COMM 103 Chapter Notes - Chapter 10: Competitive Advantage, Desertion, Competitor Analysis
6 Nov 2017
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Fundamental consumer behavior principles: customers don"t buy products or services they buy solutions to problems or needs, consumers will not pay more for a product if they can get a similar product for less. Six r"s of marketing/core marketing challenges: right need to pursue, right solution to offer, right value proposition to position the organization"s products and services around, right methodology for delivery, right price to charge, right communication message to use. To be successful in pursuit of its overall corporate strategy, an organization must be successful at both the product strategy level and the business strategy level. The ability of an organization to develop a unique, credible, sustainable and valued place in the minds of its customers for its products and/or services. Successful positioning objectives: communicate the solution effectively to the targeted customers, understand the market to be served, understand the customers to be targeted, deliver the solution in a way that is superior to competitors.
