Term
| What is the level of involvement in the buying process ? |
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Definition
| The level up to which the consumer minds its purchase as a problem solving. |
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Term
| What are the 3 level of involvement ? |
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Definition
low -> routinized response behavior, medium -> limited problem solving
high -> extensive problem solving |
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Term
| What are the four types of buyer behavior and how are they derived ? |
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Definition
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Term
| What does high involvement imply ? |
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Definition
Product Benefit
Performance over price
Informative promotion
Less stores |
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Term
| What does low involvement imply ? |
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Definition
Product Benefit
Key importance of price
Promotion bashing
More stores |
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Term
| What are the 5 stages in the buyer decision process ? |
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Definition
| Need or problem, information search, evaluation of alternavies, purchase decision, post-purchase evaluation |
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Term
| What are the 3 sources of information ? |
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Definition
| Personal, Commercial, Public |
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Term
| What are the 3 kind of factors increasing pre-purchase search ? |
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Definition
| Product-related, situational and personal |
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Term
| How do we evaluate attitude toward brands ? |
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Definition
compensatory model
[image] |
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Term
| What are the two analysis drawn in organizational dynamics B2B ? |
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Definition
Value analysis
Vendor analysis |
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Term
| What are the features of a marketing program for raw materials ? |
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Definition
focus on distribution and price
little promotion |
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Term
| What are the features of a marketing program for components and parts? |
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Definition
| Long term relationship buyer-seller |
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Term
| What are the features of a marketing program for operating supplies goods? |
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Definition
| heavy use of different purchasing channels, frequent distribution |
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Term
| What are the features of a marketing program for Business Services ? |
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Definition
| Qualification, experience, reputation |
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Term
| what are the Methods to gather info ? |
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Definition
| Statistical, Observation, Surveys, Analogy, Judgment, Market tests |
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Term
| What is technologic uncertainty ? |
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Definition
| Consumer's uncertainty about the pace of technology and availability of complementary software |
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Term
| What is technologic incompatibility ? |
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Definition
| the consumer doubt whether the product will work on his hardware |
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Term
| In which situation is there PoC and LoC ? |
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Definition
Low incompatibility/uncertainty : presence of content
High C/I = lack of content |
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Term
| What should you do in a LoC situation ? |
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Definition
reduce financial and performance risk
increase product image and value |
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Term
| What should you do in a PoC situation ? |
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Definition
reduce financial risk
increase product image and value
Slight change in tradition (create uniqueness) |
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Term
| Two types of barriers in adoption of technological innovations ? |
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Definition
Functional (Usage, Value, Risk)
Psychological (Tradition, Image) |
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Term
| What are primary and secondary data ? |
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Definition
Primary Data are collected from individual research (surveys, interview, observation)
Secondary data already exist |
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Term
| Why is mentioning brand names for comparative advertising dangerous? |
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Definition
| Viewers think the ad is for the other product rather than the one that is actually advertised |
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Term
| What are the 7 keys to good forecasting ? |
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Definition
| Relevance, Precision, Clarity, Timeliness, Statistics, Presentation |
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