The evoked set

The ‘evoked set' refers to the set of alternatives that consumers ultimately choose from in order to satisfy their needs. Unless your products/services are part of the evoked set, then it is unlikely that customers will purchase your products/services.

Research the importance of being in the evoked set.

Consider how organisations can become ‘members' of the evoked set.

In an approximately 500-word response, address the following issues:

Explain what is meant by ‘evoked set.'

Explain how organisations might ensure that their products/services become part of the evoked set.

Describe the tools that can be used to increase the likelihood of being in the evoked set.

Illustrate your answers with practical examples.

When writing your responses, you should synthesise the theory with real-world experience. Also, use examples of the theories in action in a real organisation about which you have read, or one in which you have worked.