08.3 prodcut/service differentiation and positioning Flashcards
1
Q
Product/Service Differentiation
A
- Developing and promoting differences between the business’ products or services and those of its competitors
2
Q
Points of Differentiation
A
- Customer Service
- Environmental Concerns
- Convenience
- Social and Ethic Issues
3
Q
Points of Differentiation: CUSTOMER SERVICE
A
- Striving to exceed customer expectations
- ‘Personalised’ service: Tailored to customers needs and wants
- ‘Caring’ service: Treating courteously
4
Q
Points of Differentiation: ENVIRONMENTAL CONCERNS
A
5
Q
Points of Differentiation: CONVENIENCE
A
6
Q
Product/Service Positioning
A
- Technique in which marketers create an image for a product compared with an image of competing product
- Product image that it is cheaper, better quality
