MARKETING; CONNECT ACCESS
7th Edition
ISBN: 9781260985788
Author: Grewal
Publisher: 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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Describe an example of a new product or service that is targeted at thecollege-student market. Using the concept-testing discussion in thechapter, describe how you would conduct a concept test for this productor service.
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What I Have Learned
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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