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Problem Recognition

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Caitlin Afton

on 23 October 2013

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Transcript of Problem Recognition

Process of Problem Recognition
Is the result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process.
Actual state: way in which you perceive your feelings and situation at the present time.
Desired state: way in which individual wants to feel or be at the present time.
The kind of action that takes place after a recognized problem relates directly to the importance to the customer.

Active & Inactive Problems
Active problem: is one the consumer is
aware of or will become aware of in the normal
course of events.
Inactive problem: is one of which the consumer
is not aware.
Require different marketing strategies

Uncontrollable Determinants
Marketing managers cannot influence these directly
Problem Recognition
Problem Recognition
What problem are the consumers facing?
How to develop the marketing mix to solve consumer problems
Mangers occasionally want to cause consumers to recognize problems
Times when they wish to suppress problem recognition

Discovering Consumers Problems
Intuition
-Inexpensive
-Fast
-Easy
Marketing Research
-Increases success rate

Caitlin Afton
Mary Karle
Erik Thoreson
Ben Smego

Past decisions could lead to current desires or deplete purchasing power

Individual development influences desire &
actual states

Government agencies & consumer groups attempt to trigger problem recognition

Examples:
Bikn
Nonmarketing Factors Affecting Problem Recognition
Activity and Product Analysis
Activity: Focuses on a particular activity

Example: Hair related problems associated with swimming in a chlorinated pool

Product: Examines the purchase of a particular product or brand

Example: Mountain bike, Laptop computer

Problem Analysis
Starts with a problem and asks respondents to indicate which activities, products, or brands are associated with (or eliminate) those problems

___packages are hard to open.
Packages of____are hard to reseal.
Packages of____don’t fit on the shelf.


Human Factors Research
Attempt to determine human capabilities in areas such as vision, strength, response time, flexibility, and fatigue and the effect on these capabilities of lighting, temperature, and sound

Example: Lawnmowers, kitchen utensils, smartphone keyboards, and computers

Emotion Research
Using surveys, focus groups and personal interviews that examine emotions associated with certain problems

Example: Negative emotions associated with product or service failure

Responding to consumer problems
A key task of marketers is to identify consumer problems and to position their brands as solutions for them.

Generic Problem Recognition
Differences that a variety of brands within a product category can reduce
Firms will use this during low importance
-ie: early in product life cycle, firm has high percentage of market
Example: food related items focus on generic problem recognition, like milk to build strong bones

Desire to Resolve Recognized Problems
Magnitude of the discrepancy between the desired and actual states.
Relative importance of the problem.
Ex: Want car that averages 25mpg. Your car averages 22mpg. This may or may not be large enough to motivate consumer to buy new product.

Selective Problem Recognition
Differences that only one brand can solve
Firms use selective problem recognition to gain market share
Very detailed and specific problems one brand solves
Example: ONLY Advil can stop heart attacks

Desired State
Advertising benefits of the product
Example: iPhone 5 c or 5 s, mentioning the fingerprint lock for better protection and safety and the different styles and colors

Existing State
How the product makes you feel socially
Example: Toothpaste commercials showing people with bad breathe then offering the product to better peoples smile or breathe

Timing of Problem Recognition
Consumers recognize problems after the
situation occurs
We need insurance after an accident
We want medicine when we are sick but don’t want to drive to the store
The common strategy is to trigger problem recognition before the problem

Suppressing Problem Recognition
The market avoiding problem recognition
Example: Newport cigarette ad showed a happy laughing couple with a headline “Alive with Pleasure”
While trying to ignore the warning health label at the bottom
Full transcript