This preview has intentionally blurred sections. Sign up to view the full version.View Full Document
Unformatted text preview: How to choose a targeting strategy 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 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 Positioning Statement Lite Beer is the Best Tasting beer among all low calorie beer offerings because Miller didnt sacrifice taste to save calories. Positioning USP (Unique Selling Proposition) Tastes Great! Less Filling Assignment Read Text Chapter 7: Products, Services, and Brands: Building Customer Value Read HBR The Marketing Mix beginning on page 87 in your Course Pack. Homework...
View Full Document
- Fall '09
- Marketing, STDP Marketing Environment and Assessment Tools STDP, Segmentation Segmentation Basis