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Questions and Answers
What is the primary purpose of a customer perceptual map?
What is the main difference between a customer perceptual map and a spidergram positioning map?
Which of the following is an example of a target marketing strategy?
What is the goal of brand positioning?
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Which of the following is NOT a type of market segmentation?
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What is the primary advantage of using a unique selling proposition?
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Which of the following is an example of a perceptual map axis?
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What is the primary purpose of creating a target market segment?
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Which of the following is a type of attribute used in a spidergram positioning map?
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What is the primary benefit of using perceptual maps in marketing?
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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
- 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:
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