Consumer Behaviour

Find three print examples of the kind of promotional methods that constitute ambush or experiential marketing. Evaluate each example in terms of the effectiveness of the sensory input provided.

Define selective perception, and relate one or two elements of this concept to your own attention patterns in viewing print advertisements and online commercials.

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How is the understanding of consumers’ perceptions of a product’s attributes used to position a brand within that product category?

What are perceptual maps, and how are they used in positioning brands within the same product category? Illustrate your answer with the chapter’s discussion of eye drops and toothpaste.


Discuss the roles of extrinsic and intrinsic cues in the perceived quality of (a) wines, (b) restaurants, (c) smartphones, and (d) graduate education.

Describe the stages of the positioning process and apply them to positioning a product of your choice.

Why do marketers have to reposition their brands? Illustrate with examples.

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