2.11 Means-end chains in marketing practice

Question 1

How can we use these Consumer Insights in marketing?

Answer 1

The 4th W of consumer insight: WHERE is the commercial potential? Linking the consumer insight to brand insights/benefits

Question 2

And then how do we communicate that brand positioning to consumers?

Answer 2

• E.g. via marketing communication/advertising

Question 3

From product category to specific brand: 4 questions you need to ask

Answer 3

• Which attributes/consequences should we focus on?
• How does it connect with emotional motivators/values?
• Do we always need a full MEC?
• How do we communicate them?

Question 4

MECCAS

Answer 4

Addition of advertising components to traditional MEC
- MEC = Consumer Behavior theory
- MECCAS = Strategic tool

Question 5

Meccas model (Reynolds and craddock)
looks how we can find

Answer 5

how we can find the means end chain that is the most important and show the costumer this

Question 6

what is the theory between MEC and image management

Answer 6

article looks at connection between perceptions
Definitions of image
Different types of associations
Not just product characteristics
Image as an associative network

Question 7

Image management process 2 steps

Answer 7

1. Uncover relevant MECs via research
   a. Triadic sorting to derive product knowledge [A] & [C]
   b. Laddering to link product knowledge to consumer self [V]
   i. Very similar to Pai & Arnott 2013!
2. Translate research ramework into advertising framework
   a. Implementation: from MECto MECCAS!  so that’s the new stuff!

Question 8

Leverage point:

Answer 8

presentation of link between MEC elements

Question 9

how to get the leverage point

Answer 9

• Activate value & connect to attributes/benefits
• How do we make product info personally
  relevant?

Question 10

Different opinions on role of Leverage Point in MarCom 2

Answer 10

• “Part of the MEC!”
• If so, which component?
• “Execution connection in MEC!”
• If so, between which components?

Question 11

In the simple MEC model the leverage point would be between

Answer 11

Attribute  consequence  leverage point  value

Question 12

leverage point: mix between

Answer 12

“part of MEC” and “execution of link in MEC”

Question 13

relevance MEC: 2

Answer 13

• In control in situation where this is needed and unusual
•  positive feelings toards service provide