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Final

MKC3140 Final:Premium

2 pages47 viewsSummer 2018

Department
Business - Marketing - MKC
Course Code
MKC3140
Professor
Felix
Study Guide
Final

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MKC3140 Notes
Positioning
n Process of improving your relative advantage in the minds of your
targeted customers
¡ Changing both your actual (e.g., innovation) and perceived
offering (e.g., branding, relationships)
¡ Uses all three “Cs” as inputs: customer, company,
competitors
n Nearly everything you do impacts your positioning
¡ Channel (place): Samsung dropping Kmart
¡ Price: No discounts at Tiffany
¡ Promotion: Tiger Woods at Nike, Starbucks
¡ Product: Bose, Apple
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