购买决定过程 5-11 Step 1. Need Recognition Need Recognition Difference between an actual state and a desired state Internal stimuli External Stimuli ● Hunger TV advertising Thirst Magazine ad A person's normal Radio slogan needs Stimuli in the environment 商务策划学院2002商务策划学院 2002 购买决定过程 5-11 Step 1. Need Recognition External Stimuli • TV advertising • Magazine ad • Radio slogan •Stimuli in the environment Internal Stimuli • Hunger • Thirst • A person’s normal needs Need Recognition Difference between an actual state and a desired state