MKT 3605 Lecture 5: chapter 7 pt.1
Document Summary
Decision making ch 7: decision making as problem solving, problem recognition (need, want or desire, search for alternative solutions (information search. Alternative evaluation: purchase, post purchase use and revaluation of chosen. Alternative: need recognition must see difference between the desired state and your current situation leads to awareness of needs that marketers can stimulate so that they can redefine their actual state or desired state. Search for alternative solutions motivated retrieval of knowledge from memory or gaining information from the environment: types of search: Internal search scan for decision-relevant knowledge in the last twelve (cid:373)o(cid:374)ths (if that"s sufficie(cid:374)t the(cid:374) exter(cid:374)al (cid:374)ot (cid:374)ecessary) External search pre purchase (motivated by desire to make better choices)
