Ch 5_NEW! Mini Sim_Consumer Behavior: Buyer Decision Process MARK3300

High Involvement

- Automobile - Running shoes

Low Involvement

- Paper towels - Oatmeal

Keep your target market's desires and PowerShirt's differential advantage in mind as you consider your messaging strategy for your integrated marketing communication plan. Select an option from the choices below and click Submit. - PowerOn! PowerShirt keeps you charged all day long. (Best choice) - PowerWallet! PowerShirt delivers everyday savings. - PowerStyle! PowerShirt makes you attractive in the gym and on the town. (Not the best)

- PowerOn! PowerShirt keeps you charged all day long.

You now need to decide on a marketing strategy that will put out information when and where consumers will search for it. - PowerfullyFit.com website (One of the best choices) - Social media websites (One of the best choices) - Sunday newspaper ad - 60-second television commercial

- PowerfullyFit.com website (One of the best choices) - Social media websites (One of the best choices)

"Our work does not stop when the consumer purchases the PowerShirt. To reach our goals, we need to make sure we are developing loyal customers who will make purchases in the future. Reducing cognitive dissonance is one strategy for building customer loyalty. Our analysts have recommended three different strategies. Which one do you recommend we implement first?" Select an option from the choices below and click Submit. - Quality product/instructions: Manufacture with superior components, provide sales training to retail associates, and provide detailed use instructions for consumers. - Warranty: Provide a 1-year unlimited warranty on the PowerShirt, which allows consumers to easily return a defective product for replacement. (That was an OK choice) - Big promises: Promise consumers that buying the PowerShirt will improve their overall fitness and guarantee that they achieve their fitness goals.

- Quality product/instructions: Manufacture with superior components, provide sales training to retail associates, and provide detailed use instructions for consumers.

Using what you have learned in your focus group, you begin your analysis of the buyer decision process. In the first stage of the process, you need to show consumers that their existing state does not equal their desired state. Which advertising strategy would be optimal for the need (problem) recognition stage? - Television ad on a home improvement television channel showing a consumer wearing PowerShirt to a gym class. - Television ad during evening primetime network programming showcasing PowerShirt's style selection and power-generating ability. (That was an Ok choice) - Television ad on a fitness training television channel showing a consumer charging their phone using PowerShirt. (Best choice)

- Television ad on a fitness training television channel showing a consumer charging their phone using PowerShirt.

As consumers approach the decision point, you must address those factors that affect purchase intent and ultimately purchase. Given what you know about the target market, which of the following three factors is most likely to increase purchase intent? Select an option from the choices below and click Submit. - Athlete endorsement: Secure a well-respected professional athlete's endorsement for the PowerShirt. (That was an OK choice) - Word of mouth: Provide free sample PowerShirts to key opinion leaders in large running clubs and gyms to generate positive word of mouth. - Price drop: Initiate a $10 price drop, which results in a new price of $59.95.

- Word of mouth: Provide free sample PowerShirts to key opinion leaders in large running clubs and gyms to generate positive word of mouth.

Purchase Decision

After work, Jackie visits her cellular provider to purchase her new phone and update her mobile contract.

Given the three potential target markets' different profiles, which target market do you recommend to be PowerShirt's primary target market? - Frugal Fitness - Fitness Fanatics (Best Choice) - Wanna-Be Fits

Fitness Fanatics

Post-purchase Behavior

Jackie is thrilled with her new phone, especially the camera quality, and tells everyone at work that they should upgrade, too.

Need Recognition

On her way into work this morning, Jackie dropped her mobile phone and now it will not turn on.

Information Search

Once Jackie gets into the office, she asks her coworkers what they like and dislike about their mobile phones.

Which of the following is the PowerShirt's differential advantage? - Price - Power - Style (Not best option)

Power

Evaluation of Alternatives

Using information from her coworkers and manufacturer websites, Jackie creates a spreadsheet that ranks each phone on price, reliability, and camera quality.