Analyze the buyer decision process of a typical Porsche customer.
Contrast the traditional Porsche customer decision process to the decision process for a Cayenne or a Panamera customer.
Which concepts from the chapter explain why Porsche sold so many lower-priced models in the 1970s and 1980s?
Explain how both positive and negative consumer attitudes toward a brand like Porsche develop. How might Porsche change consumer attitudes towards the brand?
What role does the Porsche brand play in the self-concept of its buyers?