chapter 6 - class notes march 7th

Question 1

How consumers perceive a product relative to the competition

Answer 1

positioning

Question 2

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

Answer 2

• Target market characteristics
• Customer needs
• Customer benefits
• Clear point of differentiation

Question 3

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

Answer 3

positioning statement

Question 4

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

Answer 4

a perceptual map

Question 5

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

Answer 5

repositioning

Question 6

“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. “

Answer 6

Positioning Statement

Question 7

what is this list referring to

• product
• personnel
• channel
• image

Answer 7

differentiation strategies

Question 8

• coverage
• expertise
• performance

Answer 8

channel differentiation strategy

Question 9

• character and value prop
• distinctive way
• emotional power

Answer 9

image differentiation strategy

Question 10

• salespeople
• cust. service
• tech support
• repair team

Answer 10

personnel differentiation strategy

Question 11

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

Answer 11

product differentiation strategy