MKT 702 Lecture Notes - Web Browser, Digiorno, Verizon Wireless

• School: Ryerson University
• Department: Marketing
• Course: MKT 702
• Professor: Bob Silson

Document Summary

Chapter 10 crafting the brand positioning: all marketing strategy is built on stp segmentation, targeting, and ________, positioning, product, planning, promotion, performance. Difficulty: easy: ________ is the act of designing the company"s offering and image to occupy a distinctive place in the minds of the target market, positioning, valuation, pricing, commercialization, launching. 2: the ________ defines which other brands a brand competes with and therefore which brands should be the focus of competitive analysis, consumer profitability analysis, competitor indexing, service blueprint, competitive frame of reference, cluster analysis. Difficulty: easy: ________ refers to the products or sets of products with which a brand competes and which function as close substitutes, consumer profitability analysis, competitive frame of reference, category membership, value membership, demand field. Difficulty: easy: ________ are defined as companies that satisfy the same customer need, communities, competitors, trendsetters, industries, task groups.