COMM 296 Lecture Notes - Lecture 1: Personal Knowledge Base, Marketing Mix, Dollhouse
Document Summary
Must ask why people buy goods or services. They perceive it to be the better value for them ratio of benefits to cost is higher for that product/service: the consumer decision process. The steps that consumers go through before, during and after making purchases. Need recognition information search alternative evaluation purchase post purchase. When consumers recognize they have an unsatisfied need and want to go from their needy state to their desired state. The greater the discrepancy between the two states, the greater the need recognition. Goods/services that are not necessarily needed but are desired: functional needs. Pertain to the performance of a product/service: psychological needs. Pertain to the personal gratification consumers associates with a product/service. Shoes have a functional need to keep feet clean but people pay for louboutins. One may value getting a good deal while another enjoys the attention and amenities.
