MKTG 35035 Lecture Notes - Lecture 2: Retail Therapy, Financial Risk
2 Feb 2020
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I need to look professional for my job interview. Look, there"s a deal on flights to florida. Active gathering of information to help make the choice. Can be in an area of interest (i like to learn about cars) Can be to help justify or reinforce a past choice. Can be in anticipation of possible upcoming choices. My ideas, thoughts, past experiences, brand images, etc. about the alternatives that are available to me. Outside information that i can gather to help me make a decision. Can be marketing information (see an ad, read the package) Any information that i gather outside of my own personal experiences, thoughts, and beliefs about the brands. Universal set all options that could meet the need. Awareness set options that the consumer is aware of. Inept set options that the consumer has ruled out. Inert set options that the consumer is indifferent to.
