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Core strategy is at the hub of marketing. It is where company strengths meet market opportunities.
Member rating: No Rating | Words: | Submitted: Mon Jun 19 2006
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Positioning Chapter objectives * Define differentiation and market positioning. * Explain why companies seek to differentiate their markets and use positioning strategies. * List and discuss the principal ways in which companies can differentiate their products. * Explain how companies can position their products for maximum competitive advantage in the marketplace. Introduction: Core strategy is at the hub of marketing. It is where company strengths meet market opportunities. It has two parts: first, the identification of a group of customers for whom the firm has a differential advantage; and second, positioning its offerings in the customer's mind. Differentiation Consumers typically choose products and services that give them the greatest value. Thus the key to winning and keeping customers is to understand their needs and buying habits better than competitors do. Companies can position itself as providing superior value to selected target markets, either by offering lower prices than competitors do or by providing more benefits...
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