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Understanding Consumer Behavior and Persona Development

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Questions and Answers

What is the purpose of perceptual mapping in marketing?

To determine the cost of different marketing strategies
To visually represent the market and determine how various brands are perceived by customers (correct)
To analyze the physical location of products in stores
To calculate the market share of different brands

What does the Centrality represent in the Centrality-Distinctiveness map (CD-map) in marketing?

The popularity of a brand among teenagers
The number of stores where a brand is available
The profit margin of a brand's products
How representative a brand is of a category (correct)

What is the main purpose of Unique Selling Proposition (USP) in marketing?

To offer discounts on all products
To focus on promoting luxury brands
To pick one single attribute and aim to be "number 1" (correct)
To create a variety of attributes to promote

What are the Gain creators in the Value Proposition Canvas in marketing?

How products & services create customer gains (C) Signup and view all the answers

Why is consistency important in communicating positioning in marketing?

To ensure that the brand's values are clearly communicated to customers (D) Signup and view all the answers

What is the purpose of creating personas?

To visualize the needs and concerns of consumers (D) Signup and view all the answers

What is the significance of creating a customer journey?

To understand the needs and concerns chronologically (B) Signup and view all the answers

What does positioning refer to in the context of marketing?

Designing the company's offering and image to occupy a distinct competitive position (D) Signup and view all the answers

Why are personas useful in marketing?

To understand the goals and limitations of consumers (B) Signup and view all the answers

What is the main purpose of creating a customer journey?

To visualize user's needs chronologically (B) Signup and view all the answers

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