Marketing 305, Ch 4 Notes
Marketing 305, Ch 4 Notes MKT 305
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This 2 page Class Notes was uploaded by Brittany Smith on Friday October 7, 2016. The Class Notes belongs to MKT 305 at Colorado State University taught by James Cook in Fall 2016. Since its upload, it has received 5 views. For similar materials see Fundamentals of Marketing in Marketing at Colorado State University.
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Date Created: 10/07/16
Fundamental of Marketing Chapter 4 Purchase Decision Process 5 stages Complexity and expense of the purchase 1) Problem recognition o What is it that we want/need? o Where, what, who, why, how? 2) Information Search o How am I going to solve the problem? o Parameters for looking, cost, offers, reasonable 3) Alternative Evaluation o Is there another alternative to better fit my need? o Which one? 4) Purchase Decision o Making actual decision and purchasing it 5) Post Purchase Behavior o More important for the company o Assessing whether it was a good purchase/choice We are so used to purchasing, we go through this usually without thinking about it The more important the purchase, the more likely we are to go through this decision deliberately Marketers need to understand this process for two reasons: o It affects YOUR purchase o You affect OTHER peoples purchases (word of mouth) Situational Influences “Marketing on the Inside” Cognitive Dissidence o The expectation the visual created and what actually happened Have to align situational influences with external marketing and the expectations you create Purchase Task o The reasons for engaging in the decision Social Surroundings o Including the other people present when a purchase decision is made, may also affect what is purchased o Examples: what people are with you (couples tend to spend more than if one person)? Children (the more children, the higher the bill)? Behavior? Physical Surroundings o Examples: décor, music, crowding, lighting, store layout, presentation Crowding effects efficiency, customer satisfaction, can use “happy hour” deals and nonseasonal deals to spread out crowding If lighting is low, it’s more relaxing, it keeps the customer longer which means more sales, etc. Store Layout: “compress and release” (tight area in front, open areas in the back of the store Temporal Effects o Time of day or the amount of time available will influence where consumers have breakfast/lunch/dinner and what is ordered o Weather outside? o Time of day controls crowding Antecedent States o Include the consumers mood or the amount of cash on hand, can influence purchase behavior and choice Credit card sales are higher than cash or debit card sales
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