MKTG470_Chapter 03 - Chapter3 Positioning CoreCompetency...

Info icon This preview shows pages 1–5. Sign up to view the full content.

View Full Document Right Arrow Icon
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
Image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
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)               
Image of page 2
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)
Image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Segmentation
Image of page 4
Image of page 5
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern