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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
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).
Courtesy & human touch
Trust (investment banking).
Value (airlines) Differentiating and Positioning Differentiating and Positioning (p. 2602) Positioning Providing a f...
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This note was uploaded on 02/18/2013 for the course MKT 1003 taught by Professor Profchan during the Spring '12 term at National University of Singapore.
- Spring '12