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