MR+product - Product Positioning, Branding, and...

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Unformatted text preview: Product Positioning, Branding, and Product-Line Strategies Marketing Research 7-1 7-2 Product Positioning, Branding, and Product Positioning, Branding, and Product Line Strategies Product Line Strategies Product Positioning and Product Positioning Strategies Product Differentiation Brand Name, Brand Equity, and Branding Strategies Product Line Expansion 7-3 Product Positioning Product Positioning What is product positioning? Why is it important to determine a product positioning strategy? What is the goal of a positioning strategy? How does the positioning strategy affect market share? Market Share = X Marketing Efforts Product Position 7-4 Product Positioning Strategies Product Positioning Strategies 7-5 Product Positioning Strategies Product Positioning Strategies Price Leadership vs. Product Differentiation When is price leadership appropriate? When is differentiation appropriate? Types of Differentiation Brand Benefits Service Benefits Product Benefits Trans- action Costs Price Customer Value Brand Differentiation Service Differentiation Product Differentiation 7-6 Differentiation Differentiation Dimensions of Product Quality Dimensions of Product Quality Quality Killers Quality Aesthetics Quality Enhancers Quality Drivers Reliability Conformance Performance Durability Features Serviceability Appearance Reputation 7-7 Differentiation Differentiation Dimensions of Service Quality Dimensions of Service Quality Quality Killers Quality Aesthetics Quality Enhancers Quality Drivers Reliability Assurance Performance Responsiveness Extended Services Customer Empathy Appearance Reputation 7-8...
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This note was uploaded on 01/18/2012 for the course MKT 3370 taught by Professor Staff during the Spring '09 term at Texas State.

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MR+product - Product Positioning, Branding, and...

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