Unformatted text preview: 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.
(1. 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. Person-Situation Segmentation Matrix Person Illlﬁ
IIIII 3. Create a unique selling proposition [USP] for the product/service by cempleting 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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- Winter '11