1 / 10

GOAL [Problem/Need]

GOAL [Problem/Need]. A. B. C. 1. 2. 1. 2. 1. 2. 1. CONSUMER BEHAVIOR; MKTG. 301 [Dr. Carter]. Basic “Cognitive Map” Decision Tree. Consumer Decision Process Steps [Ch.8]. PROBLEM RECOGNITION a. Mental Budget [Attention, Time, Money] b. Roles, Location, Costs

pauledwards
Download Presentation

GOAL [Problem/Need]

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. GOAL [Problem/Need] A B C 1 2 1 2 1 2 1 CONSUMER BEHAVIOR; MKTG. 301 [Dr. Carter] Basic “Cognitive Map” Decision Tree Consumer Decision Process Steps [Ch.8] • PROBLEM RECOGNITION • a. Mental Budget [Attention, Time, Money] • b. Roles, Location, Costs • c. Internal/External Stimuli • d. Table 8.1 Problem “Situation” Quadrant • INFORMATION SEARCH • a. Search for “Criteria” & “Weights” • b. Search for Alternatives “Solutions” • c. “Sources, Strategies, Amount” • d. “Awareness, Evoked, Consideration Sets” • PRE-PURCHASE ALTERNATIVE EVALUATION • a. Non-Compensatory Choice Models • b. Compensatory Choice Models • c. Combined & Heuristic Choice Models • d. Process Alternatives, Criteria, and Weights • Using Choice Models) • PURCHASE – Implementation/Deviation • POST-PURCHASE • -- Confirmation, Evaluation, Satisfaction/Dissatisfaction

  2. Customer Decision-Making Process Problem recognition Information search Alternative evaluation Post-purchase experience Purchases

  3. Customer Decision-Making Process as aMarketing Management Strategy Map MARKETING MANAGEMENT APPROACHES Product Price Place Promotions New Tech./Service Standard/Format [DVDs, PDAs, etc.] Free Or Purchase Terms Intensive Franchise Location Problem/Need recognition Awareness & Recognition Orientation Cost & Content Pricing Terms Outlet Signage & Web Distrib. Product Packaging Or Service Materials Recall Orientation With Detailed Info. [e.g., infomercial] Information search New or Unique Features Exclusive Locale & Selective In-Store Stocking Comparison & Competitor Pricing Terms Alternative evaluation Comparative Appeals Scanner Labels & Convenient Handling Point of Purchase Displays & Coupons/Promotions Web/Phone Purchase Options & Self Checkout Purchases Credit Availability Instructions & Help Services Money Back Returns & Discounted Future Purchases In-Store Usage Training & Services Ongoing Communication [Web, 800#, etc.] Post-purchase experience

  4. Customer Decision-Making Process as aCognitive Digital Business Model Map Problem/Need recognition Information search Alternative evaluation Purchases Post-purchase experience

  5. THE CUSTOMER DECISION PROCESS AS “GUMBALL MACHINE” [Carter’s View] Problem/Need Recognition Information Search Evaluation of Alternatives Purchase

  6. The MEANING of “COGNITION” • Descartes Cogito(1637)– “I think therefore I am.” • Brain – nervous system organ(“signals”) • Mind– the brain’s thought property (“sense”) • Cognition– the inner world thought process that creates outer world experiences (“choice”) • Consciousness– awareness of cognition and responsibility for choices (“ethics”)

  7. “CONSUMER COGNITION” • Economic Man – Material resource choices (property, scarcity, allocate, exchange, gain) • Consumer/Purchase Decision Process – Stages of rational/emotional consideration that result in economic market choices for need/want. • Consumer Decision Support Systems (CDSS)– information technology devices, networks, and applications that aid market choice processes • Digital Man – Information resource choices(content, abundance, combine, interact, grow) • Digital Cognition – electronic presence capable of autonomous choice(“intelligent agents”)

  8. The MODES of “COGNITION” • David Hume (1700s) – Philosophy & Science • ~ “Human Understanding” is a mixture of logical purpose and emotional passion • (a) Logic – “Intellectualism” • (b) Emotion – “Sentimentalism”

  9. The MODES of “COGNITION” • Herbert Simon (1940s - Present) • – Cognitive Psychology, Economics, and • Organizational Management • (a) Decision Tree • ~ Rational Mind “rationalizes” (semi-logic) • (b) Choice Options • ~ Emotional Mind “satisfices” (quasi-feeling)

  10. The MODES of “COGNITION” • Nicholas Negoponte (“Being Digital”, 1995) – Computer Science & Cognitive Psychology • ~ “Digital Being” is created from bytes • ~ “Human Being” is created from atoms • (a) Cognition is a Thinking Being • (b) Computer is a Thinking Machine • (c) Conscious Network is a Thinking Presence • -- intelligent content, artificial life, virtual world

More Related