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
