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23download_doc-6.php - M 370 Session 7 I Core Stylish...

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M370 Session 7 I-Core Stylish Advertisements. Design incorporated into the products. Exclusive Distribution Great Service Premium Pricing Extremes Vertical Differentiation Chiquita vs. Bananas Horizontal Differentiation HP vs. Compaq computers True ______________ is in the MIND of the consumer Marketers use methods to influence consumer perception –they sometimes refer to this as “________________ products” Positioning Statement Who are the Customers What needs are fulfilled Why is the offer the best to fill the needs? ______________ Map = a.k.a. Perceptual Map ______________ Map = a.k.a. Perceptual Map Positioning Map = a.k.a. Perceptual Map Positioning Statement “Lite Beer is the Best Tasting beer among all low calorie beer offerings because Miller didn’t sacrifice taste to save calories.” Positioning USP (Unique Selling Proposition) Tastes Great! Less Filling Positioning Strategies Which Differences to Promote (Page 189) Important Distinctive Superior Communicable Preemptive Affordable Profitable
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Value Proposition (Page 190) More for More More for the Same
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