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4.1 Position venture/product to acquire desired business ima
N/A
12
Business
12th Grade
05/06/2013

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Term
Positioning
Definition
helps establish your product's or service's identity within the eyes of the purchaser. It is affected by a number of variables related to customers' motivations and requirements, as well as by its competitors' actions.
Term
Competitive advantage
Definition
A superiority gained by an organization when it can provide the same value as its competitors but at a lower price, or can charge higher prices by providing greater value through differentiation. Competitive advantage results from matching core competencies to the opportunities.
Term
Product attributes
Definition
a variety of product characteristics such as durability, economy or reliability etc.
Term
Benefits
Definition
The value perceived by the consumer.
Term
Product characteristics or Customer Benefits positioning
Definition
Focuses upon the characteristics of the product or customer benefits.
Term
Pricing positioning
Definition
lets the consumers believe that the product is of higher quality.
Term
Use or application positioning
Definition
is done deliberately to expand the brand's market. If you are introducing new uses of the product that will automatically expand the brand's market.
Term
Product class positioning
Definition
when you position a product in relation to other existing products.
Term
Product process positioning
Definition
to associate the product with its users or a class of users. The expectation is that the model or personality will influence the product's image by reflecting the characteristics and image of the model or personality communicated as a product user.
Term
Cultural symbol positioning
Definition
to relate the product or service to something that is very meaningful to people.
Term
Unique selling proposition.
Definition
a summary of what makes your business unique and valuable to your target market.
Term
Competitors positioning
Definition
the firm either uses the same of similar positioning strategies as used by the competitors or the advertiser uses a new strategy taking the competitors strategy as the base.
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