Assignment: Purchase Evaluation
Think about the last purchase you made in each of the product categories listed:
• Restaurant
• Vehicle
• Airline tickets/vacation planning
• Smartphone
Using Word, create a table to outline your analysis. What were the features, advantages, and benefits of the specific product or brand that you selected? After completing the table, consider the positioning of the product or brand in the market. Does its positioning match your responses in the table? Explain.
Show off what you learned and apply our concepts from the week.
Page Length: 2-3 pages in APA format.
Your final assignment should be proofread for correct spelling, grammar, and punctuation. Remember to follow APA guidelines for title page, double-spacing, in-text citations and a reference page for all written assignments.
For your week 4 paper you will find the features, advantages, and benefits for a restaurant, vehicle, airline tickets/vacation planning, and smartphone.
Features are the attributes of the product of service. The Advantages are what the feature does. But the Benefits is why someone should value the advantage. Customers are essentially asking "What's in it for me?". This is something intangible, usually emotionally driven although not always.
For example:
The newest iPhone has 64 GB of storage (feature). This means that I can store more videos, podcasts, and pictures than ever before (advantage). Now I don't have to waste as much time figure out how to download all of the data off of my phone and onto my computer to save. This gives me more time and less headache (benefit)!
Example of the kind of chart needed, you can use something like this below. Then, you will discuss your table in 2-3 pages. Be sure to specifically use the marketing concepts of features, advantages, and benefits to identify these company's market position. Remember, this is not just a paper of your personal experience but an opportunity to use these examples to discuss these marketing concepts. Use research (i.e. the textbook or other academic sources) to support your points about their market position.
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Restaurants
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Vehicle
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Ticket/vacation planning
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Smartphone
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Features
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Advantages
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Benefits
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