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samenvatting Marketing for pre masters chapter 7 t/m chapter 14
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Samenvatting Marketing Managementfor Pre-Masters
Chapter 7:
7-1 Describe how marketers can influence the process of consumers recognizing a
consumption problem.
7-2 Identify the ways in which marketers can affect consumers’ internal search.
7-3 Explain how marketing strategy is influenced by a consumer’s external search.
Looking at car ads, browsing at dealerships, and going online to read reviews are all part of
external information search.
The first step in the consumer decision-making process involves problem recognition (the
consumer recognizes a problem that needs to be solved). Next, the consumer searches for
information to solve the problem either internally from memory or externally from outside
sources (such as experts, magazines, or ads).
Problem recognition
The perceived difference between an actual and an ideal state.
ideal state
The way we want things to be. The ideal state can also be a function of our future goals or
aspirations.Sometimes we rely on simple expectations, usually based on past experience,
about everyday consumption and disposition situations and how products or services fulfill
our needs.
actual state
Current state; the way things actually are. Can be influenced by a variety of factors; physical
factors, product malfunction, unexpectedly needing a service.
The greater the discrepancy between the actual and the ideal states, and the higher the level
of motivation, ability, and opportunity (MAO), the more likely consumers are to act.
In general, marketers use two major techniques to try to stimulate problem recognition;
1. they can attempt to create a new ideal state.
2. marketers can try to encourage our dissatisfaction with the actual state, as Saks Fifth
Avenue did by fostering shoppers’ dissatisfaction with ordinary shopping bags.
,Marketers can target the ideal state by showing consumers how the product is the solution to
their problems.
internal search
The process of recalling stored information from memory.
Almost all decision-making involves some form of memory processing. Consumers have
stored in memory a variety of information, feelings, and past experiences that can be
recalled when making a decision. Consumers are likely to recall only a small subset of
stored information when they engage in internal search. Consumers will attempt to recall
more information when felt involvement, perceived risk, or the need for cognition is high.
Consumers can recall information from memory only if they have the opportunity to do so.
Time pressure or distractions will limit internal search.
researchers have examined the recall of four major types of information:
(1)brands,
Consumers tend to recall a subset of two to eight brands known as a consideration or
evoked set. The subset of top-of-mind brands evaluated when making a choice. With
product proliferation, however, the number of offerings has increased dramatically. A
situation that increases competition for inclusion in the consideration set.
In general, the consideration set consists of brands that are “top of mind,” These are the
brands that pop up in consumers’ minds when they are considering these product
categories. Stored information can help consumers identify brands on the shelf.
consideration sets vary in terms of their size, stability, variety, and preference dispersion (the
equality of preferences toward brands or products in the set). On more familiar occasions
and in more familiar locations, such as when buying snacks at the local movie theater,
consumers have consideration sets that are less stable, are larger in size, and have slightly
more variety. In such situations, consumers tend to have stronger preferences for one or two
items in the consideration set. if consumers cannot recall brands from memory to form a
consideration set, the set will tend to be determined by external factors such as the
availability of products on the shelf or the suggestions of salespeople.
factors that increase the possibility of consumers’ recalling a particular brand during internal
search, and including that brand in their consideration set:
● Prototypicality; When consumers engage in internal search, they more easily recall
brands that are closest to the prototype or that most resemble other category
members
● Brand familiarity; Well-known brands are more easily recalled during internal search
than unfamiliar brands because the memory links associated with these brands tend
to be stronger (repeat marketing communications).
● Goals and usage situations; marketers can attempt to associate products with certain
goals and usage situations.
● Brand preference; Brands toward which the consumer has positive attitudes tend to
be recalled more easily and tend to be included in the consideration set more often
than brands that evoke negative attitudes
, ● Retrieval cues; Strongly associating the brand with a retrieval cue, marketers can
increase the chance that the brand will be included in the consumer’s consideration
set.
(2)attributes,
We access only a small portion of the information stored in memory during internal
search.The attribute information we recall tends to be in summary or simplified form rather
than in its original detail.
