MKTG470_Chapter 03

MKTG470_Chapter 03 - Chapter3 Positioning

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Chapter 3 Positioning Establishing a distinctive place in the minds of customers  relative to competitors Core Competency Something you do well Competitive Advantage Matching a core competency with a valued market  opportunity, establishing a unique position Sustainable Competitive Advantage A marketplace position that cannot be diminished in the  short run
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Focus Underlies the Search for  Competitive Advantage Competition necessitates differentiation Rather than compete in an entire market, a firm must  focus efforts on customers it can serve well Brand positioning helps create awareness, generate  interest and desire among potential customers How can one grow in a mature market? Emphasize competitive advantage on those  attributes that will be valued by customers in target segment(s)               
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Basic Focus Strategies for Services  BREADTH OF SERVICE OFFERINGS NUMBER OF  MARKETS  SERVED  Narrow Many Few Wide Service Focused   Unfocused (Everything  for everyone) Market  Focused Fully Focused (Service and  market  focused)
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Segmentation Select target segments from market segments
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This note was uploaded on 10/17/2011 for the course MKTG 470 taught by Professor Dr.valenti during the Spring '11 term at Nicholls State.

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MKTG470_Chapter 03 - Chapter3 Positioning

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