week 3 Flashcards
1
Q
what are some positioning methods
A
- benefits and symbolism
- competition
- value
- product arttributes
- market leadership
2
Q
what is positioning
A
the place the product occupies in consumer’s minds relative to competing products
3
Q
5 steps positioning process
A
- determine customers’ preception and evaluation in relation to competitors
- identify competitor positions
- determine consumer perferences
- select the position
- monitor the positioning strategy
4
Q
what is joint space map
A
incorporate bopth perceptions and preferences into the same map
5
Q
Attributes for positioning analysis
A
- performance
- durablity
- serviceability
- style
- brand image
- delivery
- service image
- perceived quality
