BUAD 307 Final: Final Study Guide
16 May 2016
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Document Summary
Why is repositioning difficult: positioning = developing a specific marketing mix to influence potential customers"" overall perception of a brand, product line, or organization in general, repositioning = changing that perception of the brand in retaliation to competing brands, repositioning is difficult because the idea or perception of a brain is so ingrained in consumers" minds that it is hard to change that perception, no guarantee that consumers will cooperate, understand how to design an experiment to establish causality, subjects in different groups are treated differently, do not know how others are being treated, helps isolate causes, understand how consumers use compensatory, non compensatory, or hybrid evaluation in comparing options in their consideration set, compensatory = decision based on overall value of alternatives (good can outweigh bad, non compensatory = absolutely must meet one criteria (eg must have automatic transmission, hybrid evaluation = mix of the combination.
