2 pages47 viewsSummer 2018
DepartmentBusiness - Marketing - MKC
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n Process of improving your relative advantage in the minds of your
¡ Changing both your actual (e.g., innovation) and perceived
offering (e.g., branding, relationships)
¡ Uses all three “Cs” as inputs: customer, company,
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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