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8
Differentiation and Positioningon
Differentiation:
Actually differentiating the market offering to create superior customer value.
Positioning:
Arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target customers.
3 steps for Differentiation + Positioning
1.Identifying a set of possible differentiation that create competitive advantage
2.Choosing advantages upon which to build a position
3.Selecting an overall positioning strategy.
Actually differentiating the market offering to create superior customer value.
Positioning:
Arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target customers.
3 steps for Differentiation + Positioning
1.Identifying a set of possible differentiation that create competitive advantage
2.Choosing advantages upon which to build a position
3.Selecting an overall positioning strategy.
Flashcard info:
Author: Elisa
Main topic: Business Economics
Topic: Marketing
School / Univ.: Hanze Hogeschool
City: Groningen
Published: 14.02.2010