Thursdays class was a little different than the past classes because we went over questions that would be on the exam, which was super helpful. I like the fact that we received example exam questions because they really helped me make my study guide, and it was very useful that we not only learned the concepts, but were able to connect them to real life examples.
In class we talked about the emotional benefits ladder, positioning statements, and fad v. fashion v. styles graphs.
One of the most interesting points that we talked about in class on Thursday was the emotional benefits ladder. We learned that the emotional benefits ladder goes as follows - emotional benefits, rational benefits, brand features and target and insights. Even though I wasn't able to write down all of the notes from the prezi, I was able to find the picture you used in the prezi to help me better understand and grasp the concept. The bottom rung is target and insights, where companies define their target markets and figure out their enemies and insights. The second rung is brand features, or product features. This is where companies look at their product strengths unique offerings and differences from other products. The next rung is rational benefits which is where companies find out what consumers get. The fourth rung is the emotional benefits rung, which is where companies ask how it makes them (the consumers) feel.
We also talked about positioning statements. A positioning statement is a statement explaining why a product is better than other products and its competitors. A positioning statement is a cookie cutter statement set up like : "[This product] is the best among all [market] for [target market] because [why it is the bet product]." A positioning statement that my group and I put together was "Airpod is the best among all urban cars for urban dwellers because it has the lowest environmental impact for the lowest price."
We also talked about the fad v. styles v. fashion graphs. I found this to be very interesting because I had never really thought about fashions, fads and styles in regards to graphs and how they affect their channels. A fad is when a product is popular for a short amount of time, so the desire increases sharply when it first comes out, then sharply goes down and stays down. An example of a fad is Beats headphones. Those were much desired by a lot of kids, teenagers and even adults, but are now collecting dust on the shelves. A fashion is a product that gets popular slowly, and stays popular for a longer time than a fad, then decreases slowly. An example of fashionable product is something that is shown on a show like "Keeping Up With the Kardashians". Once one of the Kardashians or Jenners wears a pair of clothing/jewelry/shoes, that product sells a lot more for a small while, then eventually the desire for it goes down as another fashionable product comes out. Lastly, a style is a product where the desire for it increases slowly, like the fashion product, then decreases a little, then increases and so on. An example of a style is winter coats and bathing suits, because they are popular during their designated seasons, but hte desire goes down when they're out of season.
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