Chapter 6 - Consumer Behavior Marketing 5th
11. Different companies emphasize different aspects of attitude in making decisions.
Explore the Microsoft (www.microsoftstore.com) and Apple (store.apple.com)
stores online. Discuss the primary attitude components that they are targeting and
how the two stores differ.
12. Companies often emphasize either the functional or psychological needs their
products fulfill. Go to Car and Driver’s website (www.caranddriver.com) and
identify a luxury car company that emphasizes functional needs and a luxury
company that emphasizes psychological needs.
126.96.36.199.188.8.131.52 Chapter Case Study: The Diet Battle: Weight Watchers,
Jenny Craig, And Slim-Fast
1 Trace how you might go through the steps in the consumer decision process if you
were thinking of going on a diet and using any of these diet programs.
2 How have Weight Watchers, Slim-Fast, and Jenny Craig created value?
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