BUS 343 Chapter Notes - Chapter 4: Classical Conditioning, Operant Conditioning, Marketing Mix
23 Oct 2012
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Marketing chapter 4: how and why we buy: decisions, decisions. The consumer decision-making process: the focus of the marketing concept is to satisfy consumers" wants and needs. To accomplish this goal, first marketers need to appreciate what those wants and needs are. Marketers recognize that consumer decision making is an ongoing process it"s much more than what happens at the moment a consumer forks over the cash and in turn receives a good or service. Marketers also need to know how and when people consumer their products. Many decisions fall somewhere in the middle and are characterized by limited problem solving, which means that consumers do some work to make the decision but not a great deal. In low-involvement situations, the consumer"s decision is often a response to environmental cues. The consequences of the purchase are important and risky, especially because a bad decision may result in significant financial losses, aggravation or embarrassment.
