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MARKETING

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Assignment: Brand Building & Consumer Decision Making Read the Company Case – Porsche: Guarding the Old While Bringing in the New from the end of Chapter 5. Develop a three-page, APA-style paper on the following Questions for Discussion: 1) Analyze the buyer decision process of a typical Porsche customer. 2) Contrast the traditional Porsche customer decision process to the decision process for a Cayenne or a Panamera customer. 3) Which concepts from the chapter explain why Porsche sold so many lower-priced models in the 1970s and 1980s? 4) Explain how both positive and negative consumer attitudes toward a brand like Porsche develop. How might Porsche change consumer attitudes towards the brand? 5) What role does the Porsche brand play in the self-concept of its buyers? Grading Criteria Brand Building & Consumer Decision Making 10 percent possible Content Criteria Weight The paper analyzes the buyer decision process of a typical Porsche customer. 1.5 The paper contrasts the traditional Porsche customer decision process to the decision process for a Cayenne or a Panamera customer. 1.5 The paper explains which concepts from the chapter explain why Porsche sold so many lower-priced models in the 1970s and 1980s. 1.5 The paper explains how both positive and negative consumer attitudes toward a brand like Porsche develop and how Porsche might change consumer attitudes towards the brand. 1.5 The paper discusses the role the Porsche brand plays in the self-concept of its buyers. 1.5 Writing Skills Ideas are expressed in complete sentences. .5 Paragraph and sentence transitions are present, logical and maintain the flow throughout the paper. .5 Research Criteria The paper must include a minimum of two source, which may be the textbook. .5 Style Criteria

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