Market Segmentation and Positioning

Question 1

PRODUCT CATEGORY

Answer 1

Set of products that serve same needs & solve same problems.

Question 2

BREAKAWAY POSITIONING STRATEGY

Answer 2

Marketing technique in which customers recognize the product based on its features such as design, functionality, appearance, feel, luxury, distribution channel, or pricing.

Question 3

BREAKAWAY LEADER

Answer 3

Able to leverage and then borrow associations from a different product category in order to encourage consumers to mentally categorize the product differently.

Question 4

COMMON ELEMENTS TO BREAKAWAY POSITIONING STRATEGY

Answer 4

1. Leverage and borrow associations from a different product category = consumers mentally categorize product differently.
2. Development of new internal competencies.
3. Rely on integrated marketing plans = explicit product reinvention.