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Transcript 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
Marketing managers cannot influence these directly
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
-Increases success rate
Past decisions could lead to current desires or deplete purchasing power
Individual development influences desire &
Government agencies & consumer groups attempt to trigger problem recognition
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
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
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
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
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
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