Porsche Guarding the Old

Analyze the buyer decision process of a traditional Porsche buyer

How does the traditional Porsche customer decision process contrast with the decision process for a Cayenne or 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 attitudes toward a brand like Porsche develop. How might Porsche change consumer attitudes toward the brand?

What role does the Porsche brand play in the self-concept of its buyers?