Fwd: Session 1 answers

[Pia Montemayor]

Begin forwarded message:

From: Silvia Müller <silvia....@hotmail.com>
Date: 20 de marzo de 2013 16:10:47 GMT+01:00
To: pia.mon...@gmail.com
Subject: Session 1 answers

huhu chicita


so here are some more extensive anwers, doubts, etc….

Question 2: traditional CDM is: problem rec --> information search --> evaluation of alternatives --> purchase decision --> post purchase behavior

In what way has the traditional CDM been criticized: (that was our homework right?)
I wrote that no changes from past to today taken into account. E.g. nowadays people use the internet for info source and for post-purchase they put a review in the internet etc. ---> Hence the model does not taken in account that there are changes going on in each steps along with a changing environment (new technology, changed cultural behaviors etc.)

Marketing fallacies of Zaltman:
The model does not taken into account unconscious events since the greatest influence on consumer decision take place below surface of conscious thought and outside consumer awareness. E.g. it does not taken into account unconscious events such as price decision from 9.90 to 10 (priming of prices), or having had a dinner with a person and upon you liked the person or not you liked the food or not…. do you understand what i mean?

CDM  starting point of purchase decision:
I think it is between the end of evaluation of alternatives and beginning of product decisions.

When does need recognition occur? When there is a gap between the actual state and ideal desire state

Explain how passive search happens:
You actually have a need but it is unconscious. You fancy a brand and as soon you sees an advertisement you listen/read it and get info about it. This is because you have a want for a specific brand.

and that is it so far… i start now with session two

xxx
thx
it is very helpful

silvi

[Marcela Restrepo Gomez]

Thank you girls!!

If I have any insights I'll share, but this is not my strong subject :/

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