Chapter 7 Flashcards
A company can only deliver value with an…
accurate and timely understanding of the customer
Motivation
The stimulating power that induces and then directs behavior
Attitude
One’s learned predisposition to respond to an object or class of objects in a consistently favorable/unfavorable way.
Psychological attributes
Motivation, Attitude, Perception, Learning, Personality (PLAMP)
Brand personality
Sincerity, Excitement, Competence, Sophistication, Ruggedness (SERCS)
Sincerity
Down to earth, honest. (Braum’s)
Excitement
Daring, spirited, imaginiative (Apple, Porche)
Competence
Reliable, Intelligent, Successful (Toyota, Honda)
Sophistication
Upper class, charming (Tiffany & Co.)
Ruggedness
Outdoorsy, and tough (Jeep)
Cultural Factors
Subculture, Language, Values Resiliency
Situational factors
Physical Surroundings, Personal Circumstances, & Time
Problem Recognition can be divided up into…
Real (Present) State, and Preferred State
Search For Information can break down into…
Minimal search, limited search, and an extensive search
Information Sources
Internal & External (Nonmarketing [angie’s list] & marketing controlled websites)
Defining the Set of Alternatives
Complete Set, Awareness Set, Evoked Set
Complete Set
All options consumer considers viable
Awareness Set
Early phase of option assessment/reducing complete set
Consideration (Evoked) Set
Most viable options (usually 2-3 options)
Product Choice Decision breaks down into…
Physical surroundings, social Circumstances, Time, and State of Mind
Post Purchase Assessment breaks down into…
Dissonance, Use/Non Use, Disposal, & Satisfaction/Dissatisfaction
