MCS 3500 Chapter Notes - Chapter 4: Indifference Curve

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 3500
• Professor: Tyler Hummel

Document Summary

Differentiation: creating tangible or intangible differences on one or more attributes between a focal offering and its main competitors. Positioning: a set of strategies a firm develops to differentiate its offering in the minds of its target customers. Successful positioning will result in the offering occupying a distinct, important, and sustainable position in the minds of the target customers. Mapping: techniques that enables managers to develop differentiation and positioning strategies by helping them to visualize the competitive structure of their markets as perceived by their customers. The maps are derived from data of customer perceptions of existing products (and new concepts) along various attributes, perceptions of similarities between brands, preferences for the products, or measures of behavioral response of customer toward the product. Unique: only supplier offering true, four colour packaging. Superior: relative to competition, we deliver 20% more on time delivery. E(cid:395)ual (cid:271)ut (cid:272)heape(cid:396) (cid:894)(cid:272)o(cid:373)(cid:373)odity(cid:895) st(cid:396)ategy: (cid:449)e (cid:449)ill (cid:373)eet o(cid:396) (cid:271)eat a(cid:374)y (cid:272)o(cid:373)petito(cid:396)"s p(cid:396)i(cid:272)e.