What implications for marketing strategy does Figure 15-2 suggest? All potential alternatives (brands, products) Awareness set Unawareness
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What implications for marketing strategy does Figure 15-2 suggest?
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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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Related Book For
Consumer Behavior Building Marketing Strategy
ISBN: 978-0077645557
12th edition
Authors: Delbert Hawkins, David Mothersbaugh
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