Principles of Marketing

¶ … product? I realized a need for the particular product because I was faced with a problem. My current cell phone, for example, was not meeting my needs and expectations and I was not satisfied with its current features and options.

What marketing stimuli prompted you to consider the product? Advertisements online, TV, and the radio along with friends and family members who have had past experiences with the product and brand were crucial in my further research and investigation of the specific product.

What sources of information about the product (and competitive products) did you consult, and how much time did you take? First, I tried to recall if I had any personal experiences, good or bad, with the particular product. Then, again I consulted friends and family for their opinions and also consulted online resources and reviews. I went to each of the product's company websites for research and cost comparison. I was also able to find a source which actually listed all of the products in the particular category which I was interested in and compare and contrast them based on all of the features and options which were available along with a cost comparison.

What alternative products did you consider, and why? I considered several brands and products within those specific brands which initially met all of my needs and may have even included some extra bonus features or options, but still remained in my budget. I carefully looked at the contrasts and comparisons based on both the objective and subjective attributes of the brand or each product.

What made you choose the product you did? I chose the product because I was able to accurately access the value of the product I was purchasing along with a perception of its value. I was also able to decide from whom to buy the cell phone and when would be the best time to do so. My decision regarding from whom to buy was based on the terms of the sale, their level of customer service, past experiences buying from the particular seller and their return and refund policies. My decision of when I should make my purchase was dependent on the store atmosphere, how crowded they were at a given time; time pressure, was my current cell phone no longer working which would decrease the amount of time I would want to wait before purchasing a new one; a sale or discount which I could take advantage of in order to save money; and finally the affability of the entire shopping experience.