Learning Objectives

In this section, we will learn about and how marketers use and the to brands in the marketplace.

Upon completing this section, students should:

  1. Explain the role of sensory stimuli and sensory receptors.
  2. Distinguish between “sensation” and “perception.”
  3. Identify and explain the key elements in the perceptual process.
  4. Describe how marketers develop positioning strategies.


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