MARKETING
7th Edition
ISBN: 9781260087710
Author: Grewal
Publisher: RENT MCG
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Concept explainers
Question
Chapter 12, Problem 5MA
Summary Introduction
To discuss: An example of a product or service that is targeted at the college-student market and explains the way to conduct a concept test for this product or service.
Concept testing: It is the process of getting an idea evaluated by the targeted audience before available to the public.
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Students have asked these similar questions
Ideal vs Current Product Positioning
Ideal
Current
Target Customer
Statement of need or
opportunity
Product Name
Product Category
Key benefits/reasons
to buy
Where are you now? What's the difference? Break down the positioning statement
into its component parts and compare each part. Are you addressing the wrong
customer? Does the customer not understand the product benefits as well as they
should? The list goes on.
What I Have Learned
Do you think the company has been successful in creating the brand name for its products?
What do you think are the reasons why the brand names created have been successful?
Answer the following questions in relation to that product:
Aquaphor Baby Healing Ointment
Questions
(1) Describe the product that you have chosen
(2) Comment on the information provided on label (Informational or promotional)
(3) Based on how the product was displayed, what position do you believe it command in the market place (premium, discount, basic etc.)
(4) How does the price of the product compare to the prices of the other products in the category? Is it premium, on par, discount etc.)?
(5) Who is the product targeted to? Who is the target audience?
(6) What consumer need does the product satisfy
(7) Based on the image of the product portrayed in its advertising, does the package support its image and price? Explain
(8) What marketing activities are used to promote the product in the store or otherwise
(9) What marketing activities are used otherwise to promote the product generally?
(10) Based on the information you have collected and your…
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