13 May WHAT BASIC PRODUCT FEATURES ARE OFFERED?
Religion Catholic, Protestant, Jewish, Muslim, Hindu, Buddhist, other
Race White, Black, Asian, Hispanic, other
Generation Baby boomers, Generation Xers, other
Nationality North American, South American, British, French, German, Italian, Japanese, other
Social class Lower lowers, upper lowers, working class, middle class, upper middles, lower uppers, upper uppers
Psychographic lifestyle Culture oriented, sports oriented, outdoor oriented
Personality Compulsive, gregarious, authoritarian, ambitious
Behavioral occasions Regular occasion, special occasion
Benefits Quality, service, economy, speed
User status Nonuser, ex-user, potential user, first-time user, regular user
Usage rate Light user, medium user, heavy user
Loyalty status None, medium, strong, absolute
Readiness stage Unaware, aware, informed interested, desirous, intending to buy
Attitude toward product Enthusiastic, positive, indifferent, negative, hostile
3. The Value Proposition
Describe the bundle of benefits and features that are offered to the
target customer. Features are what the company offers and benefits are
what the customer derives from these features.
⢠Functional benefits: What basic product features are offered?
⢠Emotional benefits: What features are offered that make the customer feel good?
⢠Self-expressive benefits: What features are offered that help reflect
and communicate the customerâs values to everyone in the social
environment?
4. Conclusions
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