MRKTNG 3000 Study Guide - Midterm Guide: Toasted Ravioli, Pretzel, Samsonite
Document Summary
Casinos electronically monitor the slot machine usage and send coupons to get people to come back. Samsonite uses info from product registration cards and incoming calls to its 800 number. Kraft collects names and preferences of consumers who mail in coupons. Limited: medium involvement, several alternatives considered, ex) small household appliance. Extensive: high involvement, time and effort spent, info search and alternative evaluation, ex) car: know about heuristics(wide category), biases, correlational inferences, country. Heuristic: used to ease cognitive effort ex: shortcuts at supermarket, mp3 players. Bias: using heuristics resulting in a faulty evaluation two types: representativeness and availability. Correlational inferences: associations (pos/neg) between two attributes ex: tall people are attractive (positive) ex: higher prices, lower gas mileage (negative) Country of origin ex: chicago - architecture, pizza and hotdog of origin effect, and different types/examples. ex: st. louis - microbrews, toasted ravioli ex: kc - bbq and tailagting. Requires different marketing perspective, heightened need for marketing expertise, allows for more responsibility.
