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Trace how you might go through the steps in the consumer decision process if you were thinking of going on a diet and using either of these diet programs. Make sure that at each stage you discuss how the marketers can attempt to influence you.

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THE DIET BATTLE: WEIGHT WATCHERS, JENNY CRAIG, AND SLIM-FAST

Please note that the questions below are different from the ones at the end of the case “The Diet Battle: Weight Watchers, Jenny Craig, and Slim-Fast.”  You have to answer these questions only.

  1. Trace how you might go through the steps in the consumer decision process if you were thinking of going on a diet and using either of these diet programs.  Make sure that at each stage you discuss how the marketers can attempt to influence you.
  • How have Weight Watchers, Jenny Craig, and Slim-Fast created value?  Your book defines value to mean the relationship of benefits to cost (pages 12 and 14).  Please make sure that you address the key benefits and costs associated with each program. 
  • Identify the determinant attributes that set Weight Watchers’, Jenny Craig’s, and Slim-Fast’s programs apart from each other. (Please make sure that you read what is meant by a determinant attribute.)  Use those attributes to develop a compensatory purchasing model like the one found in Exhibit 6.2. The weights that you assign represent your perceptions of the importance of each attribute.  Explain your logic for the weights and explain the differences in the three plans for each of the determinant attributes. Then illustrate what is meant by a compensatory model. What implications does this have for a marketer?
  • Which factors examined in the chapter do you think would have the most impact on consumers’ propensity to go on a diet and choose either of these diet programs?  Please make sure that your answer includes at least one factor from each of the three categories mentioned in Exhibit 6.4 (psychological, situational, or social).

You are allowed a maximum of 4 double-spaced pages, with 12 cpi font, and one inch margins on all sides. 

 
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