Marketing Communication
Marketing Communication
Marketing Communication
Kartei Details
Karten | 91 |
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Sprache | English |
Kategorie | BWL |
Stufe | Grundschule |
Erstellt / Aktualisiert | 06.12.2012 / 17.03.2015 |
Lizenzierung | Kein Urheberrechtsschutz (CC0) |
Weblink |
https://card2brain.ch/box/marketing_communication
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Einbinden |
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The Process of Consumer Decision Making
Decision Making Process
Problem Recognition -> Information Search -> Alternative Evaluation -> Purchase Decision -> Postpurchase Evaluation
Psychological Mechanisms
Motivation -> Perception -> Attitude Formation -> Integration -> Learning
Sources of Problem Recognition
Out of stock
Dissatisfaction
New need
Related products
New products
Marketer-induced
Maslows Hierachy of Needs
Selfactualization needs (selfdevelopment and realization)
Esteem needs (self-esteem, recognition, status)
Social needs (sense of belonging, love)
Safety needs (security, protection)
Physiological needs (hunger, thirst)
General Need Theory
Functional
Social: Modeling, Support
Nonsocial: Safety, Order, Physical well being
Symbolic
Social: Status, Affiliation, Belonging, Achievement
Nonsocial: Self-determination, Individuality
Hedonic
Social: Reinforcment, Relationship, Sex
Nonsocial: Sensory stimulation, cognitive stimulation, novelty