-ADDRESSES CONCEPT GENERATION
-CREATES VIEWS OF A PRODUCT DIFFERENT FROMTHE USUAL ONES
-BASED ON PRODUCT ATTRIBUTES
-THREE TYPES OF ATTRIBUTES
FEATURE
FUNCTION
BENEFIT
-A FEATURE PERMITS A FUNCTION PROVIDING ABENEFIT
-AAT ALLOWS US TO CREATE NEW PRODUCT/SERVICECONCEPTS BY ADDING AND/OR CHANGING ATTRIBUTES
ONE TYPE OF AAT IS A PERCEPTUAL GAP ANALYSIS
-IT PRODUCERS A MAP SHOWING HOW PRODUCTS AREPOSITIONED
-YOU THEN LOOK FOR GAPS
BE CAREFUL, THERE MIGHT BE A REASON FOR A GAP,
NOT GOOD?
THREE TYPES OF MAPS:
1.DETERMINANTMAP
2.ATTRIBUTE RATING MAP
3.OS PERCEPTUAL MAP
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