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1、Consumer Decision Process & Problem RecognitionConsumer Decisionsn nRational?n nPurchase Involvement v. Product InvolvementTypes of Consumer Decisionsn nNominal decision-makingNominal decision-makingn n“No decision per se.”“No decision per se.”n nLimited decision-makingLimited decision-makingn n“an
2、“an internal and limited externalinternal and limited external search, search, few alternativesfew alternatives, , simple decision rules on a few attributes and simple decision rules on a few attributes and littlelittle postpurchase evaluationpostpurchase evaluationn nExtended decision-makingExtende
3、d decision-makingn n“an “an extensive internal and externalextensive internal and external search followed by a search followed by a complex evaluation of complex evaluation of multiple alternativesmultiple alternatives and and extensiveextensive postpurchase evaluation.” postpurchase evaluation.” T
4、he Process of Problem Recognitionn nWhat is problem recognition?What is problem recognition?n nActual state v. Desired stateActual state v. Desired staten nLifestyle effectsLifestyle effectsn nPerception effectsPerception effectsn nDesire to Resolve Recognized ProblemsDesire to Resolve Recognized Pr
5、oblemsn nMagnitudeMagnituden nImportanceImportancen nTypes of ProblemsTypes of Problemsn nActiveActiven nInactiveInactiveUncontrollable Determinantsn nHow do each of the prior issues impact desired/actual states?Marketing Strategy & Problem Recognitionn nFour Concernsn nDiscovering Consumer Problems
6、Discovering Consumer Problemsn nActivity analysisActivity analysisn nProduct analysisProduct analysisn nProblem analysisProblem analysisn nHuman factors researchHuman factors researchn nEmotion researchEmotion researchMarketing Strategy & Problem Recognitionn nFour Concerns (contd)n nResponding to C
7、onsumer ProblemsResponding to Consumer Problemsn nHelping Consumers Recognize ProblemsHelping Consumers Recognize Problemsn nGeneric v. Selective Problem RecognitionGeneric v. Selective Problem Recognitionn nApproaches to Activating Problem RecognitionApproaches to Activating Problem Recognitionn nTiming of Problem RecognitionTiming of Problem Recognitionn nSuppressing Problem RecognitionSuppressing Problem Recognition
