Check out the new look and enjoy easier access to your favorite features
Page 2
Try the new Google Books
Check out the new look and enjoy easier access to your favorite features
CH 61.Mathew has a new dog and is shopping for a pet grooming tool. He just picks up the firstbrush he sees and buys it.– Low involvement learningLow- involvement learninghappens when people are not prompted to value new information.This is more prevalent (wide spread) than high-involvement learning because thevast majority of marketing stimuli occur when there is little or no interest in theinformation.Low involvement consumers spend little time comparing product attributes andfrequently identify very little differences across brands.Usually buy products with best shelf positon or lowest price with no evaluation ofsalient product characteristics2.The relationship between consumer demand for products and for B2B products-Deriveddemand.Demand for B2B products originates from the demand for the consumer products.Environmental factors have long-term and short-term effects on consumer productchoices.Long economic factors-dramatic changesin thepriceShort term factors-likehurricane3.Asupply chainis the synchronized movement of goods through the channelIt is more integrated than before as companies try to keep production costs low,provide maximum customer input and flexibility in the design of products, andcreate competitive advantage.Supply chain in B2B markets is generally more direct, with suppliers andmanufacturers working closely together to ensure efficient movement of productsand services4.The U.S government is the singlelargest buyerof goods and services in the world.Combined with state and local government, the value of purchases is over $2trillion.5.Nonverbalcommunication is the means of communicating through facial expressions,eye behavior, gestures, posture, and any other body language.Two factors-timeandpersonalspace.Time-Americans and Westerns Europeans place a high value on time and view itin discrete blocks of hours, days and weeks. They focus on scheduling and gettingas much done in a given period as possible.Latin Americans and Asians view time as much more flexible and less discrete.Positive Nonverbal-smiling, eye contact, steady breathing, tone of voice,moving closer to the person.Negative Nonverbal-swaying, stuttering, hands in pockets, fidgeting, looking atclock or watch.difficult situations. Along with this, marketers control some of the decisions consumers make by providing options.• State of mind is the consumer's state of mind at time of purchase. A consumer's mood influences the purchase decision. People in a positive stateof mind are more likely to browse. Negative mood states are less tolerant and lead to increased impulse and compulsive purchases.• Time is the amount of time an individual has to make the purchase. The product choice decision can be affected by time pressure. The consumerwill be less willing to wait for the best solution and more likely to purchase an acceptable alternative.• Social circumstance is the social interaction at the time of purchase. Shopping is a social activity and people are influenced by the socialinteraction at the time of purchase. Trying on an outfit alone may lead to purchase; however, when putting on the outfit while shopping with afriend, it is unlikely the clothing will be purchased if the friend does not like it.118.(p. 129-130)• Physical surrounding, social circumstances, time and state of mind are all purchase event characteristics that affect the finalpurchase decision. Physical surrounding is the environment for the purchase. From store colors to the employees, consumers respond to theirphysical environment. For example, crowding can have a negative effect on purchase decisions because, if the store becomes too crowded, peoplewill forgo the purchase, perhaps going somewhere else.There are two primary outcomes of consumer dissatisfaction with a product: A customer will either change his or her behavior or do nothing.When a customer has an unfavorable experience at the bank, she may not leave but her opinion of the bank diminishes. Over time, this will erodethe consumer's evaluation of the bank. The second result of consumer dissatisfaction is a change in behavior. The consumer may simply chooseto stop shopping at that store or purchasing a particular product. Another option is complain to management. Marketers are aware that for everycomplaint, there are eight "quiet" but dissatisfied consumers who chose to walk away. An even greater concern is consumers telling friends about abad experience or complaining to government agencies. Finally, dissatisfied consumers who believe their legal rights have been violated may takelegal action for damages related to the purchase experience.119.(p. 132)Most products are evaluated on two dimensions—instrumental performance and symbolic performance. Instrumental performancerelates to the actual performance features of the product and answers the question: Did the product do what it was supposed to do? Symbolicperformance refers to the image-building aspects of the product and answers the question: Did the product make me feel better about myself?A product that performs poorly on instrumental dimensions will ultimately lead to dissatisfaction. However, for a consumer to be fully satisfiedwith the product, it must perform well both instrumentally and symbolically. A new Hyundai automobile may have scored high on instrumental
