* The extent to which a companion can position itself as providing superior value to selected scar markets is the extent to which it will gain competitive advantage
* high-performance value > price & level of benefit
* Competitive advantage
* wee-wee/Service = the way it is defined by consumers on important attributes
* Personnel
* Image
* The position is the place harvest-feast/service occupies in consumers headways relative to the competitor
* Position define the end = differential advantage
* Jobber, 2007 - key to successful positioning
* limpidity
* Consistency
* Credibility
* Competitiveness
* Types of positioning
* Real positioning = base on verifiable, factual attributes eg largest cheapest
* Psychological positioning
* Based on emotional or attitudinal attributes eg caring, trustworthy and exciting
* Ries and Trout (1981) = Positioning is not about what you do to a product.
Positioning is what you do to the mind of the prospect
* Achieving desired positioning
* Existing products may make to be repositioned
* New products need to have a run low position established quickly
worldwide Product 1
* Tangible = soft drink, detergent, car, cosmetics, fast food outlet
* intangible = teaching, consulting, financial service, airline
* Three level of products
* Classification of consumer goods
* Staple goods
momentum goods
Emergency goods
Staple goods
Impulse goods
Emergency goods
Convenience goods
* obtain goods
* Specialty goods
* Unsought goods
* Classification of industrial goods
* Materials and parts = desolate/manufactured materials
* Capital items = installations / accessory equipment
* Supplies and services = supplies / business services
* Global products = standardized to some extent across a...If you want to cohere a full essay, order it on our website: Orderessay
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