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![References
• Jobber, David and Fahy, Jobber (2015) Foundations of marketing. 5th edition.
London, McGraw-Hill.
• Lye, Ashley R. et al. (2005) Decision waves: consumer decisions in today's
complex world. European Journal of Marketing, 39(1/2), 216-230.
• Marvel.com (2016) Marvel Universe Wiki [online] Available from:
http://marvel.com/universe/Main_Page [Accessed 17th April 2016].
• Michon, Richard and Chebat, Jean-Charles (2008) Breaking Open the Consumer
Behavior Black Box: Sem and Retail Atmospheric Manipulations. The Journal of
Marketing Theory and Practice, 16(4), 299-308.](https://image.slidesharecdn.com/marketing-161102004521/85/Consumers-Five-Stages-of-the-Decision-Making-Process-25-320.jpg)
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- 3. Real Name: Steven‘Steve’ Rogers Gender: Male Education: A master in boxing, judo, and different types of combat Occupation: Combatant with super- human physical abilities Social Status: Middle Class “People are going to die, I can’t let that happen!” (Marvel.com, 2016)
- 4. Real Name: BruceBanner Gender: Male Education: PHD in Genetics & Nuclear Physics Occupation: As Robert - a doctor. As Hulk – a very (very!!!) angry super-creature Social Status: Upper Middle Class “That’s my secret, Cap. I’m always angry.” (Marvel.com, 2016)
- 5. Real Name: ThorOdinson Gender: Male Education: Was trained as a highly skilled soldier with exceptional hammer throwing skills Occupation: God of lightning and thunder from Asgard Social Status: Godly Class “You want me to put the HAMMER down?” (Marvel.com, 2016)
- 6. Black Widow Real Name:Natasha Romanova Gender: Female Education: Was trained in Russia, by the KGB’s school Occupation: Spy and professional killer Social Status: Lower Middle Class “I have got red on my ledger, I would like to wipe it out” (Marvel.com, 2016)
- 7. Hawk Eye Real Name:Clinton Francis Barton Gender: Male Education: Trained to throw balls, knifes, darts & other objects Occupation: Marksman, athlete & an excellent pilot Social Status: Lower Class "I see better from a distance!“ (Marvel.com, 2016)
- 8. Real Name: AnthonyEdward ‘Tony’ Stark Gender: Male Education: A son of an engineer with specializing in weapons. Occupation: CEO of Stark Inc. Social Status: Upper-Upper Class “Genius, billionaire, playboy, philanthropist” (Marvel.com, 2016)
- 9. I wish Iknew what consumer decision-making process was before… before any of this happened… That’s no excuse! I told you but you didn’t listen!!!
- 11. BUY NOW! SUPERANTIVILAINEADABL ECOOKIEYOUONLYEATON CE NOW ONSALE! ARE YOU TIRED? CAN’T EAT ON THE JOB?
- 12. Step 1. Needrecognition/problem awareness Emotional need → Need: Have more free time to devote to his personal life – social Problem: How to fulfil his need when his presence in the squad is required. Nevertheless, there are also: Functional need → Based on the basic needs of human beings - food and petrol - physiological Unpredictable need → Based on unexpected events, unplanned & unpredictable – car breaking down – safety & security He wants some personal time I feel like my Ironman suit spends more time with me than real people… (Jobber and Fahy, 2015)
- 13. I’m sorry… What?!? Fellow Avengers,I have found the solution for all of our problems! And its only 13.99 dollars! SUPERANTIVILAINEADA BLECOOKIEYOUONLYE ATONCE will be mine! I accept congrats! What can you possibly have done that deserves congratulations? HRRRR!?!
- 14. Step 2. Informationsearch You’re the manager here. Where is the archive with the sources about the machine? I have no idea what I am doing here… Hope…. I can trust you.. Or… Amm... Are you sure it fine to let Black Widow do research by herself? I want you to tell me everything you know about it!
- 15. Is that Stark’smachine?? Huh… Yes… Step 2. Information search Let’s see what exactly this thing can do... The controls are all responding immediately!! The lag time is zero. Hmm… Looks interesting…
- 16. They can benefitus on multiple levels…Why I know that? Because I am smart! After consulting my friends, I have concluded that we do not need any kind of machine in our fight to defend Earth. The best fighting machine here is me! I believe that these THROWAWAYSTICS are more than adequate help for us. Step 3. Evaluation of alternatives
- 17. I don’t care…(Playing music) *I’m on a highway to hell*Leave it to me. I know exactly what to do. I have a-a-a-a- animal intuition. Step 3. Evaluation of alternatives
- 18. I’ll definitely buyit! There is no way they will react negatively… This machine is going to change all our lives!
- 19. Step 4. Purchase PicStark buying online this product Why did you do this???!!
- 20. Second fighting Hulk wasopposed to this purchase!! Hhhrrr! Me too! But… why are we fighting??! Step 5. Post-purchase evaluation of decision
- 21. I stand bymy decision! You are going down! Step 5. Post-purchase evaluation of decision
- 23. Thank you forattention! Prepared by Sofia, Dominique, and Anastasiia
- 24. We do not condonephysical violence!
- 25. References • Jobber, Davidand Fahy, Jobber (2015) Foundations of marketing. 5th edition. London, McGraw-Hill. • Lye, Ashley R. et al. (2005) Decision waves: consumer decisions in today's complex world. European Journal of Marketing, 39(1/2), 216-230. • Marvel.com (2016) Marvel Universe Wiki [online] Available from: http://marvel.com/universe/Main_Page [Accessed 17th April 2016]. • Michon, Richard and Chebat, Jean-Charles (2008) Breaking Open the Consumer Behavior Black Box: Sem and Retail Atmospheric Manipulations. The Journal of Marketing Theory and Practice, 16(4), 299-308.