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Effective Positioning

Effective Positioning - Creating Effective Positioning 1...

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Creating Effective Positioning 1. Assess the positions occupied by competing products 2. Determine the dimensions underlying these positions 3. Choose a market position where marketing efforts will have the greatest impact Product Differentiation A positioning strategy that some firms use to distinguish their products from those of competitors. Distinctions can be real or perceived. Perceptual Mapping A means of displaying or graphing, in two or more dimensions, the location of products, brands, or groups of products in customers’ minds. Bases For Positioning Attribute, Price and Quality, Use or Application, Product User, Product Class, Competitor, Emotion Repositioning Changing consumers’ perceptions of a brand in relation to competing brands. Competitive Advantage High product quality, rapid delivery, low prices, excellent service, unique features Advertising- Impersonal, one-way mass communication about a product or organization that is paid for by a marketer. Traditional Advertising New Advertising Television Internet Radio Banner Ads Newspapers Viral Marketing Magazines E-mail Books Interactive Video Direct mail Billboards Transit cards Advantages- Reach large number of people Low cost per contact Can be micro-targeted Disadvantages Total cost is high National reach is expensive for small companies
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Public Relations The marketing function that evaluates public attitudes, identifies areas within the organization that the public may be interested in, and executes a program of
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