【4-4课件+页面音频】 Positioning (41 pages)

After reading this chapter, you should be able to:

Offer examples to clarify how to position to gain competitive edge; 

Illustrate how to make and implement positioning strategies.

-International Positioning Strategies

-Global, Foreign, and Local Consumer Culture Positioning

#1 Identify a set of possible competitive advantages

  • Key to winning target customers is to understand their needs better than competitors do and to deliver more value.

  • Competitive advantage – extent to which a company can position itself as providing superior value.

-Products, services, channels, people or image can be sources of differentiation.

 

 

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