CASE ANALYSIS:

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

2. Contrast the traditional Porsche customer decision process to the decision process of a Cayene or a Panamera customer.

3. Which concepts from the chapter explain why Porsche sold so many lower-priced models in the 1970's and 1980's?

4. Explain how both positive and negative attitudes toward a brand like Porsche develop. How might Porsche change consumer attitudes toward the brand?

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

Please see attached files for your reference.