Week 6 - Week 6 Week Differentiation *Perception *Pricing...

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Week 6 Week 6 Differentiation Differentiation *Perception *Perception *Pricing *Pricing
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Differentiation Differentiation The quality option Product features 3.Perceptual Positioning option © (Brand Equity)
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Differentiation Differentiation Perceptual Positioning (Brand Equity) Brand awareness Brand associations Brand loyalty Perceived Quality Problems with Perceptual Positioning©
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Problems Problems Selective Attention Selective Distortion Selective Retention
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PERCEPTUAL POSITIONING- PERCEPTUAL POSITIONING- Prerequisites/Problems Prerequisites/Problems Requires Consumer orientation Need to Discover Perceptual attributes Need to Develop Perceptual measures Market research needed Needs rival perceptual positions Restricted to a Few dimensions
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Differentiation Differentiation The quality option Product features Perceptual Positioning option 4 Pricing Option©
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Pricing: Factors Influencing Pricing: Factors Influencing Pricing Objectives ©
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PRICING OBJECTIVES PRICING OBJECTIVES Maximize short or long-run profits Growth Stabilize the market Desensitize customer to price Maintain price leadership Discourage entrants
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Week 6 - Week 6 Week Differentiation *Perception *Pricing...

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