Assignment 1

Assignment 1 - Person-Situation Segmentation Matrix Situati...

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Name:______________________________ Assignment #1: Person-Situation Segmentation Matrix and Unique Selling Proposition (USP) 1. Select a product/service 2. Create a person-situation segmentation matrix a. List three or four different types of persons who might use the product (blue cells). i. Use demographic information to describe the person. b. Now list three or four usage situations for the product (red cells). c. The rows are the persons and the columns are the usage situations in the matrix. d. Look for salient intersections between person and usage situation. e. Then profile those cells only (black cells)—there may be empty cells in the matrix. i. State the core needs, benefits, and behaviors.
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Unformatted text preview: Person-Situation Segmentation Matrix Situati on Person 3. Create a unique selling proposition (USP) for the product/service by completing the following: For __________________________________________________________________________ [target market], the ______________________________________________________________ [name of product/service] is __________________________________________________________ [single most important claim] among all _____________________________________________________________________ [competitive frame] because _______________________________________________________ [single most important support]...
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This note was uploaded on 11/17/2011 for the course BUS M 241 taught by Professor Swenson,j during the Fall '11 term at BYU.

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Assignment 1 - Person-Situation Segmentation Matrix Situati...

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