Management and Organizational Studies 2320A/B Chapter 4: Chapter 4
30 Mar 2018
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Document Summary
Occurs when consumers recognize they have an unsatisfied need and want to go from their needy state to a different desired state. Functional needs - pertain to the performance of a product or service. Psychological needs - pertain to the personal gratification consumers associate with a product or service. Vast majority of products are bound to satisfy both types of needs. Key to successful marketing is balance the two to fit the target market. Marketers must remind customers of a need or create new ones. Use reminder advertising, create awareness about a new product. About the various options that exist to satisfy the need. Length and intensity of the search depend on: Occurs when the buyer examines his or her own memory and knowledge about the product or service, gathered through past experiences. Look at commercial media the product or service, gathered through past experiences.
