MKT 100 Lecture Notes - Lecture 5: Operant Conditioning, Business Marketing, Root Mean Square

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: All

Document Summary

Lecture 05 consumer behaviour and b2b marketing. Consumers may skip some of these phases for some purchase decisions. Consumers may change the order of the phases. 2: evaluation of alternatives, purchase decision, post purchase behaviour. Arises when there is a perceived gap between one"s actual state and desired state. Internal search based on your previous knowledge or experience. External search researching online or asking family/friends. The role of marketers is providing information to consumers. Actual or perceived risk (performance, nancial, psychological, physiological, social, etc) (3) evaluation of alternatives. Compensatory making tradeoffs between features and being exibility (eg. Paying a little extra is worth it when getting better mileage) Mileage may be good but the price is too high so you don"t purchase it) Decision heuristics instead of going through a long process use a mental short cut (eg. I like the brand apple so i"ll purchase a laptop from apple)