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Answers to Review Questions Chapter 7 Part 2

Answers to Review Questions Chapter 7 Part 2 - for...

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Chapter 7 Part 2 1. Create a two-dimensional perceptual map—like the map of bar soap in the positioning slides from Chapter 7—using the information in the table below. 2. Use the USP to create a positioning statement for the brand in your marketing plan. For Segment 3 , Burt’s Bees is the best lip balm provider because it rates high on performance. To receive high performance customers will pay more than the market price and be willing to sacrifice variety in lip balm features. 3. Wherever you are right now, stand up and shout the marketing cheer! I shouldn’t have to put it, but I will: “Stand for something; Stand for something different; Stand
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Unformatted text preview: for something different, that’s important.” 4. Define the word “position” and state what criteria must be met to form an effective position (hint: the slides list four criteria, three from the marketing cheer slide). Position : the place the product occupies in consumers’ minds relative to competitors 1. Must stand for something 2. Must stand for something that’s different 3. Must stand for something that’s important 4. Position must be linked to the value proposition (credibility); this means that the position must make sense given the key benefits of the product....
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