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

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Product Positioning, Branding, and  Product-Line Strategies Marketing Research  7-1
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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
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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
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7-4 Product Positioning Strategies Product Positioning Strategies
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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
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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
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7-7 Differentiation Differentiation Dimensions of Service Quality
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