1. Analyse the buyer decision process of a traditional Porsche customer.

2. Contrast the traditional Porsche customer decision process to the

decision process for a Cayenne or Panamera customer.

3. Which marketing concepts/theories can help explain why Porsche sold

so many lower-priced models in the 1970s and 1980s? How did

traditional Porsche buyers feel about this?

4. Explain how both positive and negative attitudes towards a brand like

Porsche develop. How might Porsche change consumer attitudes

towards the brand?

5. What role does the Porsche brand play in the self-concept of its

buyers?