Professional Documents
Culture Documents
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Repeat Purchases
2.
3.
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Marketer activities
Problem recognition
External Search
Information Search
Internal Search
Evaluation of
alternatives
Evaluative criteria
Formation of
intentions
Attitude formation
Purchase
Product/brand choice
Dealer choice
Purchase timings,
trial
Post-purchase
experience
Repeat purchase
Revised choice
criterion
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Problem
recognition
Information search
Evaluation of
alternatives
Purchase decision
Post purchase
behavior
Actual state
difference
Desired state
Problem
recognition
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Active Problem
An active problem is one the
consumer is aware of or will
become aware of in normal
course of events.
Inactive Problem
An inactive problem is one of
which the consumer is not
aware.
Marketing strategy:
strategy
Marketing
g strategy:
strategy
gy
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1.
2.
3.
4.
Surveys and
S
d focus
f
groups use one off the
th following
f ll i approaches
h to
t
problem identification:
1. Activity Analysis
2. Product Analysis
3. Problem Analysis
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G
Generic
i versus Selective
S l ti P
Problem
bl
R
Recognition
iti
Generic Problem
Recognition
Selective Problem
Recognition
Involves a discrepancy
that a variety of brands
within a product category
can reduce
Increasing generic
problem recognition
generally results in an
expansion of the total
market
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QUESTIONS?
|
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P
Process
off seeking
ki
External
E
l
External
information
informationininthe
the
outside
outsideenvironment.
environment.
10
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Information Search
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Evoked Set
IBM
Apple
Compaq
Awareness
A
Set
IBM
Apple
Toshiba
Compaq
HP
Fujitsu
Sony
Inert Set
Toshiba
Sony
HP
Inept Set
Fujitsu
TOTAL SET
AWAERENESS SET
Evoked set
Purchase Decision
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Sources of Information
Five primary sources of information available to
consumers:
Memory of past searches, personal experiences, and lowlowinvolvement learning
Personal sources
sources,, such as friends, family, and others.
Independent sources
sources,, such as magazines, consumer
groups, and government agencies
Marketing sources
sources,, such as sales personnel, websites,
and advertising
Experiential sources,
sources, such as inspection or product trial
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Maintenance Strategy
2.
Disrupt Strategy
3.
Capture Strategy
4.
Intercept Strategy
5.
Preference Strategy
6.
Acceptance Strategy
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