BUSI 2204 Lecture Notes - Lecture 6: Consumer Reports, Sales Promotion, Marketing Mix
14 Dec 2017
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Document Summary
To create a proper marketing mix for a well-defined market, marketing managers must have a thorough knowledge of consumer behavior, which is constantly changing. Next, when buying products, consumers generally follow a series of steps. How consumers make purchase decisions and how they use and dispose of purchased goods or services; also includes the factors that influence purchase decision and product use. A five-step process used by consumers when buying goods or services. The result of an imbalance between actual and desired states. The imbalance is triggered when a consumer is exposed to either an external stimulus. Any unit of input affecting one or more of the five senses: sight, smell, taste, touch, and hearing. Internal being, occurrences that are experiences (thirst, hunger, etc. ). External being, influences from an outside source such as a recommendation of a new restaurant. A particular product or service that the consumer believes could satisfy an unfulfilled need.
