Untitled Quiz
10 Questions
0 Views

Choose a study mode

Play Quiz
Study Flashcards
Spaced Repetition
Chat to lesson

Podcast

Play an AI-generated podcast conversation about this lesson

Questions and Answers

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?

  • 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?

  • 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?

    <p>To differentiate a brand from competitors</p> Signup and view all the answers

    Which of the following is NOT a type of market segmentation?

    <p>Product segmentation</p> Signup and view all the answers

    What is the primary advantage of using a unique selling proposition?

    <p>It differentiates a product from competitors</p> Signup and view all the answers

    Which of the following is an example of a perceptual map axis?

    <p>Product range and customization</p> Signup and view all the answers

    What is the primary purpose of creating a target market segment?

    <p>To tailor the marketing mix to meet customer needs</p> Signup and view all the answers

    Which of the following is a type of attribute used in a spidergram positioning map?

    <p>Product feature</p> Signup and view all the answers

    What is the primary benefit of using perceptual maps in marketing?

    <p>They provide insights into customer perceptions and attitudes</p> Signup and view all the answers

    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

    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

    Studying That Suits You

    Use AI to generate personalized quizzes and flashcards to suit your learning preferences.

    Quiz Team

    Related Documents

    2024 Introduction to Marketing Management PDF

    More Like This

    Use Quizgecko on...
    Browser
    Open
    Browser
    Browser