Selecciones - Webs

108
Part Two Integrated Marketing Program Situation Analysis
Belch: Advertising and
Promotion, Sixth Edition
II. Integrated Marketing
Program Situation Analysis
4. Perspectives on
Consumer Behavior
© The McGraw−Hill
Companies, 2003
Related Products/Purchases Problem recognition can also be stimulated by the
purchase of a product. For example, the purchase of a new camera may lead to the
recognition of a need for accessories, such as additional lenses or a carrying case. The
purchase of a personal computer may prompt the need for software programs,
upgrades, printers, and so on.
Marketer-Induced Problem Recognition Another source of problem recognition
is marketers’ actions that encourage consumers not to be content with their current
state or situation. Ads for personal hygiene products such as mouthwash, deodorant,
and foot sprays may be designed to create insecurities that consumers can resolve
through the use of these products. Marketers change fashions and clothing designs and
create perceptions among consumers that their wardrobes are out of style. The Orajel
ad in Exhibit 4-3 demonstrates the special needs of children’s baby teeth to stimulate
problem recognition.
Marketers also take advantage of consumers’ tendency toward novelty-seeking
behavior, which leads them to try different brands. Consumers often try new products
or brands even when they are basically satisfied with their regular brand. Marketers
encourage brand switching by introducing new brands into markets that are already
saturated and by using advertising and sales promotion techniques such as free samples,
introductory price offers, and coupons.
New Products Problem recognition can also occur when innovative products are
introduced and brought to the attention of consumers. Marketers are constantly introducing
new products and services and telling consumers about the types of problems
they solve. For example, the Hidden Mind ad shown in Exhibit 4-4 introduces a new
mobile technology that allows the businessperson to continue working with or without
a connection to a mobile network.
Marketers’ attempts to create problem recognition among consumers are not
always successful. Consumers may not see a problem or need for the product the mar-
Exhibit 4-3 This ad for Baby Orajel shows that baby
teeth have special needs Exhibit 4-4 Hidden Mind introduces active technology