chapter 2 marketing Flashcards
importance weights
concept of customer involvement. how much customer cares about the given purhcase
pre purchase phase
- identify need or want
- search possinle solutions
- build consideration set
distinguising consumer motivation
- risk seeking or risk averse?
- conformity vs. individuality?
- utlitarian vs. hedonic
( having usefullness. practical vs. providing pleasure)
compensatory model
cost / benefits
one excellent attribute can compensate for a poor attribute
steps of consumer thinking
1) sensing and perceiving info( may be learned / stored in memory)
2) motivations - what consumers are seeking
3) attitudes and deciison making - subject to influence b good info
4) social norms (generational preferences / choices based on wealth)
post purchase phase
- customer satisfaction
- likelihood to repeat
- generate word of mouth
fixed ratio reinforcement
rewarded every time or every fourth time
operant conditioning
receiveing reward for doing something (usually on a schedule)
purchase phase
narrow your consideration set
decide on retail channel
how do marketers use the heirarchy of needs
identfiying product with certain level of needs
- offer an extended brand line that encourages a customer to reach ever higher in the pyramid
- brand managers thinking positioning brands as high in the pyramid as possible
non - compensatory
some attitudes are very important. if the brand has them - considered furether. otherwise CUT IT OUT
b2b purchase options
- straight rebuy (buying the usual brand)
- modified rebuy ( consider different brand)
- new buy (ex. don’t know which to consider)
perceptual fluency
although when you’re focusing on content of something, other info giving u an impression. such as colors, fonts
attitudes vs. beliefs
beliefs = opinions atttitudes = mix of beliefs and importance weights
maslow heirarchy of needs
food, water, sleep sex safety, security friendship, belonging self - esteem, respect SELF ACTUALIZATION FSFSS
