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GOAL [Problem/Need]. A. B. C. 1. 2. 1. 2. 1. 2. 1. CONSUMER BEHAVIOR; MKTG. 301 [Dr. Carter]. Basic “Cognitive Map” Decision Tree. Consumer Decision Process Steps [Ch.8]. PROBLEM RECOGNITION a. Mental Budget [Attention, Time, Money] b. Roles, Location, Costs

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GOAL [Problem/Need]

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Goal problem need

GOAL

[Problem/Need]

A

B

C

1

2

1

2

1

2

1

CONSUMER BEHAVIOR; MKTG. 301

[Dr. Carter]

Basic “Cognitive Map” Decision Tree

Consumer Decision Process Steps [Ch.8]

  • PROBLEM RECOGNITION

    a. Mental Budget [Attention, Time, Money]

    b. Roles, Location, Costs

    c. Internal/External Stimuli

    d. Table 8.1 Problem “Situation” Quadrant

  • INFORMATION SEARCH

    a. Search for “Criteria” & “Weights”

    b. Search for Alternatives “Solutions”

    c. “Sources, Strategies, Amount”

    d. “Awareness, Evoked, Consideration Sets”

  • PRE-PURCHASE ALTERNATIVE EVALUATION

    a. Non-Compensatory Choice Models

    b. Compensatory Choice Models

    c. Combined & Heuristic Choice Models

    d. Process Alternatives, Criteria, and Weights

    Using Choice Models)

  • PURCHASE – Implementation/Deviation

  • POST-PURCHASE

    -- Confirmation, Evaluation, Satisfaction/Dissatisfaction


Customer decision making process

Customer Decision-Making Process

Problem recognition

Information search

Alternative evaluation

Post-purchase experience

Purchases


Customer decision making process as a marketing management strategy map

Customer Decision-Making Process as aMarketing Management Strategy Map

MARKETING MANAGEMENT APPROACHES

Product PricePlace Promotions

New Tech./Service

Standard/Format

[DVDs, PDAs, etc.]

Free

Or

Purchase Terms

Intensive

Franchise

Location

Problem/Need recognition

Awareness &

Recognition

Orientation

Cost &

Content

Pricing Terms

Outlet Signage

&

Web Distrib.

Product Packaging

Or

Service Materials

Recall Orientation

With Detailed Info.

[e.g., infomercial]

Information search

New or Unique

Features

Exclusive Locale

& Selective

In-Store Stocking

Comparison

& Competitor

Pricing Terms

Alternative evaluation

Comparative

Appeals

Scanner Labels

&

Convenient Handling

Point of Purchase

Displays &

Coupons/Promotions

Web/Phone Purchase Options

& Self Checkout

Purchases

Credit

Availability

Instructions

& Help Services

Money Back

Returns & Discounted Future

Purchases

In-Store

Usage Training

& Services

Ongoing Communication

[Web, 800#, etc.]

Post-purchase experience


Customer decision making process as a cognitive digital business model map

Customer Decision-Making Process as aCognitive Digital Business Model Map

Problem/Need recognition

Information search

Alternative evaluation

Purchases

Post-purchase experience


Goal problem need

THE CUSTOMER DECISION PROCESS AS “GUMBALL MACHINE”

[Carter’s View]

Problem/Need Recognition

Information Search

Evaluation of Alternatives

Purchase


Goal problem need

CUSTOMER DECISION PROCESS “MAPPING”

&

CUSTOMER DECISION SUPPORT SYSTEM “TRACKING”

[Carter’s View]

CDSS “TRACKING”

CDP “MAPPING”

Problem/Need recognition

Information search

Home/Body Sensors

Alternative evaluation

Media Embedded QR Codes

Virtual World

Avatar Experience

Purchases

Digital Wallet

Post-purchase experience

Remote “Cloud” SAAS Networks


Goal problem need

CUSTOMER DECISION SUPPORT SYSTEMS AS

“Digital Ecology Spheres”

[Carter’s View]

Sapient Environments

Smart Homes/Facilities

Vehicle/Transport Systems

Mobile Devices

Wearable Tech

Body Sensors


Goal problem need

The MEANING of “COGNITION”

  • Descartes Cogito(1637)– “I think therefore I am.”

  • Brain – nervous system organ(“signals”)

  • Mind– the brain’s thought property (“sense”)

  • Cognition– the inner world thought process that creates outer world experiences (“choice”)

  • Consciousness– awareness of cognition and responsibility for choices (“ethics”)


Goal problem need

“CONSUMER COGNITION”

  • Economic Man – Material resource choices (property, scarcity, allocate, exchange, gain)

  • Consumer/Purchase Decision Process – Stages of rational/emotional consideration that result in economic market choices for need/want.

  • Consumer Decision Support Systems (CDSS)– information technology devices, networks, and applications that aid market choice processes

  • Digital Man – Information resource choices(content, abundance, combine, interact, grow)

  • Digital Cognition – electronic presence capable of autonomous choice(“intelligent agents”)


Goal problem need

The MODES of “COGNITION”

  • David Hume (1700s) – Philosophy & Science

    ~ “Human Understanding” is a mixture of logical purpose and emotional passion

    (a) Logic – “Intellectualism”

    (b) Emotion – “Sentimentalism”


Goal problem need

The MODES of “COGNITION”

  • Herbert Simon (1940s - Present)

    – Cognitive Psychology, Economics, and

    Organizational Management

    (a) Decision Tree

    ~ Rational Mind “rationalizes” (semi-logic)

    (b) Choice Options

    ~ Emotional Mind “satisfices” (quasi-feeling)


Goal problem need

The MODES of “COGNITION”

  • Nicholas Negoponte (“Being Digital”, 1995) – Computer Science & Cognitive Psychology

    ~ “Digital Being” is created from bytes

    ~ “Human Being” is created from atoms

    (a) Cognition is a Thinking Being

    (b) Computer is a Thinking Machine

    (c) Conscious Network is a Thinking Presence

    -- intelligent content, artificial life, virtual world


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