Question

Sugar-substitute products have been available for years. The two historically leading brands in this category are Equal (blue package) and Sweet ’N Low (pink package). More recently, a yellow-packaged product named Splenda was introduces. The company that markets this brand claims that is it “made from sugar, so it tastes like sugar.” Using Splenda for illustration, explain the process by which marketing variables can influence consumer to become part of the awareness, trier, and repeater classes for this brand (refer to Figure 3.1).


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  • CreatedAugust 08, 2015
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