Question: What implications for marketing strategy does Figure 15-2 suggest? All potential alternatives (brands, products) Awareness set Unawareness set Alternatives the consumer is aware of Alternatives

What implications for marketing strategy does Figure 15-2 suggest?

All potential alternatives (brands, products) Awareness set Unawareness set Alternatives the consumer is aware of Alternatives the consumer does not know about Evoked set Inert set Inept set Alternatives Backup Avoided given consideration alternatives alternatives Alternatives Specific alternative considered, but not purchased purchased

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