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EKB MODEL (5 Stage decision making Process)

Beschreibung

University bachelor degree MKTG2501 Mindmap am EKB MODEL (5 Stage decision making Process), erstellt von Kate Sherry am 11/06/2014.
Kate Sherry
Mindmap von Kate Sherry, aktualisiert more than 1 year ago
Kate Sherry
Erstellt von Kate Sherry vor mehr als 11 Jahre
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Zusammenfassung der Ressource

EKB MODEL (5 Stage decision making Process)
  1. (Consumers as problem solver) Consumers will gather as much data as needed to make an informed decision. Consumers form expectations of the value of additional information and continue to search. Utilitarian assumption. People put themselves out to collect as much information as ossible.
    1. 1.PROBLEM RECOGNITION
      1. 2. INFORMATION SEARCH
        1. 3. EVALUATION OF ALTERNATIVES
          1. 4. PURCHASE (SELECTION OF ALTERNATIVES)
            1. 5. OUTCOME (POST PURCHASE)
              1. Satisfaction / Disatification
                1. Brand loyalty
                  1. Quality
                    1. Disposal
                  2. Evoked set
                    1. Mental categories of products
                      1. Product positioning
                        1. Competition
                          1. Exemplar
                          2. Internal
                            1. External
                            2. Opportunity (Ideal to Actual)
                              1. Need (Actual to Ideal)
                            Zusammenfassung anzeigen Zusammenfassung ausblenden

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