3-10 Flashcards
What is the pathway of positioning?
Market analysis, this gives marketing strategy, this determines what actions you should take
What is segmentation?
Divide in categories like, demographics, psychological and behavioural.
What are the 3 C’s in positioning?
Customer
Company
Competition
What is the template for the positioning statement?
To (target segment) who (need), (the brand) is (frame of reference) that (point of difference), because (reasons to believe)
What is vertical differentiation?
Being different on price/ quality
What is horizontal differentiation?
Being unique, taste preferences
What is the marketeers job in the sales funnel?
Break down barriers between stages
What does the sales funnel exists of?
Awareness, consideration, purchase, loyalty
According to porter, of what 3 things do companies have to chose 1?
Low cost
Constant innovation
Customised offerings
What are 3 types if brand differences?
Brand performance
Brand imagery
Consumers insight in problems or goals
Why do tradeoffs arise? 3 reasons
Inconsistencies in image or reputation
Activities themselves
Limits on internal coordination and control
P32
What is the order before you come to a positioning strategy?
Segmentation
Targeting
Positioning
What is a well known example of open source marketing?
Wikipedia
What does pipeline business focus on?
Controlling resources, optimising internal processes, increasing consumer value
What does platform business focus on?
Coordinating markets, coordinate resources, facilitate external interactions
What are 3 reasons for growth to stall?
Premium position captivity
Innovation breakdown
Premature core abandonment
What can be done while being market driving?
Construction
Deconstruction
Functional modification
What are the red and the blue ocean?
Red: adding value while adding costs
Blue: adding value while lowering costs
What 3 barriers are there in blue oceans?
Economic barriers
Organisational barriers
Cognitive barriers
What is an active revitalisation strategy?
The default that should always be taken place
What is laddering?
Start concretely from attributes, then step up to benefits.
What is the difference between rebranding and repositioning?
Rebranding is changing everything, repositioning is putting the brand in another position
What is ingredient branding?
Strategy where a component of the business is branded as a separate entity
