In Class Presentation

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In Class Presentation

  1. 1. <ul><li>Surrogate Indicators </li></ul><ul><ul><li>Price, Advertising Intensity, Warranties, Brand, Country of Origin. </li></ul></ul><ul><li>Relative Importance </li></ul><ul><li>Affective Choice </li></ul>
  2. 2. Surrogate indicator Example: Harley Davidson
  3. 3. Example: Harley Davidson <ul><li>Country of Origin </li></ul><ul><ul><li>To those from the USA, “made in USA” = high quality </li></ul></ul><ul><li>Price </li></ul><ul><ul><li>High price = high quality </li></ul></ul><ul><li>Effective to the target market </li></ul>
  4. 4. Change Importance Example: Volkswagon <ul><li>German engineering </li></ul>
  5. 5. Affective Choice #1 <ul><li>Destinations Inn </li></ul><ul><li>www.destinationsinn.com </li></ul><ul><li>http://www.destinationsinn.com/ </li></ul><ul><li>to produce an immediate response which one can only do by seeing. </li></ul><ul><li>Why? Selling experiences. </li></ul>
  6. 6. Affective Choice #2 <ul><li>Sunrise Travel </li></ul><ul><li>Invokes emotions </li></ul><ul><li>you should feel like these people do </li></ul><ul><li>Excited, relaxed </li></ul><ul><li>Product is relatively similar, only difference is the feeling from the ad. </li></ul>

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