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Attitude formation and attitude change are discussed in this module. When consumers hold a negative attitude toward a brand, firms should respond with some marketing activities, attempting to change consumer attitude. In this discussion board, your initial posts should include:
Think about a brand you are familiar with and visit its website (e.g., Yankee candles' website) or other retailing websites that sell the brand (e.g., Amazon reviews for Yankee candles). Find one negative consumer review. Please first quote this review, and then write a response to the unhappy customer as if you were the customer service representative of the brand.
Next, discuss more generally how to improve consumers' attitudes toward the brand you select. Based on multi attribute attitude model, there are mainly five strategies: changing attitudes toward the product class or type, changing the importance consumers attach to one or more attributes, adding a salient attribute to the existing set, improving consumers' ratings of the brand on one or more salient attributes via more extensive or effective promotion, and lowering the ratings of the salient product characteristics of competing brands. Please choose one strategy to discuss in depth how to apply it to change the overall attitude consumers hold toward the brand you select.
Apply the content from the articles to advertising regulations - examples of primary and secondary sources that may be used, and non-credible and opinion based sources that may not be used.
Build as essay constrsting the strengths and weeknesses of group decision making illustrating your support of your arguements (you may assume your own organization purpose 1000 words
Discuss any lasting influence the movement/philosophy has had. Emphasize how this movement differs from those movements that preceded and followed it.
As a marketing consultant for new Moxy budget hotel chain, you have been asked to complete a strategic marketing audit to analyse both internal and external factors that are impacting on the organisations ability to develop internationally.
Describe and discuss current economic trends that affect the sale of the product/service.
In contrast, the sustainable fashion industry is still struggling to engage with consumers. What do you think of potential reasons why this is so?
Provide a brief description of differentiated marketing. Briefly outline the objectives of the task you have been hired to perform, providing definitions of the marketing concepts used.
What is message weight? How is it determined? Why is it important to Message-Distribution Objectives? Explain the relationship between reach and frequency
Few companies have had such a long history of ups and downs as IBM. - What were some of the keys to its successes?
In today's technological immersive environment, do you think even a big tech company can get in over it's head?Is Facebook part of problem
How much do other online competitors spend on advertising? What methods of advertising can be utilized? What is the deciding factor when choosing a soda?
Explain Knowledge Management and What were the main forces that led to the commercialization of the Internet and How can Internet-based technologies be used to automate the supply chain
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