week 3

Question 1

what are some positioning methods

Answer 1

• benefits and symbolism
• competition
• value
• product arttributes
• market leadership

Question 2

what is positioning

Answer 2

the place the product occupies in consumer’s minds relative to competing products

Question 3

5 steps positioning process

Answer 3

1. determine customers’ preception and evaluation in relation to competitors
2. identify competitor positions
3. determine consumer perferences
4. select the position
5. monitor the positioning strategy

Question 4

what is joint space map

Answer 4

incorporate bopth perceptions and preferences into the same map

Question 5

Attributes for positioning analysis

Answer 5

• performance
• durablity
• serviceability
• style
• brand image
• delivery
• service image
• perceived quality