MKT 100 Lecture Notes - Lecture 6: Personal Knowledge Base, Determinant, Self-Actualization

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Marla Spergel

Document Summary

Mkt100 lecture 6 notes: step 1: need recognition. Unsatisfied need or want attempt to move from their need state to a different desired state. Pertain to the personal gratification consumers associate with a product or service: step 2: information search. The consumer examines his/her own memory of, knowledge about, and experiences with the product or service. Consumers seek information beyond their personal knowledge base to make the buying decision. Internal locus of control = engage in more search activities. Consumers can spend considerable time searching for both specialty and shopping goods or services; the difference lies in. Often occurs while consumers are engaged in the process of information search. Are the product or service features important to the consumer and on which competing brands or stores are perceived to differ. Bring along friends and never leave the comfort of your home. Sites such as shop together and sesh. com make it easy.