When consumers recognize they have an unmet need,they usually seek out specific products or services that they believe will satisfy that need and provide value to them.They are willing to give up something,such as money and effort,to find the products or services that will provide the benefits they seek.This process that consumers go through to satisfy their needs is best described as the _____ process.
A) branding
B) consumption
C) exchange
D) positioning
E) advertising

Question

Quizplus · Accepted Answer

The consumption process refers to the series of steps that customers go through in order to satisfy their needs, which includes awareness of the need, search for information, evaluation of alternatives, purchase decision, and post-purchase evaluation. This process is focused on the customer and their needs, rather than on the marketing activities of the company, which is why exchange, positioning, branding, and advertising are not the best choices.

When Consumers Recognize They Have an Unmet Need,they Usually Seek