MKT 100 Chapter Notes - Chapter 4: Decision Rule, Deodorant, Determinant

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Fathima Saleem

Document Summary

Need recogniion need vs want, the discrepancy between the two, the greater the need recogniion will be. Funcional needs pertain to the performance of a product or service. Psychological needs pertain to the personal graiicaion consumers" associate with a product and or service. Internal search for informaion the buyer examines his or her own memory and knowledge about the product or service, gathered through past experiences. External search for informaion the buyer seeks info outside of his or her personal knowledge. The perceived beneits versus perceived costs of search. What image will it convey to others: type of product of service. Evaluaive criteria consists of a set of salient, or important, atributes about a paricular product that are used to compare alternaive products. Determinant atributes are product or service features that are important to te buyer and on which compeing brands or stores are perceived to difer.