Assignment:
The evoked set
The ‘evoked set' refers to the set of alternatives that consumers ultimately choose from in order to satisfy their needs. Unless your products/services are part of the evoked set, then it is unlikely that customers will purchase your products/services.
- Research the importance of being in the evoked set.
- Consider how organisations can become ‘members' of the evoked set.
In an approximately 500-word response, address the following issues:
- Explain what is meant by ‘evoked set.'
- Explain how organisations might ensure that their products/services become part of the evoked set.
- Describe the tools that can be used to increase the likelihood of being in the evoked set.
- Illustrate your answers with practical examples.
When writing your responses, you should synthesise the theory with real-world experience. Also, use examples of the theories in action in a real organisation about which you have read, or one in which you have worked.