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Business
Operations Management
Categories of Decision Alternatives Awareness set Alternatives the consumer is aware of Evoked set Alternatives given consideration All potential alternatives (brands, products) Specific alternative purchased Inert set Backup alternatives Alternatives considered but not purchased Unawareness set Alternatives the consumer does not know about Inept set Avoided alternatives FIGURE 15-2

Categories of Decision Alternatives Awareness set Alternatives the consumer is aware of Evoked set Alternatives given consideration All potential alternatives (brands, products) Specific alternative purchased Inert set Backup alternatives Alternatives considered but not purchased Unawareness set Alternatives the consumer does not know about Inept set Avoided alternatives FIGURE 15-2

Practical Management Science
Practical Management Science
6th Edition
ISBN:9781337406659
Author:WINSTON, Wayne L.
Publisher:WINSTON, Wayne L.
Chapter2: Introduction To Spreadsheet Modeling
Section: Chapter Questions
Problem 20P: Julie James is opening a lemonade stand. She believes the fixed cost per week of running the stand...
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What implications for marketing strategy does
Figure 15–2 suggest?

Categories of Decision Alternatives FIGURE 15-2 All potential alternatives (brands, products) Awareness set Unawareness set Alternatives Alternatives the the consumer consumer does not is aware of know about Evoked set Inert set Inept set Alternatives Backup Avoided given alternatives alternatives consideration Alternatives Specific considered alternative but not purchased purchased
Transcribed Image Text:Categories of Decision Alternatives FIGURE 15-2 All potential alternatives (brands, products) Awareness set Unawareness set Alternatives Alternatives the the consumer consumer does not is aware of know about Evoked set Inert set Inept set Alternatives Backup Avoided given alternatives alternatives consideration Alternatives Specific considered alternative but not purchased purchased
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