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Marketing

Exam 2 Material

TermDefinition
Consumer Behavior The process we use to select, use, and dispose of goods, services, ideas, or experiences to satisfy needs/desires
Extended problem-solving
Limited problem-solving
Habitual decision-making
Step 1: Problem Recognition Occurs whenever the consumer sees significant difference between his/her current state and the desired/ideal state Example: radio ads promoting restaurants which are played at lunchtime
Step 2: Behavioral Targeting Marketers deliver ads for product consumers look for by watching what they do online
Step 3: Evaluative Criteria Product characteristics consumers use to compare competing alternatives
Step 4: Product Choice Consumers often rely on heuristics to make decisions
Heuristics A mental rule of thumb used for speedy decisions - Price equals quality - Brand loyalty -Country of origin
Step 5: Post- purchase Evaluation Consumer satisfaction/dissatisfaction after purchase of product is critical. -Degree of satisfaction is influenced by whether or not expectations of product quality are met/exceeded -Marketing communications must create accurate expectations for the pr
Factors that influence Consumer Decisions perception motivation learning attitudes personality age group lifestyle
Perception Process we use to select, organize, and interpret information from outside world
Created by: zrafto10
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