Chapter 13 Marketing: The Customer Focus

Question 1

Core Value Proposition

Answer 1

Feature vs. Benefit
Why the customer buys at all
Customer buys what it does for them, not what it does.

Question 2

Unique Selling Proposition

Answer 2

Proposition
“Buy this product, and you will get this specific benefit.”
Selling
Something that the customer wants strongly enough to act upon.
Unique
Something “that the competition either cannot, or does not, offer”
Why the customer buys yours,
rather than someone else’s.

Question 3

What is a Brand?

Answer 3

No universally-accepted standard definition.
“Brand is all about promise & experience that people have”
Traditionally a communications-based concept.
Now a customer-experience-based concept.

Question 4

Brands

Answer 4

connect to their intended target;
are clear about what they do and stand for;
resonate with us emotionally, at some level.
(Canadian Marketing Association)

Question 5

Target Markets – Segmentation 细分

Answer 5

Demographic
Age, education, gender, income, race / ethnicity, social class, household size.
Geographic
Regional location, population density, climate, city / county size
Psychographic
Lifestyle, personality, interests, values, attitudes
Benefit
Benefits provided by the product
Volume
Amount of use (light vs. heavy)