chapter 6 - class notes march 7th Flashcards
How consumers perceive a product relative to the competition
positioning
A positioning statement typically includes four elements that describe 4 things…
- Target market characteristics
- Customer needs
- Customer benefits
- Clear point of differentiation
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
positioning statement
a diagram used for visualizing consumer perceptions of different brands or products
a perceptual map
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
repositioning
“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. “
Positioning Statement
what is this list referring to
- product
- personnel
- channel
- image
differentiation strategies
- coverage
- expertise
- performance
channel differentiation strategy
- character and value prop
- distinctive way
- emotional power
image differentiation strategy
- salespeople
- cust. service
- tech support
- repair team
personnel differentiation strategy
- features
- performance
- durability
- style design
- ease of order
- delivery install
- matinence
product differentiation strategy