1.1.3 Market positioning Flashcards
1
Q
Market positioning
A
- how individual products/brands are seen in relation to their competition by consumers
- may stem from pricing, marketing, quality
2
Q
Product differentiation
A
- occurs when businesses make their product different from competing products
- may involve giving it unique features
3
Q
market mapping
A
- use of a grid
- showing 2 features of market (price/consumer age)
- individual brands/business added to grid
- potential niches/gaps in market
- typically products compared between all competitors
- gives firm an insight into competition with dams market as its own product
4
Q
ADVS and DIS of market mapping
A
ADV:
- spot gaps
- help differentiate its products from competition
DIS:
- hard to categorise same products/services
- gap does not mean there is need for product
- more market research
5
Q
Added value
A
- value of finished good/service over and above the cost of achieving it
- this is achieved when a business increase the worth of its factor inputs by creating new output
6
Q
Factor inputs
A
4 factors of production
CELL capital enterprise labour land
7
Q
6 ways to achieve added value
A
1-branding 2-USP 3-manufacturing 4-marketing 5-customer service 6-technology
8
Q
benefits of adding value
A
- charge higher prices
- point of differentiation
- protecting from competitors trying to steal customers by charging lower prices
- focusing a business more closely on its target market segment
9
Q
measuring added value
A
can be measured in terms of financial growth
input + process = added value + output