Need recognition

Question 1

6 Stages of Consumer Decision Making

Answer 1

Need/problem recognition, information search, evaluation of alternatives, purchase decision, consumption/usage, post-purchase

Question 2

Problem Recognition

Answer 2

The perceived difference between actual & ideal state
Occurs when consumers detect a difference
Difference has to exceed the awareness threshold

Question 3

Need recognition

Answer 3

Find an existing need

Question 4

Opportunity recognition

Answer 4

Create a new ideal (ie iPhone)

Question 5

How Can Marketers Influence Problem Recognition?

Answer 5

Create Dissatisfaction with the Actual
Inform consumers of the way things really are
Educate about the problem
Remind about the problem
Exaggerate the problem
Create a New Ideal (ie opportunity recognition)
Help Consumers Recognize Their Future Needs

Question 6

Selective need recognition

Answer 6

stimulate secondary demand–try to take a bigger piece of the pie from competitors by distinguishing the products unique advantages ie brand

Question 7

Generic need recognition

Answer 7

stimulate primary demand— promote the merits of an entire product category rather than a particular brand
By Industry: e.g., cotton, milk, wine, pork, orange juice
By Brands: more likely for market leaders and in new product categories