Because a Purchase Decision Can Involve More Than One Source

question 73

Essay

Because a purchase decision can involve more than one source of motivation, consumers often find themselves in situations in which different motives, both positive and negative, conflict with one another. Describe three general types of motivational conflict. In addition, comment on how these conflicts help to bring about satisfaction of needs. Provide an example of how marketers tailor their marketing communications to fit consumer needs in each of these cases.

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Definitions:

Shortage Gaming

Strategic behavior by participants in a supply chain who intentionally reduce their demand forecasts when they anticipate a shortage, in order to receive more stock than they would otherwise.

Demand Information

Data regarding the amount and timing of desired goods or services by the market or specific customers, crucial for supply chain and production planning.

Channel Coordination

The alignment and integration of strategies and activities across different distribution channels to optimize performance and deliver value to customers.

Factor Weights

Numerical values assigned to various factors in a decision-making process, indicating the importance of each factor relative to the others.