if his products is not in the consumer’s evoked set, he should conduct discrupt focus on conducting marketing strategy in the wide side. It means that he can spend more money to advertise his product to the customers and instead of adding some special value for loyal customers, he have to develop the features which closer to the normal customer. CHAPTER 16: 1. Amelia is a marketing researcher and conducts studies to determine which evaluative criteria consumers use in a given purchase situation, their judgments of brand performance on specific criteria, and the relative importance they place on evaluative criteria. Explain how Amelia does this.
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To determine which criteria are used by consumers in a specific product decision, Amelia can use either direct or indirect methods of measurement.
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