Exam 4: Pre-Purchase Processes: Need Recognition, Search, and Evaluation

A company seeking to create demand for its specific brand would want to activate generic need recognition.

A ____ is a restriction or requirement for acceptable performance.

Search can be defined as the motivated activation of knowledge stored in memory or acquisition of information from the environment.

Consider the retailer that follows a "good" and "better" approach in stocking its product lines. That is, whenever possible, the retailer offers a good brand with a reasonable price and a better brand with a more expensive price. This retailer is now considering the addition of a third brand to its product lines. Some managers want this third brand to be a cheaper, lower quality version of the good brand. Other managers, however, want this third brand to be a higher quality, more expensive version of the better brand. What are the pros and cons of each position?

Under compensatory evaluation strategies, a product's weakness on one attribute may be offset or compensated for by a strong performance on another attribute.

One potential benefit of understanding need recognition is that it may reveal a market segment with unsatisfied desires, thereby providing businesses with new sales opportunities.

What is the difference between generic and selective need recognition? When might each be an appropriate target of marketing activities?

According to a funnel search strategy, consumers begin their Internet search by entering ____ into a search engine.

As a rule of thumb, a company should:

Need recognition is defined as the perception of a difference between the desired state of affairs and the actual situation sufficient to arouse and activate the decision process.

When recognition at the point-of-purchase determines the consideration set, a manufacturer's marketing strategy should emphasize:

The degree of satisfaction with prior purchases has been shown to be unrelated with the consumer's reliance on internal search.

Ongoing search involves:

Internal search involves the retrieval of knowledge from memory.

The attraction effect suggests that the introduction of a/n ____ brand into the consideration set causes the other brands in the set to be evaluated ____.

Mary Jane is quite satisfied with her most recent purchase of hair care items. For future purchases of that nature, she is most likely to rely on:

Consumers are more likely to search when they:

____ search involves the retrieval of knowledge from memory, whereas ____ search consists of collecting information from the marketplace.