BU352 Lecture 4: Ch 4
Document Summary
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 need: pertain to the performance of a product or service. Psychological need: pertain to the personal gratification consumers associate with a product or service. A key to successful marketing is determining the correct balance of functional and psychological needs that best appeals to the firm"s target markets. Reminder, not overload, get attention, enough info about us, locate near item that we can buy together. The second step, after a consumer recognizes a need, is to search for information about the various options that exist to satisfy that need. The length and intensity depends on: perceived risk and importance of the product to the consumer. Internal search information: the buyer examines his or her own memory and knowledge about the product or service, gathered through past experiences.
