MKT 340 Lecture Notes - Lecture 3: Personal Knowledge Base, Determinant, Decision Rule
7 Feb 2020
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Need recognition: the beginning of the consumer decision process; occurs when consumers recognize they have an unsatisfied need and want to go from their actual, needy state to a different, desired state. Greater the discrepancy between two states, the greater the need rec. Functional needs: pertain to the performance of a product or service. Psychological needs: pertain to the personal gratification consumers associate with a product and/or service. Successful marketing requires determining the correct balance of functional and psychological needs that best appeal to the firm"s target markets. Exposure to an advertisement, the sight of a pretty dress in a shop window. Length and intensity of the search are based on the degree of perceived risk associated with purchasing the product or service. Internal search for information: occurs when the buyer examines his or her own memory and knowledge about the product or service, gathered through past experiences.
