MKT 101 Lecture Notes - Lecture 8: Consumer Reports

• School: Hofstra University
• Department: Marketing (MKT)
• Course: MKT 101
• Professor: Hamby

Document Summary

Marketing: (cid:862)a(cid:374)ti(cid:272)ipatio(cid:374), (cid:373)a(cid:374)age(cid:373)e(cid:374)t, a(cid:374)d satisfa(cid:272)tio(cid:374) of de(cid:373)a(cid:374)d through the e(cid:454)(cid:272)ha(cid:374)ge. Consumer identifies a consumption problem that needs to be solved. Problem recognition: perceived difference between ideal/actual state. Ideal state: the way consumers would like a situation to be. Actual state: the real situation as consumers perceive it. Problem recognition occurs when consumers become aware of the discrepancy between the desired and actual states, ex: not knowing the dress code for a new job (just know when you walk in) Can be driven by (immediate) internal or external factors. Can be driven by future goals or aspirations. Can be driven by changes in personal circumstances. Putting consumers in a state of problem recognition may lead to action. Marketers use two techniques to stimulate problem recognition: Create a new ideal state (create needs, like you will only be happy if you buy this) The internal search is the process of recalling stored information from memory, they can be categorized in: