MKT 100 Chapter Notes - Chapter 4: Personal Knowledge Base, Decision Rule, Financial Risk
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MKT 100 Full Course Notes
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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. Functional needs - pertain to the performance of a prod or service. I. e. materials like gore-tex, functionally superior, advertised by clothing mfg. Psychological needs - pertain to the personal gratification consumers associate with a product or service. Use numerous tactics to remind consumers of needs or to create new needs. Showing how a product can enhance a customer"s image. Internal search for information - occurs when the buyer examines his own memory and knowledge about the product or service, gathered through past experiences. External search for information - occurs when the buyer seeks information outside of his or her personal knowledge base to help make the buying decision. The perceived benefits vs perceived costs of search. You would do much research for a car but not for bananas.
