COMMERCE 2MA3 Chapter Notes - Chapter 4: Customer Relationship Management, Cognitive Dissonance, Personal Knowledge Base
11 Oct 2016
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When consumers recognize they have an unsatisfied need and want to go from their needy state to a different, desired state. The greater the discrepancy between the two state, the greater the need recognition. Need recognition: the beginning of the consumer decision process; occurs when consumers recognize they have an unsatisfied need and want to go from their needy state to a different desired state. Consumer needs like these can be described as either functional, psychological, or both. Functional needs: pertain to the performance of a product or service. Psychological needs: pertain to the personal gratification consumers associate with a product of service. A key to success marketing is determining the correct balance of functional and psychological (cid:374)eeds that (cid:271)est appeals to the fir(cid:373)"s target (cid:373)arkets. Marketers use (cid:374)u(cid:373)erous ta(cid:272)ti(cid:272)s to either remind customers of a need or create new needs. The consumer search for information about the various options that exist to satisfy the need.
