14 Aug THE DIET BATTLE: WEIGHT WATCHERS, JENNY CRAIG, AND SLIM-FASTPlease note that the
THE DIET BATTLE: WEIGHT WATCHERS, JENNY CRAIG, AND SLIM-FASTPlease note that the questions below are different from the ones at the end of thecase âThe Diet Battle: Weight Watchers, Jenny Craig, and Slim-Fast.â You have toanswer these questions only.1. Trace how you might go through the steps in the consumer decision process if you werethinking of going on a diet and using either of these diet programs. Make sure that ateach stage you discuss how the marketers can attempt to influence you.2. How have Weight Watchers, Jenny Craig, and Slim-Fast created value? Your bookdefines value to mean the relationship of benefits to cost (pages 12 and 14). Please makesure that you address the key benefits and costs associated with each program.3. Identify the determinant attributes that set Weight Watchersâ, Jenny Craigâs, and SlimFastâs programs apart from each other. (Please make sure that you read what is meantby a determinant attribute.) Use those attributes to develop a compensatory purchasingmodel like the one found in Exhibit 6.2. The weights that you assign represent yourperceptions of the importance of each attribute. Explain your logic for the weights andexplain the differences in the three plans for each of the determinant attributes.Then illustrate what is meant by a compensatory model. What implications does thishave for a marketer?4. Which factors examined in the chapter do you think would have the most impact onconsumersâ propensity to go on a diet and choose either of these diet programs? Pleasemake sure that your answer includes at least one factor from each of the three categoriesmentioned in Exhibit 6.4 (psychological, situational, or social).You are allowed a maximum of 4 double-spaced pages, with 12 cpi font, and one inchmargins on all sides.
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