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Unformatted text preview: able (company must have resources to create a marketing mix for each segment) Measurable (must be able to determine the needs of the segment and satisfaction levels). Market Positioning Differentiation is the act of designing a set of meaningful differences to distinguish the company's offer from the competitors' offers. Positioning is the act of designing the company's offer so that it occupies a distinct and valued place in the target customers' minds. Perceptions are more important to positioning than attributes. "Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect." Al Ries and Jack Trout, Advertising Age, 1972 "A company should develop a unique selling proposition (USP) for each brand and stick to it."Rosser Reeves, Reality in Advertising Steps in the Positioning Process Steps 1. Identify relevant set of competitive products. 2. Identify the set of determinant attributes that define 2. the “product space” in which positions of current offerings are located and collect information. offerings 3. Determine product’s current location in the product 3. space (product positioning). space 4. Determine customers’ most...
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