MKT 100 Lecture Notes - Lecture 5: Customer Satisfaction, Organizational Culture, Direct Selling

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Fathima Saleem

Document Summary

Actual or perceived risk (performance, financial, social, physiological, psychological) Type of product or service (shopping goods/services, specialty goods/services, convenience goods/services) Non-compensatory: on basis of a subset of characteristics, regardless of other attributes. Decision heuristics: mental shortcuts that help narrow down choices. Seek out and purchase products that they believe provide them the best value. Firm"s attempt to reduce dissonance by reinforcing the decision. Firm"s attempt to reduce dissonance by reinforcing the decision (thank you cards, congratulations letters, quality ratings) Everyday basic needs; does not require much thought. What has worked in the past is likely to work again. Habits allow us to save time making decisions and be thinking of other things while doing them. Routine can be executed more efficiently than new behaviours. Negative work of mouth and rumours can be very damaging. Internet is an effective way to spread negativity. Reference groups: person used for comparison for beliefs, feelings, and behaviours.