Market Positioning & Owning customer perception

Question 1

woning consumer perception

Answer 1

• Distinguish your product/service from others offered to your market segment.
• Goal is to clearly communicate how your product/service differs from competitors.
• Sample positioning statement:
  (General Motors) is the (leading US automobile
  maker) that (provides affordable cars) to (American
  families)
• Features create benefits
  *Feature = a fact about a product or service
  *Benefit = what the feature can do to meet a customer’s needs
• Needs, wants, and demands are different
  -Companies use many perceptions like these, that competitors cannot copy