BU352 Chapter Notes - Chapter 4: Decision Rule, Customer Relationship Management, Subculture
Document Summary
Process begins by identifying an unsatisfied need and wanting to go from needy state to desired state- needs recognition. Hungry to a point where you need to eat. Pertain to performance of a product or service. Pertain to the personal gratification consumers associate with a product or service. Marketers need to balance functional and psychological needs. Lo2: step 2: information search research various options to satisfy need length and intensity of search depends on a number of factors includes perceived risk of purchasing and importance of product two types of information: internal and external. Internal search for information buyer examines memory and knowledge about a product or service gathered through past experience. External search for information- buyer seeks information outside own knowledge to help make decision fill information gaps by talking to others can search media for unbiased opinions internet is becoming a popular place to search.
