Pick one of the following brands. Develop a means-ends chain...

Name: Problem 22, Chapter 5: Integrated Advertising, Promotion, and Marketing Communications
Uploaded: 2026-07-01T23:07:32-08:00
Duration: 2 min 11 s
Channel: Nick Johnson
Description: Pick one of the following brands. Develop a means-ends chain similar to the two that are shown in this chapter. a. Singapore's BreadTalk Group (www.breadtalk .com) b. South Africa's First National Bank (www.fnb .co.za) c. Dubai's Orton Middle East (www.ortonmiddleeast .com) d. Finland's Veen (www.veenwaters.com)

Pick one of the following brands. Develop a means-ends chain similar to the two that are shown in this chapter. a. Singapore's BreadTalk Group (www.breadtalk .com) b. South Africa's First National Bank (www.fnb .co.za) c. Dubai's Orton Middle East (www.ortonmiddleeast .com) d. Finland's Veen (www.veenwaters.com)

Pick one of the following brands. Develop a means-ends chain similar to the two that are shown in this chapter.
a. Singapore's BreadTalk Group (www.breadtalk .com)
b. South Africa's First National Bank (www.fnb .co.za)
c. Dubai's Orton Middle East (www.ortonmiddleeast .com)
d. Finland's Veen (www.veenwaters.com)

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Key Concepts

Laddering Technique

A qualitative research method used to uncover the links between product attributes, benefits, and values. By asking successive 'why' questions, marketers use laddering to reveal the underlying motivations that drive consumer decision-making.

Consumer Decision-Making Process

An exploration of how consumers evaluate products by weighing attributes and benefits against their personal values. Understanding this process is crucial for developing marketing strategies that align with consumer needs and preferences.

Means-End Chain Model

This concept is a framework in marketing that connects product features (means) to the ultimate personal values (ends) that consumers seek. It explores how tangible attributes lead to benefits or consequences, which in turn relate to deeper emotional or psychological needs that drive consumer behavior.

Attributes-Consequences-Values Hierarchy

A central idea in means-end theory, this hierarchy shows that observable product attributes lead to functional or psychosocial benefits (consequences) that ultimately fulfill personal values. This structured approach helps marketers understand the rationale behind consumer choices.

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