Consumer Decision-Making Process: Terms and Definitions, Quizzes of Marketing Management

Download Consumer Decision-Making Process: Terms and Definitions and more Quizzes Marketing Management in PDF only on Docsity! TERM 1 Problem Recognition DEFINITION 1 CDM Process Feeling a need Understand target segment needs/want Trigger problem recognition by focusing on either an ideal state or undesired actual state (stain on shirt in Tide commercial) TERM 2 Need DEFINITION 2 difference between a current state and an ideal state TERM 3 Information Search DEFINITION 3 CDM Process Seeking value (you know something is wrong but you don't know what to do about it) Internal and external Search TERM 4 Internal Search DEFINITION 4 Know what information target customers already have Know how they assess their own knowledge (research or independently know?) TERM 5 External Search DEFINITION 5 Identify information sources used (know the word of mouth is about you from blogs or Facebook) Monitor and influenced information obtained (search the info sites, consumer reports) TERM 6 Alternative Evaluation DEFINITION 6 CDM Process Assessing value Get into the consideration set Identify target's evaluative criteria Create positive beliefs on your product TERM 7 Purchase Decision DEFINITION 7 CDM Process Buying value understand where and when the target buys Be in the right place at the right time with distribution channels. Communicate at the right time when people are about to make the decision to buy. Facilitate purchase: whatever you can do as a marketer to make the sale (Overnight delivery, give good info) TERM 8 Post-purchase Behavior DEFINITION 8 CDM Process Value in use or consumption Deliver satisfaction Identify and handle dissatisfaction Decrease cognitive dissonance TERM 9 Extended Problem Solving DEFINITION 9 Many options considered Many distribution criteria Extensive time effort into your decision TERM 10 Limited Problem Solving DEFINITION 10 Fewer options Less time in the decision Less effort in thinking about it TERM 21 Attention DEFINITION 21 when the customer allocates effort to process the stimulusKey mix elements: Product (design/packaging), promotion (types/execution), channels (shelf placement) TERM 22 Perceptual Vigilance DEFINITION 22 we are more likely to pay attention to a personally relevant stimulusex: hearing your own name in a crowd TERM 23 Perceptual Defense DEFINITION 23 the tendency to screen out threatening stimuliex: screening out a picture of a starving child TERM 24 Interpretation DEFINITION 24 assigning meaning to a stimulusKey mix elements: Product, promotion, price, channels TERM 25 Gestalts DEFINITION 25 automatic recognition of patterns. we interpret a stimulus as a whole, not as a collection of pieces.ex: figure-ground gestalt.. one part of the image stands out while the other recedes TERM 26 Consumer Attitudes DEFINITION 26 learned predisposition to respond consistently to an object or class of objects in a positive or negative way attitudes often predict behavior