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14 Cards in this Set

  • Front
  • Back
What is brand positioning?
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.
Waht is Points-of-Difference?
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.
What is Points-of-Parity?
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.
Product Differentiation?
Product Differentiation
Personnel Differentiation
Channel Differentiation
Image Differentiation
What is product life cycles?
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.
Strategy for Product life cycle management?
Please see table summary on Page 332
What is dynamic of attributes competition?
A customer-survey process
An intuitive process
A dialectical process
A needs-hierarchy process
What is competitive points-of-parity association?
those associations designed to negate competitors' points-of-difference.
What is character of 'Introduction stage'?
slow growth and minimal profits
What is character of 'Growth stage'?
rapid sales growth and increasing profits
What is character of ' maturity stage'?
sales growth slows and profits stabilize
What is character of ' decline stage'?
decline in both sales and profit, product phase out.
What is market life cycle?
markets evolve through four stages: emergence, growth, maturity, and decline.
What is "Frame of Reference"?
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.