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MARKETING MANAGEMENT 12 th edition

MARKETING MANAGEMENT 12 th edition. 10 Crafting the Brand Positioning. Kotler Keller. Marketing Strategy. Segmentation. Targeting. Positioning. Positioning. Act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.

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MARKETING MANAGEMENT 12 th edition

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  1. MARKETING MANAGEMENT12th edition 10 Crafting the Brand Positioning Kotler Keller

  2. Marketing Strategy Segmentation Targeting Positioning

  3. Positioning Act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.

  4. Choosing a Positioning Strategy Step 1. Identifying Possible Competitive Advantages Step 2. Selecting the Right Competitive Advantage Step 3. Communicating and Delivering the Chosen Position

  5. Points-of-difference (PODs) Attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand Points-of-parity (POPs) Associations that are not necessarily unique to the brand but may be shared with other brands Defining Associations

  6. Consumer Desirability Criteria for PODs Relevance Distinctiveness Believability

  7. Deliverability Criteria for PODs Feasibility Communicability Sustainability

  8. Low-price vs. High quality Taste vs. Low calories Nutritious vs. Good tasting Efficacious vs. Mild Powerful vs. Safe Strong vs. Refined Ubiquitous vs. Exclusive Varied vs. Simple Examples of Negatively Correlated Attributes and Benefits

  9. Developing and Communicating a Positioning Strategy • Positioning: How many ideas to promote? • Unique selling proposition • Four major positioning errors • Underpositioning • Overpositioning • Confused positioning • Doubtful positioning

  10. Differentiation Strategies Product Personnel Channel Image

  11. Product form Features Performance Conformance Durability Reliability Reparability Style Design Ordering ease Delivery Installation Customer training Customer consulting Maintenance Product Differentiation

  12. Identity and Image Identity: The way a company aims to identify or position itself Image: The way the public perceives the company or its products

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