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9 Cards in this Set
- Front
- Back
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What does the consumer proposition acquisition process consist of |
1. Motive development 2. Information gathering 3. Proposition evaluation 4. Proposition selection 5.acquisition/purchase 6. Re-evaluation |
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What are the critiques of the consumer acquisition process |
-consumers are influenced by many things before decision process -5 stage model assumes that all purchases follow all steps -only relevant to halight involvement purchases -ignores low-involvement purchases and emotional purchases |
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What are the types of buyer decision behaviour |
-complex buying behaviour -dissonance-reducing buyung behaviour -habitual buying behaviour -variety-seeking buying behaviour |
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What is market segmentation |
Division of mass market into distinct and identifiable groups, or segments each of which is defined by common characteristics and displays similar responses to marketing actions |
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How can you segment markets |
-geographic -behavioural -demographic -physcographic |
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What is a reference group |
Individual or collection of people whom the individual uses a source of attitudes, beliefs, values of behaviour |
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What is maslows hierarchy of needs |
1.physiological needs 2.safety need 3.social need 4.esteem need 5.cognitive need 6.aesthetic need 7.self actualisation need |
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What are the critiques of understanding consumer behaviour |
-customers may be emotional instead of rational - opinions and perceptions arrle unstable -cognitive bias distorts our thinking |
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What is the STP process |
Segmentation Targeting Positioning |
