The IMC Foundation - Buyers Behaviors

21 important questions on The IMC Foundation - Buyers Behaviors

What are the factors conducting an external search?

Cost versus benefits of search
-Motivation to search
Ability to search

What involves the level of motivation?

Level of involvement
-Need for cognition
Level of shopping enthuasiasm.

What is an affective component?

The feelings or emotions a person has about the object, topic or idea.
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What is a cognotive component?

A persons mental image, understanding and interpretations of the persons object or issue.

What is the conative component?

Individuals intentions, actions or behaviour.

What is an evoked set?

Consist of the brands the individual considers in a purchasing situation

What is a inept set?

The brands that are part of a persons memory that are not considered because they elicit negative negative.

What is the affect referral?

Consumers choose brands they like the best or the ones with which they have emotional connections.

What trends are affecting the consumer buyer environment?

-Age complexity-Children grow up earlier.
-Gender complexity-Traditional roles of men and women are blurred
-Active, busy lifestyles-Impact consumer behaviors.
-Diverge lifestyles-People marry older
-Health emphasis-Blossoming interest in health

What is the inert set?

It holds the brands that the consumer is aware of but the individual has neither negative nor positive feelings about them.

What are the marketing responses to the changing trends?

-Monitor consumer environment for changes
-Create goods and services that are compatible with changes
-Design marketing messages that reflect the changes

What is the buying centre?

The group of people making a purchase descision, on behalf of the business.

What are the individual factors affecting members of the buying centre?

Personality,
Roles
Motivation
Power
Risk
Level of involvement
Personal objectives

What is a straight rebuy?

The firm has previously chosen a vendor and places a reorder.

What is modified rebuy?

The buying team considers and evaluates alternatives.

What are the reasons for a modified rebuy?

-Dissatisfied with the current vendor
-A different vendor makes a attractive offer
-End of contract with the vendor

What is dual channel marketing?

Selling virtually the same goods or service to both consumers and businesses.

What is compensatory heuristics?

Model that shows that individual attributes vary for the consumer

What is a common sequence of events that takes place in attitude formation

Cognitive  -  Affective - Conative

What are some personal values?

- comfortable life
- equality
- excitement
- Freedom
- Fun, exciting life
- Happiness
- innet peace

What is the B2B buying process?

- Identification of needs
- Establish specifications
- Identify vendors
- Evaluate vendors
- Select vendor
- Purchase negotiations
- Post purchase evaluation

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