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● What is the nature of problem recognition? (pp. 502-503) Hint: There is no need
to memorize Figure 14-2.
○ The first stage in the consumer decision process
○ The result of a discrepancy between a desired state and an actual state
that is sufficient to arouse and activate the decision process
○ Without recognition of a problem there is no need for a decision
● What are the stages of the consumer decision process model? (Slides)
5.) Consumption
7.) Divestment
○
Internal Search
External Search
● What are the four categories of decision alternatives (i.e., sets)? (pp. 521-524)
○ All potential alternatives
○ Awareness set
○ Evoked set
○ Specific alternative purchased
● What marketing strategies affect information search on the Internet? (pp.
olded and italicized t erms.
529-531) Hint: Pay attention to b
○ Bots: do the searching on the internet for the consumers
○ Behavioral targeting: tracking consumer click patterns on a website and
using that information to decide on banner ad placement
○ Search engine optimization: involves techniques designed to ensure that a
company’s web pages “are accessible to search engines and focused in
ways that help improve the chances they will be found”
● What are the types of customers that are created through relationship marketing
(pp. 637-639, Slides) Hint: Understand the difference between behavioral loyalty
and affective loyalty.
○ Loyalty
○ behavioral= purchase it
○ affective= feelings
● What is brand loyalty? I s it typically a habit or an emotional connection? (p. 638)
○ Brand loyalty: a biased behavioral response expressed over time by a
decision-making unit with respect to one or more alternative brands out of
a set of such brands that is a function of psychological processes
○ Driven by habit
● What is relationship marketing? ( p. 643)
○ An attempt to develop an ongoing expanding exchange relationship with a
firm’s customers
● What are the keys to a successful relationship marketing strategy? (Slides)