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Chapter 6  Consumer Perception
Chapter Outline ,[object Object],[object Object],[object Object],[object Object],[object Object]
Perception ,[object Object],[object Object]
Elements of Perception ,[object Object],[object Object],[object Object],[object Object]
Sensation ,[object Object],[object Object],[object Object]
Differential Threshold ,[object Object],[object Object]
Weber’s Law ,[object Object],[object Object]
Marketing Applications  of the J.N.D. ,[object Object],[object Object],[object Object]
Discussion Question ,[object Object],[object Object],[object Object],[object Object],[object Object]
Subliminal Perception ,[object Object]
Is Subliminal Persuasion Effective? ,[object Object],[object Object]
Aspects of Perception Selection Organization Interpretation
Aspects of Perception Selection Organization Interpretation
Perceptual Selection ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Discussion Questions ,[object Object],[object Object]
Perceptual Selection ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Concepts
Perceptual Selection ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Concepts
Perceptual Selection ,[object Object],[object Object],[object Object],[object Object],[object Object],Concepts
Perceptual Selection ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Concepts
Aspects of Perception Selection Organization Interpretation
Organization ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Principles
Lacoste’s campaign uses a very plain ground so the symbol really shows. weblink
Organization ,[object Object],[object Object],[object Object],[object Object],[object Object],Principles
Organization ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Principles
Discussion Question ,[object Object],[object Object]
Aspects of Perception Selection Organization Interpretation
Interpretation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Perceptual Distortion
Dove’s campaign stresses the everyday woman. weblink
Interpretation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Perceptual Distortion
Putting a “Face” on Customer Service weblink
Interpretation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Perceptual Distortion
Interpretation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Perceptual Distortion
Interpretation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Perceptual Distortion
The halo effect helps Adidas break into new product categories.
Issues in Consumer Imagery ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Positioning ,[object Object],[object Object],[object Object],[object Object]
Positioning Techniques ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Perceptual Mapping ,[object Object]
Perceptual Mapping  Figure 6.14
Issues in Perceived Price ,[object Object],[object Object],[object Object],[object Object],[object Object]
Three Pricing Strategies  Focused on Perceived Value (Table 6-1) Cost-leader pricing. Sharing with customers the cost savings that the company has achieved by understanding, managing, and reducing the costs of providing the service Efficiency pricing Long-term contracts Price bundling Encouraging long-term relationships with the company that customers view as beneficial Relationship pricing Service guarantees Benefit-driven pricing Flat-rate pricing Recognizing and reducing customers’ perceptions of uncertainly, which the intangible nature of services magnifies Satisfaction-based pricing Implemented As… Provides Value By… Pricing Strategy
Acquisition-Transaction Utility ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Perceived Quality ,[object Object],[object Object],[object Object],[object Object]
Perceived Quality of Services ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
A Scale Measuring Customer’s Perception of Call Center Employees (Table 6-4) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Table 6-4 (continued) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Price/Quality Relationship ,[object Object]
Perceived Risk ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How Consumers Handle Risk ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Chapter 6 Consumer Perception

  • 1. Chapter 6 Consumer Perception
  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12. Aspects of Perception Selection Organization Interpretation
  • 13. Aspects of Perception Selection Organization Interpretation
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.
  • 20. Aspects of Perception Selection Organization Interpretation
  • 21.
  • 22. Lacoste’s campaign uses a very plain ground so the symbol really shows. weblink
  • 23.
  • 24.
  • 25.
  • 26. Aspects of Perception Selection Organization Interpretation
  • 27.
  • 28. Dove’s campaign stresses the everyday woman. weblink
  • 29.
  • 30. Putting a “Face” on Customer Service weblink
  • 31.
  • 32.
  • 33.
  • 34. The halo effect helps Adidas break into new product categories.
  • 35.
  • 36.
  • 37.
  • 38.
  • 39. Perceptual Mapping Figure 6.14
  • 40.
  • 41. Three Pricing Strategies Focused on Perceived Value (Table 6-1) Cost-leader pricing. Sharing with customers the cost savings that the company has achieved by understanding, managing, and reducing the costs of providing the service Efficiency pricing Long-term contracts Price bundling Encouraging long-term relationships with the company that customers view as beneficial Relationship pricing Service guarantees Benefit-driven pricing Flat-rate pricing Recognizing and reducing customers’ perceptions of uncertainly, which the intangible nature of services magnifies Satisfaction-based pricing Implemented As… Provides Value By… Pricing Strategy
  • 42.
  • 43.
  • 44.
  • 45.
  • 46.
  • 47.
  • 48.
  • 49.