Select three competing clothing stores in your area and conduct a store image study for them. Ask a group of consumers to rate each store on a set of attributes and plot these ratings on the same graph. Based on your findings, are there any areas of competitive advantage or disadvantage you could bring to the attention of store management?
Answer to relevant QuestionsUsing Table 9.1 as a model, construct a person/situation segmentation matrix for a brand of perfume. Are home shopping parties that put pressure on friends and neighbors to buy merchandise ethical? Which tend to influence our behavior more: large formal groups or small informal groups? Why? What are tweens, and why are so many marketers interested in them? Describe the progressive learning model and discuss why this phenomenon is important when marketing to subcultures.
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