MKTG 317 Lecture Notes - Lecture 3: Genius Bar, Body Language, Brand Loyalty
28 Feb 2016
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5 stage process: need recognition, information search, evaluation of alternatives, purchase, post purchase behaviour. Need recognition can be internal or external: i. e. i"m hungry or you see chocolate bars for sh. 99, marketers can create need recognition (make people realize that they have a need) by: Information search can also be internal or external: can take a long time (doing research) or a short time by looking at a product you purchase often, e. g. flyers, samples, well-trained staff to answer questions. E. g. of criteria: price, colour, model: to encourage consumers to pick you over competitors, you can use: Purchase: decide how much to buy may buy more if there is a sale, how you want to pay. Companies should provide a variety of ways to pay (credit, debit, cash: where you want to get it (if the store is closed, you might go to a competitor, can offer rainchecks or offers. Does the product meet the customer"s expectations? (cid:1) (cid:1)
