MKT 100 Lecture Notes - Lecture 5: Personal Knowledge Base, Marketing Mix, Customer Satisfaction

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Julie Kellershohn

Document Summary

Wait outside the classroom until you are called in. No extra time is granted if you arrive late. 50% metrics (15 questions @ 2 marks each) Only beverages allowed are transparent water bottles (labels removed) All other items to be left at front of class upon entry (jackets, bags, hats etc. ) No cell phones, pda, or other devices. The consumer decision process information search: need recognition. Functional vs. psychological needs people buy water when it comes free from the tap as well people buy carbonated water because they seem to think it"s a need. Buying something you think you need when really it"s a want (psychological) Internal search for information what"s in my brain that i already know: the buyer uses their own memory and knowledge about the product or service. External search for information looking outside the brain for information: the buyer seeks information outside his or her personal knowledge base to help make the buying decision.