3.02 Stand Out

A unique selling proposition is an attribute of your product or brand that

• separates your business from competitors

• relates only to your pricing strategy

• can be found anywhere

• shows why customers should buy elsewhere

The benefit find that a USP communicates to a customer is

• nonspecific

• one of a kind

• tangible

• monetary

A migraine medication's USP communicates that it contains the safest ingredients. This USP is related to

• pricing strategy

• guarantee

• offer

• product features

A USP can improve the performance of a work team by

• building a lasting reputation

• creating a unique product

• providing a common goal

• cutting through advertising clutter

USPs are particularly important in a company's ______________ function.

• purchasing

• human resources

• marketing

• finance

Many companies use a USP as part of their overall ________________________ strategies.

• diversification

• positioning

• market dominance

• market segmentation

Marketers often condense USPs into short slogans because

• all work team members must memorize them.

• there cannot be product differentiation through any other means.

• a successful USP is always very short.

• customers tend to remember just one thing from an advertisement.

Which of the following is a characteristic of successful USPs:

• Easy to communicate

• Vague

• Meaningful to the company

• Short-lived

Your target market is "poor" college students, so you base your USP on value pricing. This is an example of a USP that is

• meaningful to the customer

• desirable and urgent

• difficult to communicate

• fulfillable

"Our product works great!" is an example of a USP that is not ____________ enough.

• urgent

• specific

• fulfillable

• desirable