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Definition
| helps establish your product's or service's identity within the eyes of the purchaser. affected by a number of variables related to customers' motivations and reqirements, as well as by its competitors' actions |
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Term
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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 advantge results from matching core competencies to the opportunities |
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Definition
| a variety of product characteristics such as durability, economy, or reliability etc. |
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Definition
| the value perceived by the customer |
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| product characteristics/customer benefits positioning |
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Definition
| focuses upon the characteristics of the product/customer benefits |
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Definition
| lets the customer believe that the product is of higher quality |
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Term
| use/application positioning |
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Definition
| is done deliberatly to expand the brands market. if you are introducing new uses of the product that will automatically expand the brands market |
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Term
| product class positioning |
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Definition
| when you position a product in relation to other existing products |
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Term
| product process positioning |
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Definition
| to associate the product with its users or a class of users. the expectation is that the model or personality will influence the products' image by reflecting the characteristics and image of the model or personality communicated as a product user |
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Term
| cultural symbol positioning |
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Definition
| to relate the product or service to something that is very meaningful to people |
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Term
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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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Term
| unique selling proposition |
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Definition
| usp. a summary of what makes your business unique and valuable to your target market |
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