This preview shows page 1. Sign up to view the full content.
Unformatted text preview: will lead to the continuing growth of one-to-one marketing.
First, the one-size-fits-all marketing of yesteryear no longer fits. Customers do not want to be
treated like the masses. Second, direct and personal marketing efforts will continue to grow to
meet the needs of consumers who no longer have the time to spend shopping and making
purchase decisions. Third, consumers will be loyal to those companies and brands that have
earned their loyalty and reinforced it at every purchase occasion. Fourth, mass-media approaches
will continue to decline in importance as advances in market research and database technology
allow marketers to collect more detailed information on their customers, not just the
approximations allowed by demographics but the specific names and addresses.
Communication REF: 135 OBJ: 08-8 TOP: AACSB KEY: CB&E Model Strategy MSC: BLOOMS Synthesis 21. Explain what is meant by positioning. Describe the bases marketers use to position products and
Positioning is a process that influences potential customers’ overall perception of a brand, product
line, or organization in general. Firms use a variety of bases for positioning:
ATTRIBUTE. Products may be associated with an attribute, feature, or particular customer
PRICE AND QUALITY. Firms may stress high price as a signal of quality or low price as a
signal of value.
USE OR APPLICATION. Stressing use situations or special applications effectively positions the
product with buyers.
PRODUCT USER. This position base associates the product with a personality or type of user.
PRODUCT CLASS. The product is associated with a particular category of products.
COMPETITOR. Positioning against a competitor would be demonstrated by Avis Rent A Car
positioning itself as number two compared to Hertz. EMOTION. Focuses on how the product
makes customers feel.
KEY: CB&E Model Strategy OBJ: 08-9 TOP: AACSB MSC: BLOOMS Synthesis 22. What is product differentiation, and how can it be achieved?
Product differentiation distinguishes one firm’s products from those of competitors. Differences
can be either real or perceived. Products can be differentiated by brand names, packaging, color,
smell, or other means.
KEY: CB&E Model Strategy OBJ: 08-9 TOP: AACSB MSC: BLOOMS Synthesis Chapter 9—Decision Support Systems and Marketing Research
1. A marketing decision support system is an interactive, flexible, computerized information system
that bypasses information-processing spets and gives managers access to useful information
from their own desks.
TOP: AACSB Technology
MSC: BLOOMS Knowledge REF: 139
KEY: CB&E Model Online/Computer 2. A true marketing decision support system is interactive, flexible, discovery oriented, and
TOP: AACSB Technology
MSC: BLOOMS Comprehension REF: 139-140
KEY: CB&E Model Online/Comp...
View Full Document
This document was uploaded on 09/29/2013.
- Fall '13