Suage
Study guide for the third exam and example questions
Product positioning
You should be familiar with the two positioning models discussed in class (X-YZ, I-D-U) and be able to write a positioning statement for a brand (using the template provided in class).
Example multiple-choice question:
1. In the I-D-U model of benefit emphasis the I refers to:
a. image. b. ideal level. c. interest. d. importance.
2. 7-Up’s long-standing campaign to position itself as the Un-cola is a good example of positioning by
a. usage situation. b. product class or product category. c. sensory attributes. d. users. e. any of the above.
Case discussion: Saxonville Sausage Company (SSC)
You have to be able to discuss the five questions about the Mountain Man Brewing Company case:
1) What’s the problem facing Saxonville Sausage Company? Why is Saxonville Sausage Company considering launching a national Italian sausage brand? 2) How can the market for Italian sausage be segmented? Use both product-specific and general, and observable and latent segmentation bases to distinguish and characterize possible market segments. What additional data would you need to make a target market decision? 3) Discuss the X-YZ and I-D-U models of positioning in the context of this case. 4) Draw a Hierarchical Value Map (HVM) for the Italian sausage market and discuss how the four positioning concepts described in Exhibit 8 relate to the means-end chains contained in the HVM. 5) Which brand name should Saxonville Sausage Company use for its Italian sausage? 6) Which positioning concept would you choose, and why? Write a positioning statement for the chosen positioning option.
Consumer response to product and price programs
In general, you should know how perceived quality, price, and value are related to each other.
With regard to perceived quality, you
Product positioning
You should be familiar with the two positioning models discussed in class (X-YZ, I-D-U) and be able to write a positioning statement for a brand (using the template provided in class).
Example multiple-choice question:
1. In the I-D-U model of benefit emphasis the I refers to:
a. image. b. ideal level. c. interest. d. importance.
2. 7-Up’s long-standing campaign to position itself as the Un-cola is a good example of positioning by
a. usage situation. b. product class or product category. c. sensory attributes. d. users. e. any of the above.
Case discussion: Saxonville Sausage Company (SSC)
You have to be able to discuss the five questions about the Mountain Man Brewing Company case:
1) What’s the problem facing Saxonville Sausage Company? Why is Saxonville Sausage Company considering launching a national Italian sausage brand? 2) How can the market for Italian sausage be segmented? Use both product-specific and general, and observable and latent segmentation bases to distinguish and characterize possible market segments. What additional data would you need to make a target market decision? 3) Discuss the X-YZ and I-D-U models of positioning in the context of this case. 4) Draw a Hierarchical Value Map (HVM) for the Italian sausage market and discuss how the four positioning concepts described in Exhibit 8 relate to the means-end chains contained in the HVM. 5) Which brand name should Saxonville Sausage Company use for its Italian sausage? 6) Which positioning concept would you choose, and why? Write a positioning statement for the chosen positioning option.
Consumer response to product and price programs
In general, you should know how perceived quality, price, and value are related to each other.
With regard to perceived quality, you