MKTG 649 CHAPTER 9 NOTES

MKTG 649 CHAPTER 9 NOTES - Marketing 649 Marketing...

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Marketing 649 Marketing Management 9-22-11 Chapter 9 Crafting the Brand Positioning and Competing Effectively Value Propositions Perdue Chicken More tender golden chicken at a moderate premium price Domino’s A good hot pizza, delivered to your door within 30 minutes of ordering, at a  moderate price Defining Associations Points-of-difference  Attributes or benefits consumers strongly associate with a brand, positively  evaluate, and believe they could not find to the same extent with a competitive  brand Points-of-parity  Associations that are not necessarily unique to the brand but may be shared  with other brands Point-Of-Difference Criteria Desirable Deliverable Differentiating Figure 9.1 Perceptual Map 
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This note was uploaded on 01/31/2012 for the course MKGT 649 taught by Professor Staff during the Fall '11 term at S.F. State.

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MKTG 649 CHAPTER 9 NOTES - Marketing 649 Marketing...

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