ADM 3322 Lecture Notes - Lecture 2: Service Level, High Standard Manufacturing Company, Viral Marketing
9 Oct 2018
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Document Summary
Customer needs to be aware of an issue (i have some needs) Search for a company that is most suitable to what they need. How expectations are being formed (what attributes matter to our customers) Service attributes (multi-attribute model), perceived risk, service expectations. We have many needs we don"t know even know of, marketers try to capitalize on that (freud) When a need is recognized, people take action to resolve it. When a need is recognized, people search for solutions. Evoked set: set of possible services and brands that a customer considers in the decision process. Consideration set: the few alternatives that are seriously considered. Different alternatives must be evaluated before a final choice is made. Companies need to differentiate themselves or customers will go for the lowest price. When you have many companies and attributes, there are trade-offs. Once the consideration set and key attributes are understood, the consumer typically makes a purchase decision.
