CSU DM 272 - Chapter 2: Continued (2) (2 pages)
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Chapter 2: Continued (2)
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Blind Taste Testing
- Lecture number:
- 7
- Pages:
- 2
- Type:
- Lecture Note
- School:
- Colorado State University- Fort Collins
- Course:
- Dm 272 - Consumers in the Marketplace
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Unformatted text preview:
DM 272 1st Edition Lecture 7 Outline of Last Lecture I Aging in Absolute Threshold II Attention III Interpretation Outline of Current Lecture I Perceptual Positioning II What is a Blind Taste Test III Perception vs Preference IV Why Blind Taste Testing Current Lecture Perceptual Positioning When consumers develop perceptions of brands in terms of both functional and symbolic attributes Positioning Strategy o The use of marketing mix e g product design pricing advertising to influence customers interpretation of meaning What is a Blind Taste Test When consumers sample a product without knowing the brand which they consume Selective Distortion Tendency to interpret distort information to be consistent with prior brand and product beliefs o Can work to the advantage of marketers of strong brands A car may seem to drive smoother A beer may taste better Perception vs Preference Perception is subjective Taste is not necessarily the most important factor of consumer purchases Brand information impacts consumer perception and thus preference These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute Why Blind Taste Testing To asses the value of a brand To diagnose problems and evaluate different components of the marketing mix To identify product formulation To produce healthier product alternatives To taste for quality control
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DM 272: MIDTERM
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