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14 Cards in this Set
- Front
- Back
What is brand positioning?
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Positioning is the act of designing the company's offering and image to occupy a distinctive place in the mind of the target market. The goal is to locate the brand in the minds of consumers to maximize the potential benefit to the firm.
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Waht is Points-of-Difference?
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are attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe that they could not find to the same extent with a competitive brand.
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What is Points-of-Parity?
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are associations that are not necessarily unique to the brand but may in fact be shared with other brands. These types of associations come in two basic forms: category and competitive.
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Product Differentiation?
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Product Differentiation
Personnel Differentiation Channel Differentiation Image Differentiation |
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What is product life cycles?
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Most product life-cycle curves are portrayed as bell-shaped (see Figure 10.1). This curve is typically divided into four stages: introduction, growth, maturity, and decline.22
1. Introduction -A period of slow sales growth as the product is introduced in the market. Profits are nonexistent because of the heavy expenses of product introduction. 2. Growth -A period of rapid market acceptance and substantial profit improvement. 3. Maturity-A slowdown in sales growth because the product has achieved acceptance by most potential buyers. Profits stabilize or decline because of increased competition. 4. Decline - Sales show a downward drift and profits erode. |
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Strategy for Product life cycle management?
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Please see table summary on Page 332
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What is dynamic of attributes competition?
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A customer-survey process
An intuitive process A dialectical process A needs-hierarchy process |
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What is competitive points-of-parity association?
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those associations designed to negate competitors' points-of-difference.
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What is character of 'Introduction stage'?
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slow growth and minimal profits
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What is character of 'Growth stage'?
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rapid sales growth and increasing profits
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What is character of ' maturity stage'?
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sales growth slows and profits stabilize
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What is character of ' decline stage'?
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decline in both sales and profit, product phase out.
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What is market life cycle?
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markets evolve through four stages: emergence, growth, maturity, and decline.
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What is "Frame of Reference"?
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A starting point in defining a competitive frame of reference for a brand positioning is to determine category membership—the products or sets of products with which a brand competes and which function as close substitutes.
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