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按一下以編輯母片標題樣式,按一下以編輯母片,第二層,第三層,第四層,第五層,04/10,*,ConsumerKnowledge,04/10,1,Outline,Types ofConsumer Knowledge,Sourcesof ConsumerKnowledge,TheBenefitsofUnderstanding Consumer Knowledge,04/10,2,Types ofConsumer Knowledge,Knowledgeof the products existence,Knowledgeof the products attributes and associations,Purchase knowledge,Consumption andusage knowledge,Persuasionknowledge,04/10,3,Knowledgeof the Products Existence,Gaining awareness among consumers,Assessingawareness:,Top-of-the-mindawareness(TOMA):how many brandscanbe recalled from memory,Recognition:identifying known brandsfroma list,Recall-based measures aremoreconservative than recognition-based,04/10,4,Knowledgeof the Products Attributes and Associations,Products withinawarenesssetare likelyto have associations betweenthemand informationfrommemory,Product Image:defined by entire arrayof associationsincluding,physical properties,benefits,feeling from consumptionexperience,symbols,04/10,5,Imageanalysis,involves examining what consumers know abouta products attributes and associations,Identify attributesand associations that determine a products image,Assess strengths ofassociations,Examine what anassociation represents in theconsumers psyche,04/10,6,Purchase Knowledge:How much does it cost?,Knowledgeabouttypical rangeof pricesfor aproduct helpsconsumer evaluate fairness ofthe priceof aparticularbrand,The less consumers know aboutprice,thelessconcernedarecompaniesaboutprice differences from competitors,Imageanalysisincludes what consumers know aboutabsolute priceand relative price,04/10,7,Purchase Knowledge:Whento Buy?,Knowledgeaboutwhena productis typically goes on sale maydelay purchase,May determine when new innovationsare purchased-manyconsumersdo not purchasenewinnovations when introduced becausetheybelieve the price will drop over time,04/10,8,Purchase Knowledge:Whereto Buy?,Knowledgeaboutwhere tobuy aproduct guidespurchasedecision,Internet firmsadvertisein avariety ofmedia tobuildconsumers,knowledge ofalternative places to buy,Whereproduct is locatedin the store-when consumer are unfamiliar with store layout,they rely more onin-store information,04/10,9,Consumption andUsage Knowledge,Encompasses theinformation inmemory about how aproduct can beconsumed and what isrequiredto use it,Consumersare unlikely tobuya productwhentheylackinformation about use,Sometimesconsumer have incompleteinformation about different ways aproduct can beconsumed,New uses for existing productsmaylowerproductsattractiveness,04/10,10,PersuasionKnowledge,Information about what consumers know about the goals and tacticsof thosetrying topersuade them,Persuasionknowledgeinfluences howconsumersrespond to persuasion attempts,Knowledgeabouta particular tacticmayeliminateits effectiveness,04/10,11,Sources ofConsumerKnowledge,People-from familyto salesperson,Nonpersonal sources:media,the Internet,publications,Experiencefrombuying and consuming a product,Direct experience increases confidence in knowledge andmakes itmorelikely tobe used indecision,04/10,12,The Benefits ofUnderstandingConsumer Knowledge,Lackof knowledge,Undesirable knowledge,Gauging the ProductsPositioning Success,Discovering NewUses,Gauging the Severityof CompetitiveThreats,Enhancingthe Effectiveness ofCustomerRecruitment Activities,04/10,13,Understanding Consumer Knowledge:Lack of knowledge,Knowledgegaps:an absenceof informationin memory,Firmsneedto identify knowledge gaps which may preventconsumersfrommaking purchases,Knowledgegapsmay existfor new and currentproducts,Public policy may focus on gaps which undermine consumer welfare,04/10,14,Understanding Consumer Knowledge:Undesirable Knowledge,Consumersmay possess knowledge that isundesirable from thefirm,s perspective,Misperception:things that people believe tobe true when they are not,Firmsmustcombat misperceptions which make abrand unattractive,Oftenleads tomodification ofimage,04/10,15,Understanding Consumer Knowledge:Gauging Positioning Success,Has the brand achieved its desiredpositioning inthe marketplace?,Examine product,s image amongtarget consumers,How well has the productcreated the desiredmindset among consumers?,04/10,16,Understanding Consumer Knowledge:,Discovering NewUses,Consumersoftenuseknowledgeabouta productto“invent”new uses,Understanding how consumers use products,marketers maydiscovernew uses that can bepromotedas ameansof broadeningproduct appeal,04/10,17,Understanding Consumer Knowledge:,Gauging Severity ofCompetitive Threats,How much do consumers know about competitiveproducts?,Understanding how consumers comparecompetitive brandscan guidemarketingactivitieswithrespect to those competitivebrands,04/10,18,Understanding Consumer Knowledge:Enhancingthe Effectiveness ofCustomerRecruitment Activities,Identifying what needs tobe changed inbrandpositionand attributes,How mightthesechanges best be accomplished?Advertising,personal sales,or publicrelations?,Should sales messages focus ontechnicalinformation oreasyto understandproduct attributes?,04/10,1
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