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2549 favorableresponses sizeandgrowth

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Unformatted text preview: Heavy Heavy Selecting Target Segments Selecting Target Segments (p. 254­9) Favorable responses. Size and growth. Competitive intensity. Accessibility. Fit with Capabilities. Opportunity for differentiation. Differentiation and Positioning Differentiation and Positioning (p. 260­2) Differentiation Areas important to target Areas customers. customers. Performance significantly Performance better than competitors. better Differentiation and Positioning Differentiation and Positioning (p. 260­2) Product Differentiation Reliability (machine). Innovativeness (machine) Sound quality (hi fi). Unique styling (fashion) Ease of use (appliance) Taste (food/ drinks) Differentiating and Positioning Differentiating and Positioning (p. 260­2) Service Differentiation Competence (car mechanic). Styling (hairdresser) Courtesy & human touch Courtesy (restaurant). (restaurant). Responsiveness (repair). Trust (investment banking). Value (airlines) Differentiating and Positioning Differentiating and Positioning (p. 260­2) Positioning Providing a f...
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