marketing test :: essays research papers

Ch 5 Consumer behavior- Processes a consumer practises to make purchase lasts, as well as to use and dispose of purchased goods or services. 5 Steps to decision process- neediness recognition, information search, evaluation of alternative, purchase, post purchase behavior. Need recog- result of an dissymmetry between actual and desired states. External stimuli is a pic, internal stimuli is a past experience, good or bad. Recognition of unfulfilled wants- when a return isnt performing properly, when consumer is running out of product, when another product is punter than one being apply. Info search- internal (memory) and external (tv). EVOKED manipulate (consideration set)- group of brands, resulting from an information search from which a buyer can choose. valuation of alternatives- rank attributes by importance, analyze product attributes, use cut mutilate criteria. Post purchase behavior- Cognitive dissonance inner tension that a consumer experiences after recognizing an inconsistence between behavior and values or opinions. Consumers try to condense dissonance by justifying their decision. Factors determining the level of consumer involvement- previous experience, interest, perceived adventure of negative consequence, situation, friendly visibility. Underlying cultural, social, individual, and psychological factors strongly influence the decision process. Culture play deepest part of a persons consumer behavior, culture is pervasive, functional, learned, and dynamic, and the most delimitate element of a culture is values. Marketers are interested in social class for 2 reasons, Social class often indicates which medium to use for advertising, and knowing what products appeal to which social classes. Reference groups- a group in society that influences an individual purchasing behavior. Primary membership group- a extension group with which people interact regularly in an informal, aspect to face manner. Secondary membership group- A lineament group with people touch on less consistently and more formally that a primary such(prenominal) as a club, pro group or religious group. Aspirational reference group- A group that someone would like to join. Norm- A value or attitude deemed acceptable by a group. Reference groups have 3 implicatons- serve as info sources and influence perception, affect individual brainchild levels, their norms either constrain or stimulate consumer behavior. Ch 6 Business products- used to manufacture other products, become part of another product, aid the ordinary operations of an organization, are aquired for resale without change in form. Internet Marketing opportunities- development efficiency, reduce cost, improve guest service, create 1to1 relationships, introduce new products, round markets. Benefits of marketing on the net- trim prices, greater selection of products and vendors, access to customer and product sales data, around the clock ordering and customer service, lower cost, cust omized products.