V52.group5.assignment1
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This document discusses the decisive factors of desirability and deliverability in judging a product or plan. Desirability is determined by whether the product is relevant, distinctive, and believable to the user. Deliverability depends on the feasibility, communicability, and sustainability of bringing the plan to fruition. The document was presented on August 6, 2010 by a group of students at the Ateneo Graduate School of Business for a marketing management class.
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V52.group5.assignment1
- 1. POINTS OF DIFFERENCE Judging Desirability and Deliverability Ngui, Nikki Ren, Winnie Louie Mark Quizon Reyes, Rosalia 06 August 2010 ATENEO GRADUATE SCHOOL OF BUSINESS MARKMA.V52.GROUP5 SLIDE 1 of 5
- 3. DeliverabilityATENEO GRADUATE SCHOOL OF BUSINESS SLIDE 2 of 5 MARKMA.V52.GROUP5
- 4. What makes a product desirable? Relevance “is this personally important to me?” Distinctiveness “is this unique?” Believability “is it convincing enough?” ATENEO GRADUATE SCHOOL OF BUSINESS SLIDE 3 of 5 MARKMA.V52.GROUP5
- 5. What makes the plan deliverable? Feasibility “is it achievable?” Communicability “does the message make sense?” Sustainability “does it have staying power?” ATENEO GRADUATE SCHOOL OF BUSINESS SLIDE 4 of 5 MARKMA.V52.GROUP5
- 6. POINTS OF DIFFERENCE Judging Desirability and Deliverability Ngui, Nikki Ren, Winnie Reyes, Martin Reyes, Rosalia 06 August 2010 ATENEO GRADUATE SCHOOL OF BUSINESS MARKMA.V52.GROUP5 SLIDE 5 of 5