PORSCHE: GUARDING THE OLD WHILE BRINGING IN THE NEW

Case Questions: 1 . Analyze the buyer decision process of a traditional Porsche customer. Contrast the traditional Porsche customer decision process to the decision process for a Cayenne or a Panamera customer. (Assessing the Consumer Decision Process in the textbook.) Expected answer length: Three quarters of a page. 2. Identify and analyze at least two external influences that helped shape Porsche’s marketing strategies. (Assessing External Influences in the textbook.) Expected answer length: Three quarters of a page. 3. Attitude is a particularly relevant internal influence with which Porsche must deal. Explain how both positive and negative attitudes toward a brand like Porsche develop. How might Porsche change consumer attitudes toward the brand? (Assessing attitude components, influence and change strategies in the textbook.) Expected answer length: Three quarters of a page. 4. Self-concept is also a particularly relevant internal influence. Define self-concept and analyze how Porsche uses self-concept to position its products. Expected answer length: Half of a page.