Factors influence the recall of attribute information in the information search and decision-
making processes:
● Accessibility or availability; Information that is more accessible or available—having
the strongest associative links—is the most likely to be recalled and entered into the
decision process.Marketers can make information more accessible by repeatedly
drawing attention to it in communications or by making the information more relevant
● Diagnosticity Diagnostic information (That which helps us discriminate among
objects). If all brands of computers are the same price, then price is not diagnostic, or
useful, when consumers are making a decision. On the other hand, if prices vary,
consumers can distinguish among them, so the information is diagnostic.
Research shows that negative information tends to be more diagnostic than positive or
neutral information because the former is more distinctive. Because most brands are
associated with positive attributes, negative information makes it easier for consumers to
categorize the brand as different from other brands.
● Salience; salient (prominent) attributes (Attribute that is “top of mind” or more
important). By repeatedly calling attention to an attribute in marketing messages,
marketers can increase a product’s salience and its impact on the decision.
attribute determinance
Attribute that is both salient and diagnostic.In the watch category, “telling time” is a very
salient attribute but is not diagnostic because all watches tell time. That is why Rolex
stresses their quality and craftsmanship as diagnostic attributes.
● Vividness;Vivid information is presented as concrete words, pictures, or instructions
to imagine (e.g., imagine yourself on a tropical beach) or through word-of-mouth
communication. Vividness affects attitudes only when the effort required to process
the information matches the amount of effort the consumer is willing to put forth.
● Goals; The consumer’s goals will determine which attribute is recalled from
memory.Marketers can identify important goals that guide the choice process for
consumers and can then position their offerings in the context of these goals, such as
offering economy vacation packages.
(3)evaluations
Because our memory for specific details decays rapidly over time, we find overall
evaluations or attitudes (i.e., our likes and dislikes) easier to remember than specific attribute
information. Our evaluations tend to form strong associative links with the brand. This
tendency is the reason that it is important for a marketer to encourage positive attitudes
toward its brand or offering, whether it is a product, service, person, or place. Many
businesses do this via social media.
, Evaluations are also more likely to be recalled by consumers who are actively evaluating the
brand when they are exposed to relevant information. Online processing (When a consumer
is actively evaluating a brand as he/she views an ad for it).
consumers do not have a brand-processing goal when they see or hear an ad. In such cases
they do not form an evaluation and are therefore better able to recall specific attribute
information, assuming that their involvement was high and the information was processed.
(4)experiences.
Internal search can involve the recall of experiences from autobiographical memory in the
form of specific images and the effect associated with them. Information in semantic
memory, experiences that are more vivid, salient, or frequent are the most likely to be
recalled.
Marketers often deliberately associate their products or services with common positive
experiences or images to increase their recall from consumers’ memory. It is important for
marketers to respond to comments about negative experiences with speedy, satisfactory
responses that are more salient.
Three biases have important implications for marketing: confirmation bias, inhibition, and
mood
Confirmation bias
Tendency to recall information that reinforces or confirms our overall beliefs rather than
contradicting them, thereby making our judgment or decision more positive than it should be.
This phenomenon is related to the concept of selective perception—we see what we want
to see—and occurs because we strive to maintain consistency in our views.
When we engage in internal search, we are more likely to recall information about brands we
like or have previously chosen than information about brands we dislike or have rejected.
One way marketers attack this problem is to draw attention to negative aspects of
competitive brands through comparative advertising.
inhibition
The recall of one attribute inhibiting the recall of another. Inhibition can also lead to a biased
judgment or decision because consumers may remember but still ignore important and
useful information.
in internal search are most likely to recall information, feelings, and experiences that match
their mood. Marketing communications that put consumers in a good mood through the use
of humor or attractive visuals can enhance the recall of positive attribute information.
external search
The process of collecting information from outside sources, for example, magazines,
dealers, and ads.
● Prepurchase search (A search for information that aids a specific acquisition
decision).
● Ongoing search (A search that occurs regularly, regardless of whether the consumer
is making a choice).
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