Podcast
Questions and Answers
What is the primary purpose of a customer perceptual map?
What is the primary purpose of a customer perceptual map?
- To determine the unique selling proposition of a product
- To create a brand positioning statement
- To identify the target market segment
- To visualize customer perceptions of products or services in a market (correct)
What is the main difference between a customer perceptual map and a spidergram positioning map?
What is the main difference between a customer perceptual map and a spidergram positioning map?
- The purpose of the map in marketing strategy
- The type of data used to create the map
- The number of variables included in the map
- The way the data is visualized (correct)
Which of the following is an example of a target marketing strategy?
Which of the following is an example of a target marketing strategy?
- Positioning a brand as a premium product (correct)
- Creating a unique selling proposition
- Segmenting a market based on demographic characteristics
- Conducting market research to identify customer needs
What is the goal of brand positioning?
What is the goal of brand positioning?
Which of the following is NOT a type of market segmentation?
Which of the following is NOT a type of market segmentation?
What is the primary advantage of using a unique selling proposition?
What is the primary advantage of using a unique selling proposition?
Which of the following is an example of a perceptual map axis?
Which of the following is an example of a perceptual map axis?
What is the primary purpose of creating a target market segment?
What is the primary purpose of creating a target market segment?
Which of the following is a type of attribute used in a spidergram positioning map?
Which of the following is a type of attribute used in a spidergram positioning map?
What is the primary benefit of using perceptual maps in marketing?
What is the primary benefit of using perceptual maps in marketing?
Flashcards are hidden until you start studying
Study Notes
Unique Selling Proposition (USP)
- USP is the decisive sales argument for customers to buy a product.
- It's a specific benefit that a product offers to customers.
- A USP can take different forms, such as:
- The lowest price
- The highest quality
- Being exclusive
- The best customer service
- The widest choice
- The best guarantee
Key Elements of a Unique Selling Proposition
- Customer Focus
- Functional and Emotional Uniqueness
- Reasons, Not Characteristics
- Positioning Versus Competitors
Marketing Essentials
- Market Segmentation and Positioning involves:
- Market Segmentation:
- Need assessment
- Market identification
- Market targeting
- Target marketing strategies
- Positioning:
- Definition
- Perceptual map
- USP
- Market Segmentation:
The “Black Box“ of Marketing
- Marketing Stimuli:
- Product
- Price
- Place
- Promotion
- Buyer’s Black Box:
- Buyer Characteristics
- Buyer Decision Process
- Buyer’s Responses:
- Product Choice
- Brand Choice
- Place Choice
- Purchase Timing
- Purchase Quantity
Customer Perceptual Map
- A tool used to visualize customer perceptions of products or services
- Example of a perceptual map:
- Product range (wide or narrow)
- Price (high or low)
- Alternative: Spidergram positioning map
- Example of robotic systems:
- Functionality
- Customisation
- Financing
- Price
- Installation
- Delivery
- After-sales
- Crisis help
- Example of robotic systems:
Studying That Suits You
Use AI to generate personalized quizzes and flashcards to suit your learning preferences.
