AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO:
1. Understand what evaluative criteria are, how they can be measured, and how consumers use them.
2. Be able to develop marketing strategy based on knowledge of a target market’s evaluative criteria.
3. Understand the marketing strategy implications of sensory discrimination, the general accuracy of individual judgments, and the role of surrogate indicators.
4. Know the various decision rules that consumers use.
5. Be able to develop marketing strategy based on consumer decision rules.