3Cs Flashcards
1
Q
Consumer: aspects of behavior
A
- Value creation and customer needs
- Consumer decision-making process
- Attitudes and perceptions
2
Q
Consumer: value is subjective
A
- Economic ($$)
- Experiential
- Functional (features)
- Social (comunity)
3
Q
Consumer: experiential value
A
n Design
n Brand
n Service
4
Q
Consumer: decision process
A
Need Recognition
Information Search
Evaluation &Purchase
Post-Choice Evaluation
5
Q
Consumer: Need Recognition
A
n Deprivation
n Context
n Product
n Direct highlighting
6
Q
Consumer: when information search, Consideration Set Formation
A
- Memory-based
- Stimulus-based
7
Q
Consumer: Perception
A
- Selective retention (attitudes)
- Selective distortion (beliefs)
- Selective Attention (screen out info)
- Basic Perception (compress info)
8
Q
Consumer: emerging view
A
consider
evaluate
experience
buy
9
Q
Company: core competency
A
- access to a wide variety of markets
- substantial contribution to the perceived customer benefits
- Difficult to imitate
10
Q
Company: obstacles to cc
A
Strategic Business Units (SBUs) lead to:
• Underinvestment in CC
• Imprisoned resources
• Bounded innovation
11
Q
Competition: competitive strategy
A
low cost
differentiation
solutions
