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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 (D)</p> Signup and view all the answers

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

<p>Product segmentation (D)</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 (C)</p> Signup and view all the answers

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

<p>Product range and customization (A)</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 (C)</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 (B)</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 (A)</p> Signup and view all the answers

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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

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