Академический Документы
Профессиональный Документы
Культура Документы
decision making Methods for measuring problem recognition Marketing strategies based on problem recognition
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Need/Problem Recognition
What happens during need/problem recognition? Can they be activated?
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Purchase involvement
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influenced by the interaction of individual, product and situational characteristics Habitual decision makingsingle brand Limited decision making Extended decision making
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The magnitude of the discrepancy between the desired state and the actual state The relative importance of the problem
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Inactive problem
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Expected, require immediate solution Not expected, require immediate solution Expected, dont require immediate solution Not expected, dont require immediate solution
Emergency problems
Planning problems
Evolving problems
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Individual development
Motives: refer to Maslows needs Emotions: seek positive experiences? The situation
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Product/brand performance
Individual development Emotions
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Brand Performance
Many products need to perform on two levels:
1. Instrumental performance 2. Expressive performance
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Next lecture
Chapter 4 Information Search
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