Evaluation should demonstrate your understanding of the principles of perception, memory, and learning. Write this as a paper, and not as a series of answers to questions. The purpose of this assignment is to identify the application of concepts to the important marketing issues of product positioning and brand equity.
This paper should focus on conceptual issues, the concepts of exposure, attention, and interpretation. Note that all of these concepts are linked to purchase and consumption decisions.
Using the concepts of Perception, Memory, and Learning theories, analyze one product of your choice.
To analyze your product, select three or more of the items discussed under perception (exposure, attention and interpretation), and three or more of the items discussed under memory and learning (mood, importance, reinforcement and short term memory).
a. What has been done right and what has been wrong in positioning the product you have selected?
b. How have the principles of perception and memory been used in order to position this product in the consumers’ minds? Has brand equity been established?
c. What learning theories are at work, and how well have they been utilized? Has the product made positive associations in the minds of the consumers? In your mind?