Study your flashcards anywhere!

Download the official Cram app for free >

  • Shuffle
    Toggle On
    Toggle Off
  • Alphabetize
    Toggle On
    Toggle Off
  • Front First
    Toggle On
    Toggle Off
  • Both Sides
    Toggle On
    Toggle Off
  • Read
    Toggle On
    Toggle Off

How to study your flashcards.

Right/Left arrow keys: Navigate between flashcards.right arrow keyleft arrow key

Up/Down arrow keys: Flip the card between the front and back.down keyup key

H key: Show hint (3rd side).h key

A key: Read text to speech.a key


Play button


Play button




Click to flip

12 Cards in this Set

  • Front
  • Back
Changing the perceived and actual characteristics of a product/service to better fit a changing marketplace environment, very expensive
Easiest way to develop a mental map of positioning
Two-dimensional map
The way consumers perceive the brand relative to its competition and positioning is in the mind of the consumer
Positioning Options
On product features & benefits
On specific user occasions
On price
On quality
By product user
Against another brand
Most critical positioning strategy?
Choice of the target segment
Two-dimensional map
Compare the consumer's image of competing products on two critical performance features
3 ways to position
Identify competitive advantage
Stress salient characteristics
Establishing a cult position
Know what is precious and protect it
Building a club, not share
Sell to club members, not customers
Perspective of a very small, defined, group
Second critical decision positioning strategy?
Determine the product/service's competitive positioning and specifications to meet the target segment's needs
Positioning Risks and describe each of the 4
Under positioning - vague idea
Over positioning - too narrow of an image
Confused positioning - buyers do not understand the position
Doubtful positioning - buyers find it hard to believe
Product (Brand) Position
Way customer sees the brand as fitting in with other brands in the product class
Image which is deliberately manipulated by the seller
Way to explain to the customer what the product is for
Way to compete
Way to saturate market (Proctor & Gamble)
A group that creates its own position