Flashcards in Chapter 16: Part 2 Deck (15)
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Evaluative criteria
typically associated with desired benefits
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Before a marketing manager or public policy decision-maker can develop a sound strategy to influence consumers decisions, he/she must determine:
- Which evaluative criteria are used by the consumer
- How the customer perceives the various alternatives on each criterion
- Relative importance of each criterion
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Direct methods
include asking customers what criteria they will use for a specific purchase
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Indirect methods
includes projective techniques and perceptual mapping
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Projective techniques
allow respondents to indicate criteria someone else may use
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Perceptual mapping
indirect, visually displays perceptions of brands that consumers have
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Conjoint analysis
consumer is presented with a set of products or product descriptions in which evaluative criteria may vary
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Noncempensatory rule
high level of one attribute cannot offset a low level of another
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Compensatory rule
consumers average across attribute levels
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Conjuctive decision rule
establishes minimum required performance standards for each evaluative criterion and selects the first or all brands that meet or exceed these expectations
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Disjunctive decision rule
establishes a minimum level of performance for each important attribute
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Elimination-by-aspects decision rule
requires consumer to rank the evaluative criteria in terms of their importance and establish a cutoff point for each criterion
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Lexicographic decision rule
requires consumer to rank the criterion in order of importance
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Compensatory decision rule
brand that rates the highest on the sum of the consumer’s judgements of the relevant evaluative criteria will be chosen
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