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MKTG 25010 Study Guide - Quiz Guide: Sonicare, Consumer Reports, Selective PerceptionExam


Department
Marketing
Course Code
MKTG 25010
Professor
Lawrence J.Marks
Study Guide
Quiz

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67
Chapter 5: Understanding Consumer Behavior
I)
Video: Michele Skinn, on the importance of understanding consumers’ motivations
a) Learning the motivation is ________________________________
b) Understand WHY the consumer would want to _______________________
c) or your brand.
d) Understand their motivation and then market to _________________ their
motivations.
Video: Jeffrey Gennette, CEO Macy’s --The Importance of UNDERSTANDING the
Consumer
a) Key to Success?
i) Good _______________________
ii) Avid Learner
iii) Seeing the brand the way the _____________________ does.
iv) What is going on in Pop Culture?
v) What is the Customer “digesting?”
Key
buyYOUI product
satisfy
listener
customer

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68
vi) What websites are they on?
vii) What is the GEN Z customer doing?
b) Key Question?
i) What does the Customer think?
ii) What is working and what is not?
iii) What the NEED is.
iv) The Customer is __________________ and we must respond to that.
Take Aways:
What does the customer NEED, WANT, and VALUE?
What Motivates the Customer?
We have to ________________________ “consumer behavior!”
II) A Model of Consumer Behavior, Adapted from Engle, Kollat, and Blackwell
Comments:
KING
understand

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69
III) The Purchase Decision Process Consists of Five Stages
a) Problem Recognition Perceiving a _________________
b) Search Seeking _________________
c) Alternative Evaluation Assessing _________________
d) Choice Buying _________________
e) Outcomes Value in ________________ or Use
IV) Purchase Decision Process Stage 1 Problem Recognition
a) A perception that there is a difference between the _______________
situation and the _______________ situation.
b) Influenced by:
i) Internal needs and _____________, and by
ii) ____________, which can activate Problem Recognition through
marketing communications which highlight
(1) the limitations of currently owned products, or
(2) limitations of competitive products.
EXAMPLE:
V) Purchase Decision Process Stage 2 Information Search
a) First, we search ____________________________
i) What types of things do we recall?
b) Then, we may do an _______________________ , including:
i) ___________________ Sources (salespeople, web, ads.)
ii) ____________________ Sources (relative and friends)
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