ADV 150 Lecture Notes - Lecture 15: Social Class
20 Oct 2016
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Document Summary
Problem/need recognition: what want differs from what have desired state differs from actual state. Desire to resolve problems - two factors. Magnitude of discrepancy between desired and actual states. Awareness set - brands people aware of. Evoked set - brands which come to mind in cdm situations top mind awareness . Consideration set - brands acceptable for further consideration. Inert set - person is indifferent about these brands. Independent - consumer groups and government agencies (social media) Product positioning - place brand occupies in consumer"s mind; relative to competitor brands. Repositioning - hanging place brand occupies in consumer"s mind; relative to competitive offerings. Heuristics - rules of thumb people use to make decisions. The store (specific items or variety or products) Social conditions at the store (music; lighting) Staff - affect mood, effort, commitment, knowledge and skill.
