answer question 1 & 2

Note: You must be registered for MyMarketingLab to access course supplemental materials. Discussion Questions: 1. Referring to the Perceptual Process model (Fig 3.1. p. 83). Identify the sensory stimuli which impact how consumers are likely to perceive the UMPQUA brand. How do consumers use factors related to the concept of semiotics (p. 96-98) to attach meaning to a brand? How did UMPQUAS marketing managers turn these elements into a positioning strategy (p. 100-101) for the brand? 2. Can you give of examples of other brands - not discussed in the textbook - which have used unique perceptual elements to position themselves successfully in the marketplace