Mktg 367: Chapter 14

Front 1

5 steps in the decision making process

Back 1

1. Problem Recognition
2. Information search
3. Alternative evaluation
4. Purchase
5. Post purchase

Front 2

3 types of decision making

Back 2

Nominal
Limited
Extended

Front 3

Nominal Decision Making

Back 3

Occurs when there is very low involvement with the purchase.

(internal search/long term memory) usually skips alternative evaluation stage

Front 4

Product Involvement

Back 4

Occurs when a consumer is very involved with a brand or a product category and yet has a very low level of involvement with a particular purchase of that product because of brand loyalty, time pressures, or other reasons.

Front 5

Purchase involvement

Back 5

the level of concern for, or interest in, the purchase process triggered by the need to consider a particular purchase

Front 6

Limited decision making

Back 6

involves internal and limited external search, few alternatives, simple decision rules on a few attributes, and little post purchase evaluation.

Front 7

Extended decision making

Back 7

Involves an extensive internal and external information search followed by a complete evaluation of multiple alternatives and significant postpurchase evaluation.

Front 8

Problem recognition

Back 8

The result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process.

Front 9

What triggers problem recognition?

Back 9

Any time the desired state is perceived as being greater than or less than the actual state, a problem exists.

Front 10

Actual State

Back 10

The way an individual perceives his or her feelings and situation to be at the present time.

Front 11

Desired State

Back 11

The way an individual wants to feel or be at the present time.

Front 12

What factors influence consumer's desire to solve a problem?

Back 12

1. The magnitude of the discrepancy between the desired and actual states
2. The relative importance of the problem
(controlled by consumers budget and time constraints)

Front 13

Active problem

Back 13

A problem that the consumer is aware of or will become aware of in the normal course of events.

Front 14

Inactive Problem

Back 14

A problem in which the consumer is not aware.

Front 15

Generic Problem Recognition

Back 15

A discrepancy that a variety of brands within a product category can reduce.

Front 16

Marketers attempt to activate problem recognition in active problems how?

Back 16

Require the marketer only to convince consumers that its brand is the superior solution. Consumers already aware.

Front 17

Marketers attempt to activate problem recognition in inactive problems how?

Back 17

Require marketer to convince consumers that they have the problem and that the marketer's brand is a superior solution to the problem. Much more difficult

Front 18

4 concerns marketer's have that are related to problem recognition

Back 18

1. Need to know the problem consumers are facing
2. Must know how to develop the marketing mix to solve consumer problems.
3. Occasionally want to cause consumers to recognize problems
4. Sometimes desire to suppress problem recognition among consumers

Front 19

Activity analysis

Back 19

Marketing technique where analysis is focused on a particular activity (dinner, cut lawn, swimming)
Uses survey or focus group

Front 20

Product analysis

Back 20

Examines the purchase or use of particular product or brand

Front 21

Problem analysis

Back 21

Starts with a problem and asks respondents to indicate which activities, products, or brands are associated with said problems

Front 22

Human Factors Research

Back 22

Attempts to determine human capabilities in areas such as vision, strength, response time, flexibility, and fatigue and the effect on these capabilities of lighting, temp, and sound

Front 23

Emotional Research

Back 23

Conduct research on the role of emotions in problems recognition and resolution.

Front 24

Approaches used to determine the problems consumers face.

Back 24

Survey's, focus groups, and intuition use three approaches
1. Activity analysis
2. Product analysis
3. Problem analysis

Front 25

Generic problem recognition

Back 25

A discrepancy that a variety of brands within a product category can reduce.

Front 26

Selective Problem recognition

Back 26

A discrepancy that only one brand can solve.

Front 27

When will a firm attempt to influence generic problem recognition?

Back 27

When the problem is latent or of low importance and one of the following exists
1. Early in product life cycle
2. High percentage of the market
3. External search after problem recognition is apt to be limited
4. It is an industry wide cooperative effort.

Front 28

When will a firm attempt to influence selective problem recognition?

Back 28

Attempt to influence selective recognition to gain or maintain market share. Other hand Generic recognition expands total market.

Front 29

What approach techniques are used to activate problem recognition?

Back 29

Influence the size of the discrepancy by altering the desired state or perceptions of the existing state. Or firm can influence perceptions of the importance of an existing discrepancy.

Front 30

What timing techniques are used to activate problem recognition?

Back 30

Marketer's can attempt to help consumers solve problems "after" they arise, but a more common strategy is to trigger the problem recognition.

Front 31

When and why do marketers suppress problem recognition?

Back 31

In the tobacco industry, to minimize the problem recognition caused by the mandatory warning at the bottom. Marketers do not want their current customers to recognize problems with their brands.