YOU!
Jorge has just finished a lively tennis match and is thirsty.
Confronted by selections at the nearest 7-11, he is choosing
between Coca-Cola, Pepsi, Gatorade, Dasani Water, and Zico coconut
water. You are a Zico marketer and want him to choose your brand
for hydration and overall beverage satisfaction. You know that
Jorge knows of your coconut water, but has never tried it.
Explain/define the following concepts, and assess how they relate
to Jorge’s current situation. Then describe how you would market
Zico to Jorge using the suggested Marketing strategies from Chapter
15 (pictured below):
1. Apply Purchase Involvement to Jorge’s situation
2. Which type of Decision Making (Nominal, Limited, or Extended)
is Jorge Making?
3. Awareness vs. Unawareness Set
a. To which set does Zico belong in Jorge’s situation?
b. Assuming Zico is in the Awareness Set, is it then in the
Evoked, Inert, or Inept Set?
4. Problem Recognition and Actual vs. Desired State
a. Describe Jorge’s Problem Recognition process, using Actual
and Desired State
b. Would you focus on changing Jorge’s actual state or desired
state? Why?
5. Based on Table 15-3 below, How would you market Zico to
Jorge? Describe your strategies based on how you categorize the
decision and subsequent marketing approach.
- Please Don T Use The Answers From Other Posts Sources Thank You Jorge Has Just Finished A Lively Tennis Match And Is T 1 (198.8 KiB) Viewed 38 times