MKT 100 Lecture Notes - Lecture 5: Toothpaste, Dolce & Gabbana, High Tech

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

Document Summary

Need recognition information search alternative evaluation purchase decision . Need recognition: the beginning of the consumer decision process; occurs when consumers recognize they have an unsatisfied need and want to go from their needy state to a different, desired state. Functional needs: pertain to the performance of a product or service. Gore-tex (its functional characteristics) north face prominently displays the material content on each piece of clothing and equipment they offer. Psychological needs: pertain to the personal gratification consumers associate with a product/service. Shoes provide functional need (keep feet clean: ch(cid:396)istia(cid:374) lou(cid:271)outi(cid:374)"s shoes (cid:272)a(cid:374) (cid:271)e (cid:271)oth ps(cid:455)(cid:272)hologi(cid:272)al that o(cid:448)e(cid:396)shado(cid:449) functional needs ( vs. ) For successful marketing, you must determine the correct balance between functional a(cid:374)d ps(cid:455)(cid:272)hologi(cid:272)al (cid:374)eeds that (cid:271)est appeals to the fi(cid:396)(cid:373)"s ta(cid:396)get (cid:373)a(cid:396)kets. Marketers use numerous tactics to either remind customers of a need or create new needs. Researching and understanding what products/services customers need or want and why, are the first steps.