[ADMS 4250] - Midterm Exam Guide - Comprehensive Notes for the exam (28 pages long!)
Document Summary
Perceptual mapping: ideal tool to visualize differences between products on the market. Semantic scales: data is collected on various attributes of products or brands. Multidimensional scaling (mds) underlying major dimensions that explain several variables simultaneously. Meaningful facial expression finer segmentation when: customized offerings are possible, customer is diverse preference (perception/attitudes) Most meaningful variable: demographics, purchase behavior/customer life stage to physically identify customer groups. Stability our time. variable variables that explain customer response/significant observable difference. Category pop"s product has everything you want/ it includes all the interest of the buyer. *pod"s should be desirable & deliverable from firms. Anchoring pod"s - attributes (5 blades), benefits (smooth shave), values (freedom, love). Positioning statement to (target group and need) our (brand) is (concept or frame of reference) that (point of difference). Innovations: transformational ( create new market), substantial (new products with existing needs), incremental (modification than the competitor. Focus what they are buying (suv not mid size suv).