What extrinsic and intrinsic cues would be used in assessing the perceived quality of your chosen product, and how would you as a marketer use extrinsic cues to improve the perceived quality of your product?

Produce a 2–3-page report answering the following questions:

1. Draw an attribute-based perceptual map for your chosen product. Include the main competitive brands and discuss any opportunity for repositioning. (You may refer to page 165 of your textbook.)
2. What extrinsic and intrinsic cues would be used in assessing the perceived quality of your chosen product, and how would you as a marketer use extrinsic cues to improve the perceived quality of your product? Also, comment on the price-quality relationship in general and of your chosen product.
3. Comment on the type and degree of perceived risks likely to be associated with your chosen product.

Section 4: Reinforcing Consumer Learning (10 Marks)

How would you apply the concept of “shaping” (step-wise operant conditioning) to reinforce desired pre-purchase behaviour and attract customers?

Section 5: Consumer Attitude Formation/Change (15 marks)

Explain the strategies you would use to change consumer attitudes towards a particular brand of your chosen product by:

1. Changing beliefs about the brand
2. Changing beliefs about competing brands
3. Changing the relative evaluation of attributes
4. Adding an attribute

Do you think the “foot-in-the-door” technique (page 230 of your textbook) is applicable to your chosen product?

Section 6: Communication and Consumer Behaviour (20 marks)

Using Figure 8-3 from your textbook, recommend two advertising media for your product and explain your choices.

For the objective of promoting sales, what type of message structure, presentation style, and appeal would you use? Would you use a comparative message?

Completion Guidelines

Submit your assignment using the Assignments function in Blackboard. Be sure to save your assignment as a Word document and name it: MKTG3471_Lastname_Assign2

Reminders before submitting assignment:

• Did you put your name and student number on the front page of the document?
• Did you complete all of the required elements?
• Did you use information and terminology learned in this course?
• Did you support your statements with specific examples?
• Did you cite references, using correct APA referencing format?
• Did you ensure that there are no spelling mistakes?
• Is your report grammatically correct, clear, and well organized?