Understanding the Marketing Process Leonardo Matarrese
1. CHAPTER 11 Understanding Marketing Processes and Consumer Behavior
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19. The Consumer Buying Process Personal & Environmental Factors Psychological Personal Social Cultural Stages of the Consumer Buying Process Evaluation of Alternatives Which are comfortable? Which are affordable? How will others react to them? Information Seeking Search for stores, styles, prices, opinions of others Problem Recognition Need to replace old shoes Purchase Decision Choose rationally or emotionally Postpurchase Decision Observe reactions of others; test durability, compare with older shoes Marketing Factors Product Pricing Promotion Place 10 -
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25. The Industrial Buying Process Stages in the Buying Process Postpurchase Evaluation of product and evaluation of supplier Purchase Decision Information Seeking 10 - Problem Recognition Developing Product Recognition Evaluation of Alternatives using product specification