MKTG1204 Lecture Notes - Lecture 7: Price Level, Marketing Strategy, Conjoint Analysis
Document Summary
Mktg1204 week 7 - information search, evaluating and selecting alternatives. Focus is on external stimuli relevant to solving the problem. E. g. other people, advertisements, reviews, brochures, retailers, internet. Important to note that even in extended decision making with an extensive external search, the initial internal search generally produces a set of guides or decision constraints that limit or direct the external search. Internal sources are used most often (habitual decision making) Information from past searches or personal experience are stored in memory. Limited decision making involving mainly internal information - purchase made represents an unresolved problem that the purchase attributes would resolve. External sources include: personal, e. g. friends, family, opinions, attitudes, behaviours and feelings. Independent, e. g. consumer groups: online reviews by other consumers, marketing, e. g. advertising, websites, sta , professional information provided in brochures, articles or books. Desiree durrani (22135413) e. g. a fashion conscious consumer might: browse local fashion precincts, signup for online fashion newsletters e. g. shopbop. com, read fashion magazines.
