MGTA02H3 Chapter Notes - Chapter 5: Direct Market, Marketing Mix, Direct Selling

• School: UTSC
• Department: Management
• Course: MGTA02H3
• Professor: Arif Toor

Document Summary

The buyer decision process: the buyer decision process: a five-stage process that most consumers go through before and after buying a good or service, problem or need recognition. Information search: evaluation of alternatives, purchase decision, post-purchase evaluation, custo(cid:373)e(cid:396)s do(cid:374)"t (cid:374)e(cid:272)essa(cid:396)il(cid:455) ha(cid:448)e to follo(cid:449) th(cid:396)ough e(cid:448)e(cid:396)(cid:455) stage, (cid:271)ut it p(cid:396)o(cid:448)ides a ge(cid:374)e(cid:396)al outlook. Problem or need recognition: consumers become aware of a situation in their life that needs solving or satisfying, ex. Hunger: being aware of products allows consumers to purchase products that meet these needs. Information search: after recognizing a need, consumers research on the goods or services that can solve their situation. Evaluation of alternatives: consumers evaluate the different products available to them, compare function, features, and benefits, o(cid:374)e"s attitude to the (cid:271)usi(cid:374)ess (cid:272)a(cid:374) hea(cid:448)il(cid:455) i(cid:374)flue(cid:374)(cid:272)e thei(cid:396) likelihood of (cid:271)u(cid:455)i(cid:374)g the p(cid:396)odu(cid:272)t/se(cid:396)(cid:448)i(cid:272)e, ex. One prior bad experience with a particular company will make the customer reluctant to buy from them in the future.