BYU Marketing 201 COMPREHENSIVE TEST BANK
MIDTRRM EXAM MOST RECENT EXAM
ACTUAL COMPLETE REAL EXAM QUESTIONS
AND CORRECT ANSWERS (VERIFIED
ANSWERS) ALREADY GRADED A+ | NEWEST
EXAM | JUST RELEASED!!!
Unique Selling Proposition (USP)
1. Each add must make a proposition; "Buy this product, and you
will get this specific benefit.
2. Proposition cannot or is not offered by anyone else - unique
3. Proposition must be strong, that is, pull new customers
over to the product.
Positioning Methods
Perceptual Mapping, Gap Analysis, Hierarchical Values
,Perceptual Mapping
provide insight about differentiating benefits and opportunities for
new products
allows researchers to view consumers' perceptions of brands
on one or a series of spatial maps such that relationships
between brands can be easily seen
customers evaluate brands with respect to a set of relevant
product features and benefits, each feature is on an axis on a scale
of 0-10
usually drawn with a vertical and horizontal dimension. Brands
located near each other on the map are believed to be similar
by customers and, thus, in direct competition.
**only judgements on performance of features and benefits**
,Gap Analysis
Gap analysis compares brands based on the importance
and performance of their differentiating features and
benefits.
asks customers to make judgments regarding the
importance of a brand's features and benefits to the buying
decision**
performance on y-axis, importance on x-axis
**judgments regarding the importance of brand's features and
benefits to the buying decision**
, Hierarchal Values
(1) eliciting distinctions-by listing several popular brands of
soft drinks, including Coca-Cola, and then asking Martin to put
the brands in
ranking order from the one consumed most often to the one
consumed least often; we want to find out which product
distinctions elevate Coca-Cola to the top spot; These "reasons
for" are called product distinctions
(2) pyramiding down- We follow up with similar probing
questions to add as much detail to the "pyramid" supporting
the product benefit as possible. Pyramiding uncovers the
distinctively good attributes of a
product.
(3) laddering up-The last step in the process is laddering up
from the most important distinction while reminding the
interviewee about the situation and supporting attributes.
(feel connected, emotions);
Ultimately, marketers want to uncover the emotional
connection, the "love connection," the product makes with
people who love the
product. That emotional connection, called the "personal
relevance bridge" in values research, provides a deep
understanding of the
"product promise" and the selling proposition that will make the
product stand out in consumers' minds.
Find the bridge between product benefit and personal benefit!
MIDTRRM EXAM MOST RECENT EXAM
ACTUAL COMPLETE REAL EXAM QUESTIONS
AND CORRECT ANSWERS (VERIFIED
ANSWERS) ALREADY GRADED A+ | NEWEST
EXAM | JUST RELEASED!!!
Unique Selling Proposition (USP)
1. Each add must make a proposition; "Buy this product, and you
will get this specific benefit.
2. Proposition cannot or is not offered by anyone else - unique
3. Proposition must be strong, that is, pull new customers
over to the product.
Positioning Methods
Perceptual Mapping, Gap Analysis, Hierarchical Values
,Perceptual Mapping
provide insight about differentiating benefits and opportunities for
new products
allows researchers to view consumers' perceptions of brands
on one or a series of spatial maps such that relationships
between brands can be easily seen
customers evaluate brands with respect to a set of relevant
product features and benefits, each feature is on an axis on a scale
of 0-10
usually drawn with a vertical and horizontal dimension. Brands
located near each other on the map are believed to be similar
by customers and, thus, in direct competition.
**only judgements on performance of features and benefits**
,Gap Analysis
Gap analysis compares brands based on the importance
and performance of their differentiating features and
benefits.
asks customers to make judgments regarding the
importance of a brand's features and benefits to the buying
decision**
performance on y-axis, importance on x-axis
**judgments regarding the importance of brand's features and
benefits to the buying decision**
, Hierarchal Values
(1) eliciting distinctions-by listing several popular brands of
soft drinks, including Coca-Cola, and then asking Martin to put
the brands in
ranking order from the one consumed most often to the one
consumed least often; we want to find out which product
distinctions elevate Coca-Cola to the top spot; These "reasons
for" are called product distinctions
(2) pyramiding down- We follow up with similar probing
questions to add as much detail to the "pyramid" supporting
the product benefit as possible. Pyramiding uncovers the
distinctively good attributes of a
product.
(3) laddering up-The last step in the process is laddering up
from the most important distinction while reminding the
interviewee about the situation and supporting attributes.
(feel connected, emotions);
Ultimately, marketers want to uncover the emotional
connection, the "love connection," the product makes with
people who love the
product. That emotional connection, called the "personal
relevance bridge" in values research, provides a deep
understanding of the
"product promise" and the selling proposition that will make the
product stand out in consumers' minds.
Find the bridge between product benefit and personal benefit!
