Flashcards
Consumer decision making process
Flashcards do conjunto (20)
- 11st part of Understanding the consumer decision-making processProblem/need recognition
- 22nd part of Understanding the consumer decision-making processInformation Search; internal search and extrernal search
- 33rd part of Understanding the consumer decision-making processEvaluation of alternatives; considered set, evaluation criteria, decisions rules
- 4Consumer Decision rulesLevel of involvement; low/routine
- 5Consumer decision rulesLevel of involvement; high/non-profit
- 6Brand loyaltyConsistently buy the same brand
- 7Store loyaltyConsistently shop at the same store
- 84th part of Understanding the consumer decision-making processThe purchase
- 95th part of Understanding the consumer decision-making processPost-purchase evaluation
- 10What is customer satisfaction?Satisfaction is a consumer's post-purchase evaluation of the overall service experience.
- 11Levels of cunsumer satisfaction?Zone of range, zone of dissatisfaction, zone fo satisfaction, zone do delight
- 12External influences on decision makingPsychological influence, sociocultural influence
- 13What is hyper choice?Excessive amount of choice that can stop buyer from purchasing anything
- 14Influence of perception on consumer decision makingExposure, attention, interpretation
- 15Communications objectivesEstablish needs for category, build brand awareness, build brand attitude, influence brand purchase
- 16How; communication objectivesInform, persuade, remind
- 17Rational/functional appealsIllustrate that the product is superior to competitive offerings in terms of quality, value, performance or reliability
- 18Emotional/transformationalNegative/fear vs. positive appeals
- 19What is IMCThe strategic combination of multiple channels of marketing communication
- 20What does IMC stand for?Integrated marketing communications
Informações
- Descrição
- Marketing FlashCards sobre Consumer decision making process, criado por Jordyn Boshard em 12-06-2017.
- Criado por
- Jordyn Boshard
- Visualizações
- 0
- Avaliação