Lesson 1

Question 1

What is customer experience?

Answer 1

it is the totality of cognitive, affective, sensory, and behavioural consumer responses during all stages of the consumption process including pre-purchase, consumption and post-purchase stages.

Question 2

What are the 3 sources of Utility

Answer 2

1. Anticipate Utility (Before)
2. Experience Utility (During)
3. Retrospective Utility (After)

Question 3

What is Utility

Answer 3

A measurement of an experience’s satisfaction reward and pleasure, the higher the satisfaction the better.

Question 4

Explain the 3 sources of Utility

Answer 4

Anticipate Utility (Before)
o How much utility you anticipate to gain from the experience
Experience utility (During)
o The actual utility gained from an experience
Retrospective Utility (After)
o The utility you remember from having this experience  create memory affect WOM (Word Of Mouth)

Question 5

What is the basic consumption process

Answer 5

Need ,Want, Exchange, Cost and benefits, Reaction, Value

Question 6

List the Consumer purchase cycle

Answer 6

Trigger: Start to think about the product
Consider: Think about needs
Search: Collects into via Salesperson, friends, website, advertising etc.
Choose: Compares purchase options
Buy: Makes purchase
Use/Experience: Does brand/product deliver expected results
Advocate: Consumer actively promotes brand’s services

Question 7

list and explain the parts of the understanding market philosophy

Answer 7

Production: What can we make or do best? I.e. fast food making food fast
Sales: How can we sell more aggressively?
Marketing: What do customers want and need? (more of researching and analysing)
Societal: What do customers want/need and how can we benefit society? E.g. eco friendly products