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Chapter 3

Chapter 3
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Department
Marketing
Course
MKT 510
Professor
Marla Spergel
Semester
Fall

Description
th Thursday September 13 , 2012 Chapter 3: Brand Positioning and Values Brand Position: -is at the heart of the marketing strategy Target Market: -market: is a set of all actual and potential buyers who have interest, income and access to a product -market segmentation: divides market into homogenous categories, consumers who have similar needs and consumer behavior Criteria for Segmentation: -identify: can we easily identify the segment? -size: is there sales potential in the segment? - accessibility: are the outlets and communication media available to reach the segment? -response: how will the segment respond to the marketing programme? Points of Parity & Points of Difference: -POD: attributes/benefits that consumers associate with the brands and believes that they could not find to the same extent with a competitive brand -POP: not necessarily unique to the brand but may be shared with other brands Brand Positioning: -2 issues in arriving at the optimal competitive brand positioning • Define and communi
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