Summary chapter 6 advanced marketing
Positioning
Practical activity
Homogeneous subsets: to the left is less important, to the right is more important.
Crosstabulations: (smartphone owned table) you have to look at the significance: < 0,05 rows and
columns are related, > 0,05 rows and columns are not related.
related means that when one changes by a certain amount, the other changes on an average by a
certain amount
Positioning
Positioning is about the image created in the mind of target consumers, providing the consumer with
an understanding of how your brand and product is different from other offerings in the market.
Positioning = target segments + differentiation
created image in mind of target customers + what do we offer, how does it differ
from others?
Questions of positioning
Who are our customers?
What is our offer?
With whom do we compete?
How are we compared to our competitors?
To fully understand this we need to establish point of parity and points of differentiation
Points of Parity Points of Differentiation
Attributes or characteristic that your offering Attributes or characteristics consumers
must have to be competitive in the marketplace associate with a brand, positively evaluate, and
believe they could not find the same extent with
a competitive brand
Those are not necessarily unique to the brand Sources:
- Product attributes
- Service factors
- Image
While customers may not choose an offer
because of POP their absence may be a reason
not to choose it
Positioning
Practical activity
Homogeneous subsets: to the left is less important, to the right is more important.
Crosstabulations: (smartphone owned table) you have to look at the significance: < 0,05 rows and
columns are related, > 0,05 rows and columns are not related.
related means that when one changes by a certain amount, the other changes on an average by a
certain amount
Positioning
Positioning is about the image created in the mind of target consumers, providing the consumer with
an understanding of how your brand and product is different from other offerings in the market.
Positioning = target segments + differentiation
created image in mind of target customers + what do we offer, how does it differ
from others?
Questions of positioning
Who are our customers?
What is our offer?
With whom do we compete?
How are we compared to our competitors?
To fully understand this we need to establish point of parity and points of differentiation
Points of Parity Points of Differentiation
Attributes or characteristic that your offering Attributes or characteristics consumers
must have to be competitive in the marketplace associate with a brand, positively evaluate, and
believe they could not find the same extent with
a competitive brand
Those are not necessarily unique to the brand Sources:
- Product attributes
- Service factors
- Image
While customers may not choose an offer
because of POP their absence may be a reason
not to choose it
