Fleming MKT 340 | Online Study Guide Module 2 | Customer Perspective

Fleming MKT 340 | Online Study Guide Module 2 | Customer Perspective

Fleming MKT 340 | Online
Study Guide Module 2 | Customer Perspective
Remember--Assessments are cumulative. You should expect 5 to 10 items on this assessment
that are from Module 1 topics. You will have marketing plan and ethics topics on this exam.
Chapter 6
Learning Objective 6.1: Articulate the steps in the consumer buying process
Concepts
● Know the steps and the concepts that go with each step of the consumer buying process
● Understand what the consumer is doing in each step
● Additional prompts for each step provided below
Step 1: Need Recognition
Learning Objective 6.2: Describe the difference between functional and psychological needs
Know the textbook definitions
● Need recognition.
● Functional needs
● Psychological needs
Concepts
● What is the difference between functional and psychological needs?
â—‹ Provide an example of each
● What does the textbook mean by “unsatisfied need.”
â—‹ Recognize when a consumer is expressing an unsatisfied need
Step 2: Search for information
Learning Objective 6.3: Describe factors that affect information search
Know the textbook definition
● Internal search for information
● External search for information
Concepts: Actual and perceived risk
● Perception of risk is an important concept in consumer behavior.
â—‹ Takeaway: The higher the risk, the more likely the consumer is to engage in an
extended search. Read carefully textbook sections: 

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