MARK2051 Chapter Notes - Chapter 4: Extensive-Form Game, Marketing Strategy, Mobile Marketing
Document Summary
Features/desired characteristics of a product required to meet consumer"s needs; features the consumer believes a product should have e. g. suitable price, ingredients. Awareness set: set of brands of which consumer is aware, composed of 3 categories: evoked, inept. Evoked set: brands that consumer is willing to consider for solution. Inept set: brans the consumer considers completely unworthy of future consideration, actively dislikes the brands in this set. Inert set: brans which consumer is aware, but is indifferent: marketers want consumers not just to be aware of brand, but have it in evoked set. Characteristics of alternatives: consumer compares using relevant evaluative criteria. Consumer engages in internal & external searches for: appropriate evaluative criteria, existence of potential solutions, characteristics of potential solutions. Internal information e. g. past experiences: personal sources e. g. friends, marketing sources e. g. sales staff, advertisements, websites, experiential sources e. g. inspections, trials. Information searches on the internet: vast amount of info, greater control over information-search stage.
