Consumer Decision Process
- 최초 등록일
- 2008.11.04
- 최종 저작일
- 2008.10
- 12페이지/
MS 파워포인트
- 가격 2,500원
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소개글
소비자 구매 결정 프로세스
마케팅 소비자 구매 이론중 구매 욕구 인식 부분에 중점을 둔 자료임
목차
1 Customer Decision Process =
Needs Recognition ->. Information Search -> Evaluation of Alternatives -> Choice -> Purchase -> Post-ChoiceEvaluation
2. Needs Recognition
3. Triggers of Needs Recognition
4. Conclusion
5. 4 components of Needs Recognition
본문내용
Why is “Needs Recognition” important?
- Here is room for marketing
s can increase Motivation for purchasing product
How Marketing Affects Perceived Needs?
Definition of needs is discrepancy between actual and desired state
Marketing can move perceived desired state up or perceived actual state down.
ex : ‘ A Diamond is Forever’ : the Slogans of Debeer
Triggers of Needs Recognition
Inventory runs out
Family life cycle
: Needs is changed according to family life cycle, such as getting old, having a baby, marriage, etc.
Changing reference groups
: If the group that I compare to other is changing.
참고 자료
based on the lecture of Professor Joseph C. Nunes in USC