Review

Question 1

4) Customer Value Types

Answer 1

1. Economical
2. Experiential
3. Social
4. Functional

Question 2

4) Consumer decision process

Answer 2

1. Need Recognition
2. Information Search
3. Evaluation and Purchase
4. Post-Choice Evaluation

Question 3

Analytic Methods for Identifying Closest Competitors

Answer 3

1. Customer Judgement

2. Purchase Records

Question 4

Importance Performance Model can be explained with

Answer 4

3 C’s

Question 5

Points of Parity

Answer 5

Both us and competitors are able to provide

Question 6

Point of Difference

Answer 6

ONLY one party is able to offer (either us or they)

Question 7

5-box

Answer 7

Current Belief
Current Behavior
Customer Proposition
Customer Belief
Customer Behavior

Question 8

Draw ttual Map

Answer 8

ey

Question 9

Three broad classes of product attributes

Answer 9

1. Search attributes
2. Experience attributes
3. Credence attributes

Question 10

Types of vertical integration

Answer 10

Forward and Backwards

Question 11

3) Advertising Objectives

Answer 11

1. Awareness
2. Consideration
3. Remind

Question 12

3) Price Discrimination types

Answer 12

1st willingess to pay
2nd BULK
3rd segments

Question 13

Pricing Tactics

Answer 13

1. Loss Leader pricing
2. Competitive Pricing
3. Markup Pricing

Question 14

Strategic Business Units lead to

Answer 14

1. Under-investment in Core Competencies
2. Imprisoned resources
3. Bounded Innovation

Question 15

Formal Positioning Statement

Answer 15

is a company blah