1. What are the basic strategies available for companies seeking to influence need recognition
There are essentially 3 basic strategies for influencing need recognition. First, one can try to activate a need, such as the dentist who sends patients a card reminding them that it’s time for their annual checkup. Second, one can try to influence the actual state. For example, consumers may misperceive the actual state as being better than it really is. Advertising sometimes seeks to activate need recognition by undermining consumers’ perceptions of the actual state. At other times, it focuses on educating consumers about their actual state, such as when consumers are unaware of some potential problem. The 3rd strategy involves changing consumers’ desired state. Product innovations illustrate this approach. 2. A restaurant is trying to decide on the appropriate method for assessing consumers’ consideration set when they are deciding where to eat out. One person has argued for a recall method in which consumers are asked to remember the names of restaurants without any memory cues. Another person recommends a recognition method in which consumers are given a list of local restaurants and asked to circle the appropriate names. Which method would you recommend/ would your answer change if consumers normally consulted the telephone directory in making the decision
A recognition measure would be most appropriate for those relying on recognition, used for new brand; whereas a recall measure would be needed for those that construct their consideration set based on memory, used for popular brand which is dominated in the market. Finally, because using telephone directory means that customers don’t have knowledge about the restaurant, a recognition-based measure is most appropriate. 3. There are some who argue that consumers really do not pursue any kind of decision