The Effect of Unique Selling Propositions on a Company's Success. The Examples of "Starbucks" and "Amazon"
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Seminar paper from the year 2020 in the subject Business economics - Market research, , language: English, abstract: In this assignment, the effect of a unique selling proposition on a company¿s success will be discussed and examined. In order to do that, after this introduction into the USP, a closer look will be taken into the concept of USP and some theoretical examples of what a USP could be. The concept of the so-called unique selling proposition was invented in the early 1940s by the television advertising pioneer Rosser Reeves. He created successful advertising campaigns and slogans li...
Seminar paper from the year 2020 in the subject Business economics - Market research, , language: English, abstract: In this assignment, the effect of a unique selling proposition on a company¿s success will be discussed and examined. In order to do that, after this introduction into the USP, a closer look will be taken into the concept of USP and some theoretical examples of what a USP could be. The concept of the so-called unique selling proposition was invented in the early 1940s by the television advertising pioneer Rosser Reeves. He created successful advertising campaigns and slogans like for example for the M&M¿s candies: "Melts in your mouth, not in your hand.¿" He believed that an advertisement or commercial should show off the value or unique selling proposition of a product and that it has to be honest in order to be sold successful & he was right. But why is it important to have a USP?
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