A local Kia automobile dealership owner conducted some informal market research and found that many consumers...
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A local Kia automobile dealership owner conducted some informal market research and found that many consumers had negative attitudes toward the Kia brand. Explain what can be done to change the cognitive component of consumers' attitudes. Additionally, what can Kia do to keep loyal customers loyal and help them fend off competitors' brand attacks? a. How should Kia change the cognitive component of attitudes relating to its brand? i. (16 points) Identify and explain the 4 basic marketing strategies used to altering the cognitive component of a consumer's attitude ii. (14 points) Applying these 4 basic strategies, what should Kia do to change the existing attitudes toward the Kia brand? b. How should Kia help current customers and brand loyalists defend against brand attacks? i. (15 points) Identify and explain the three defense mechanisms Kia enthusiasts might use to avoid brand attacks. Explain what the responses should look like when consumers employ the three defenses. A local Kia automobile dealership owner conducted some informal market research and found that many consumers had negative attitudes toward the Kia brand. Explain what can be done to change the cognitive component of consumers' attitudes. Additionally, what can Kia do to keep loyal customers loyal and help them fend off competitors' brand attacks? a. How should Kia change the cognitive component of attitudes relating to its brand? i. (16 points) Identify and explain the 4 basic marketing strategies used to altering the cognitive component of a consumer's attitude ii. (14 points) Applying these 4 basic strategies, what should Kia do to change the existing attitudes toward the Kia brand? b. How should Kia help current customers and brand loyalists defend against brand attacks? i. (15 points) Identify and explain the three defense mechanisms Kia enthusiasts might use to avoid brand attacks. Explain what the responses should look like when consumers employ the three defenses.
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a Changing the Cognitive Component of Attitudes towards the Kia Brand i Four Basic Marketing Strategies for Altering the Cognitive Component of Attitudes 1 Providing Information Kia can provide accura... View the full answer
Related Book For
Management Accounting
ISBN: 9780730369387
4th Edition
Authors: Leslie G. Eldenburg, Albie Brooks, Judy Oliver, Gillian Vesty, Rodney Dormer, Vijaya Murthy, Nick Pawsey
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