MKT 723 Chapter Notes - Chapter 3: Switching Barriers
Document Summary
Objectives of services producers and marketers are to develop and provide offerings that satisfy consumer needs and expectations. Isolating differences in evaluation processes between goods and services is a classification. There are two categories of properties of consumer products: Search qualities consumer can determine before purchasing a product (color, style, price, fit, feel) Experience qualities discerned only after purchase/consumption (taste & wearability) Credence qualities characteristics that a consumer may be impossible to evaluate even after purchase and consumption. (treatments for a medical condition) Consumer choice (need recognition > information search > evaluation of alternatives > purchase) > Need recognition can use maslow"s hierarchy of needs. Information search this process can be extensive if the service is important to the customer, otherwise it"s a simple process. Information sources can either be personal or non- personal. Evaluation of alternatives services have a small group of competitors.