Involvement, Types of Decisions, and the Problem Recognition Phase

In order to effectively manage the four marketing mix components (product, price, placement, and promotion) marketers must understand how consumers make decisions. This Discussion topic is based upon Figure 14-1 on page 499 of your textbook and focuses on understanding consumer behavior by applying the following characteristics to marketing mix strategy decisions:

• Levels of purchase involvement (low, middle, or high)
• Types of consumer decisions (nominal, limited, extended)
• The first and most important phase of the consumer decision-making process, the problem recognition phase.

Within your Discussion response, include the following:

1. Identify and describe a product representing a low level of purchase involvement where use of nominal decision-making is most likely.

a. Suggest one marketing method/approach/strategy/campaign (different from examples included in the textbook) which would motivate a consumer's movement towards the problem recognition phase. Explain why this approach relates to a low level of purchase involvement with nominal decision-making.

2. Identify and describe a product representing a mid-level of purchase involvement where use of limited decision-making is most likely.

a. Suggest one marketing method/approach/strategy/campaign (different from examples included in the textbook) which would motivate a consumer's movement towards the problem recognition phase. Explain why this approach relates to a mid-level of purchase involvement with limited decision-making.

3. Identify and describe a product representing a high level of purchase involvement where use of extended decision-making is most likely.

a. Suggest one marketing method/approach/strategy/campaign (different from examples included in the textbook) which would motivate a consumer's movement towards the problem recognition phase. Explain why this approach relates to a high level of purchase involvement with extended decision-making.

4. There is no requirement to apply and cite references but if you do, use in-text APA citation, and list applied reference(s) at the end of the response. Use no more than one referenced sentence per paragraph.

5. Proofread your response, run spell check and grammar check, and proofread again. Post your polished response in the Unit 2 Discussion forum.