MARKET 1 Lecture Notes - Lecture 11: Mediacom, Rolex, Vacuum Cleaner
Document Summary
Performance is high but expectations are low=huge positive gap. Ways to increase satisfaction: increase quality, or lower expectations. Problem is you can"t sell something by lowering expectations. We need to not overhype theme though. Their share holders want them to come out with a new product. Types of decision making: usage will depend on the context. What drives a buying decision in these three categories is the level of involvement. Here we might actually look at the package, then make a decision not going to all over town though. Extended: time and effort information search and alternative evaluation. Deciding what you want to do the rest of your life. Deciding whether or not to have a child. Clothing? (maybe if you were shopping for something more important it would be extensive) If we think about watches, one way to compare, is a watch could be routine if it"s a really low priced.
