chapter 6 - class notes march 7th Flashcards

1
Q

How consumers perceive a product relative to the competition

A

positioning

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2
Q

A positioning statement typically includes four elements that describe 4 things…

A
  • Target market characteristics
  • Customer needs
  • Customer benefits
  • Clear point of differentiation
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3
Q

not only used internally within the company to communicate how you want customers to perceive your product, but also outside the company, with market research and marketing communication firms

A

positioning statement

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4
Q

a diagram used for visualizing consumer perceptions of different brands or products

A

a perceptual map

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5
Q

Refers to a strategy in which marketers change a brand’s focus to target new markets or realign the brand’s core emphasis with changing market preferences

A

repositioning

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6
Q

“For (target audience), (brand name) is the (frame of reference category) that delivers (benefit/point of difference) because only
(brand name) is reason to believe. “

A

Positioning Statement

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7
Q

what is this list referring to

  • product
  • personnel
  • channel
  • image
A

differentiation strategies

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8
Q
  • coverage
  • expertise
  • performance
A

channel differentiation strategy

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9
Q
  • character and value prop
  • distinctive way
  • emotional power
A

image differentiation strategy

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10
Q
  • salespeople
  • cust. service
  • tech support
  • repair team
A

personnel differentiation strategy

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11
Q
  • features
  • performance
  • durability
  • style design
  • ease of order
  • delivery install
  • matinence
A

product differentiation strategy

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