MGMT 105 Lecture 8: Lecture 8
Document Summary
Perceptual maps: how a marketer may use them to posiion a brand. Customer-based perspecive of posiioning: laddering process of forming brand essence; category essence. Focus on how consumpion of the brand and the category is relevant to consumers" lives. Brand essence: laddering oten used to uncover brand essence. Category essence: associaion of the brand to other objects that collecively represent the consumers" goals. What consitutes consumer behavior: consumer aciviies including purchase, Use/consume and dispose, and consumer responses which include emoional, Consumer behavior includes all consumer aciviies associated with the purchase, use and disposal of goods and services, including the consumer"s emoional, mental and behavioral responses that precede, determine and follow the aciviies. Purchase aciviies: aciviies through which consumers acquire goods and services, including everything done leading up to the purchase, such as gathering and evaluaing informaion about the product or service and choosing where to make the purchase. Use aciviies: describe where, when and how consumpion takes place.
