Marketing Chapter 6

post-purchase Evaluation

encourage accurate consumer expectations

Behavior

the doing component, involves a consumer's intention to do something, such as the intention to purchase or use a certain product.

Affect

the feeling component of attitudes is referred to as this

Cognition

the knowing component, refers to the beliefs or knowledge a person has about a product and its important characteristics.

Post-purchase evaluation

if a consumer is experiencing buyer's remorse regarding his/her purchase, the consumer is on what step of the consumer decision-making process

Problem Recognition

if a consumer sees difference between his/her current state of affairs and some desired/ideal state, which step of consumer decision-making process are they in

Subliminal advertising

if an advertiser uses hidden messages in its product commercial, or hides messages in the product itself, the advertiser is using what type of advertising

Habitual Decision Making

low level of involvement, low risk

Limited Problem Solving

moderate level of involvement, low to moderate risk

Problem recognition

occurs whenever a consumer sees a significant difference between his or her current state of affairs and some desired or ideal state

Evaluation of Alternatives

In which step in the​ consumer-decision making process will a consumer narrow down choices deciding on​ feasibility, and comparing the pros and cons of each remaining​ option

User

Individual(s) who will ultimately use the product

Roles in the buying center

Initiator User Gatekeeper Influencer Decider Buyer

Consumer Decision Making Process (PIECE)

- Problem recognition - Information search - Evaluation of alternatives - product Choice - post-purchase Evaluation

Influencer

Affects decision by giving advice and sharing expertise

Gatekeeper

Controls the flow of information to others in the organization

Buyer

Executes the purchase decision

Decider

Makes the final purchase decision

Business Buying Decision Process

Recognize the Problem - occurs when someone sees that a purchase can solve a problem. For straight rebuy purchases, this may occur because the firm has run out of paper, pens, or garbage bags. Search for Information - the buying center searches for information about products and suppliers. Evaluate the Alternatives - the buying center assesses the proposals it receives. Total spending for goods and services can have a major impact on the firm's profitability, so, all other things being equal, price can be a primary consideration. Select the Product and Supplier - the purchase decision when the group selects the best product and supplier to meet the organization's needs. Evaluate Post Purchase - an organizational buyer assesses whether the performance of the product and the supplier lives up to expectations.

Initiator

Recognizes that a purchase needs to be made

Product Choice

What step of the consumer​ decision-making process is a consumer likely to be in if heuristics such as brand loyalty and​ country-of-origin are factoring into the​ decision

Learning

a change in behavior caused by information or experience.

Lifestyle

a pattern of living that determines how people choose to spend their time, money, and energy and that reflects their values, tastes, and preferences.

Reference Group

an actual or imaginary individual or group that has a significant effect on an individual's evaluations, aspirations, or behavior

Behavioral Learning Theory

assume that learning occurs as a result of experience and the connections we form between events.

Information Search

at what step in the consumer decision-making process is a marketer likely to utilize search marketing techniques such as search engines optimization (SEO) to help consumers find and learn more about their products

Extensive Problem Solving

high level of involvement, high risk

Buyer

in the buying center, which role has the responsibility to execute the purchase

Business-to-business market

include manufacturers and other product producers, wholesalers, retailers, and a variety of other organizations, such as hospitals, universities, and governmental agencies.

Observational Learning

occurs when people watch the actions of others and note what happens to them as a result.

Information search

provide information when and where consumers are likely to search

Firewall

refers to a combination of hardware and software that ensures only authorized individuals gain entry into a computer system

Resellers

refers to a group that purchases finished goods for the purpose of selling those finished goods for a profit, renting, or leasing to consumers and other businesses

Opinion leader

refers to a person who influences others' attitudes or behaviors because they believe that he possesses expertise about the product

Perception

refers to a the process by which people select, organize, and interpret information from the outside world

Product Specifications

refers to creating a written description of the​ quality, size,​ weight, color,​ features, quantity,​ training, warranty, service​ terms, and delivery requirements for the​ purchase

Inelastic Demand

refers to demand in which changes in price have little or no effect on the amount demanded

Exposure

refers to the extent to which a person's sensory receptors are capable of registering a stimulus

Sensory Marketing

refers to the marketing techniques that link distinct experiences such as a unique fragrance with a product or service

Consumer behavior

refers to the process individuals or groups go through to​ select, purchase,​ use, and dispose of​ goods, services,​ ideas, or experiences to satisfy their needs and​ desires

Straight rebuy

refers to the routine purchase of items that a business-to-business customer regularly needs

Culture

refers to the values, beliefs, customs, and tastes a group of people value

Social Class

those who exhibit similarities in occupations, education, and income level, and have similar tastes in style and activities are members of this

product Choice

understand choice heuristics used by consumers and provide communication that encourages brand decision

Evaluation of alternatives

understand the criteria consumers use in comparing brands and communicate own brand superiority

Cognitive Learning Theory

views people as problem solvers who learn as they proactively absorb new information.

Operant Conitioning

when people learn that their actions result in rewards or punishments, the type of behavioral learning that occurs is this