2. Interest. The consumer is looking for information about a new product.

3. Evaluation. The user determines whether to acquire the product.

4. Sample. The consumer closer acquainted with the goods in order to gain a more complete understanding of it.

5. Perception. The consumer decides on a regular basis and always uses a new product.

This model assumes that the marketer engaged in product-innovation should think about how you can help the consumer at each of these stages. Suppose a company – manufacturer of televisions with a large-screen TV recognizes that many consumers, although it had an interest in its products are in no hurry to move to the stage of trial, because they do not believe in the advantages of the new model and do not want to pay the higher price. However, the same customers for a small fee gladly took a new trial on television. Hence, the manufacturer must develop a system for transmitting television temporary (trial) use with the possibility of further purchases.

It is not easy to understand the behavior of consumers, even the same country. And to understand and meet the needs of customers in different countries even more difficult. Purchasers all over the world, of course, something similar, but they are often values; attitudes and behavior are very different. Marketers working in the international market need to understand these differences and accordingly modify their products and marketing programs.

Конец ознакомительного фрагмента.