MGT 103 Lecture Notes - Lecture 4: World Wide Web

• School: UCSD
• Department: Rady School of Management
• Course: MGT 103
• Professor: Craig Eberhard

Document Summary

Positioning statement : is a concise description of your target market as well as a compelling picture of how you want that market to perceive your brand a guidepost for your marketing efforts. Helps you maintain focus on your brand and its value proposition. Note : a (brand) tagline is an external statement intended for customers. It is an internal statement ( you and your team) Provides an unmistakable and easily understood pic of your brand that differentiates it from competitors. On midterm: write out a positioning statement. For world-wide web users who enjoys books , amazon is a retail bookseller that provides instant access to over 1. 1m books . Unlike traditional book retailers, amazon provides a combination of 1) extraordinary convenience, 2) low prices, and 3) comprehensive selection. Note : every marketing decision you make regarding your brand has to align with and support your positioning statement. Objective decision process - battery life, voice quality.