Marketing communication: principles and practice

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Step 1:
Need
recognition
Step 2:
Data
acquisition
and
interpretation
Step 3:
Evaluation of
alternative
goals and
actions
Step 4:
Decision
Step 5:
Post-action
evaluation
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Figure 3.7
Steps to ordered decision-making

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Once a particular way of satisfying the need is identified, we can seek
more specific options. Have we driven past a gym locally? Where do your
friends go? Who is listed in the telephone directory under the heading ‘Fitness
& Health’?
Selection
Which of the various alternatives is best for me? Before we can evaluate
alternatives, we need criteria or standards to guide our choice: price, brand
name, capabilities, convenience, proximity. If several criteria are important,
how do you prioritize them?
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Recognize a need to be met
‘
I’m unfit and overweight.
’
Search for alternatives that might satisfy
‘
Do I diet, jog, cycle, or join a fitness gym?
’
Evaluate alternatives and select the most attractive (often only one option is tried)
‘
I’ll try each a couple of times, to see which is most convenient, enjoyable,
affordable, etc.
’
Purchase and use the selected alternative
‘
I joined the local fitness club and have been down three times each week.
’
Evaluate the extent of satisfaction
‘
When I weighed myself I found I had lost a few pounds and people are saying
that I look much fitter!
’
Inform others of your evaluation
‘
I thanked the supervisor for encouraging and helping me, and have
recommended the gym to a couple of friends
.’
End the consumption process
‘
Now I’m fit, I don’t need to pay the subscription any more.
’
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