Marketing Et Marketing Etc
Autor: Essays.club • July 9, 2017 • Creative Writing • 272 Words (2 Pages) • 996 Views
Marketing et marketing etc
==========
(3) Buyer Behaviors
Consumer Purchasing Process
Problem Recognition: Advertising can easily trigger the Consumers Physical, Social or Psychological needs.
Information Search
-Internal research: choice based on past experience.
-external search online reviews, friend and family previous experience in order to get the right information about specific product or brand.
Evaluating alternatives:
-The Evoked Set: come up with a list of brands that provides the needed criteria. Ex: if you are planning to buy a computer you might consider an evoked set containing “Apple, Sony and Dell “
-The inept set: “useless brands” brands excluded from the list.
-The inert set: “Good Brand but it does not offer any competitive advantages”. Indifferent consumer.
Purchase decision:
The Multi-attribute Approach
-Brand’s performance for each attribute
-Importance of each attribute
Positive attitudes toward brands help with brand extensions
Ex: adidas deodorant
Affect Referral Approach: consumer selects the product that provokes the most positive feelings. Ex: coca/ Elvis- Marilyn.
Consumer Attitude
- Cognitive component: what you know or think about an object. This can be formed through direct experience or what you learn from others. The knowledge you form becomes a belief. Ex: aid
-Affective Component: represent the good or bad feelings and emotions individuals have towards a brand. Ex: orange/ mentos
-Conative component “Your intention to buy a certain product or brand.”
Role of Marketing Messages
-strengthen current linkage
-modify current linkage
-create new linkage
Ex: kitkat
B-to-B Buying Process
Identify needs/ objectives/vendors
Vendor evaluation/selection
Post-purchase evaluation
Types
...