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MKTG 300 Week 3

by: a-tark

MKTG 300 Week 3 MKTG 300

Long Beach State
GPA 3.56

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About this Document

Additional notes to Dr. Celsi's powerpoints.
Mary Celsi
Class Notes
Marketing, MKTG300
25 ?




Popular in Marketing

Popular in Marketing

This 2 page Class Notes was uploaded by a-tark on Thursday February 4, 2016. The Class Notes belongs to MKTG 300 at California State University Long Beach taught by Mary Celsi in Spring 2016. Since its upload, it has received 34 views. For similar materials see Marketing in Marketing at California State University Long Beach.


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Date Created: 02/04/16
These notes are additional notes that I take during Dr. Celsi's lecture. Consumer Behavior  Consumer behavior; purchase decisions, use and dispose of purchased goods or services  Types of Involvement; o product; cars, cell phones, might be shoes for some people o situational; if you’re not interested in cars but you’re buying a car, in this situation you’d be interested in cars o shopping; some people just love to shop, some are involved with shopping per se o enduring; if someone put a cat on an ad I will be interested in the product because I have an enduring involvement with cats o emotional; every enduring involvement have an emotional component  Routine DM; o less involvement = less thinking o consumer mindlessness o marketer’s task;  for current customers: make sure that customers don’t change their mind about buying the product = maintain the quality, stock and value  for non-customers: somehow have to break through normal buying habits, through promotion, USP (unique selling proposition) o in general, the ads are not ell thought because the purpose is only variety seeking not brand evaluation  Limited DM; o medium level of involvement = medium level thinking o ex; printer – medium level of importance, not too expensive o marketer’s task;  provide reasons for buying brand  Extensive DM; o most involvement = most thinking o more expensive, complex and new products, important to the customer o ex; tennis shoes – might not be important for someone who doesn’t care too much about how they look, or if they’re not gonna use it too much o if there are many different choices o if the consumer doesn’t know criteria to use, ex; if someone who doesn’t know if the soft papaya is better  Decision Making Process o mostly applied for extensive DM I. Need recognition i. fashion marketing: must have ii. difference between needs and wants iii. Cues: 1. social cues; what my friends/family would think about this purchase? 2. new life cues; purchases you are going to do after graduation, when you have a baby, when you get a new job that requires new wardrobe 3. marketing cues; superior products 4. physical drive; restaurant ads on the radio in the morning and the evening because those are the times that consumers are likely to be hungry and on the go 5. stock-out/worn products; purchases you make when you run out of a product 6. emergency II. Information search i. reduces risks of DM; 1. financial; how much this product is going to cost me? 2. performance; how this product will affect my performance? 3. social; how will my friends/family/social circle react to this purchase? 4. time; how much time this purchase will cost me or save me? 5. physical; how will this purchase affect me physically? 6. psychological; is this purchase going to make me happy/sad? ii. two types of search 1. internal search; past experiences/history 2. external search; marketing, consumer sources (consumer generated media), neutral sources III. Evaluation of alternatives i. important and relative attributes ii. acceptable trade-off IV. Purchase i. best alternative is chosen ii. place and method of purchase; online or in store? iii. prompt evaluation: out-of-stock V. Post purchase behavior i. evaluation of the purchase: satisfaction or delight? ii. cognitive dissonance: the feeling that another choice would have been a better choice o Dan Ariely I. "Are we in control of our decisions?" 2


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