the way marketers use the perceptual maps to develop effective positioning strategies. Introduction: Brand personality: is defined as creating an identity for the product that the market which is targeted will prefer over other competing brands. It is also regarded as a unique image that captures a service's or a good’s benefits and character. Product positioning: is defined as a process used by the marketers to determine how to best communicate their products' characteristics and feature to their target customers based on competitive pressures, customer needs, and available communication channels. It is also defined as a marketing strategy targeted at influencing how a particular market segment recognizes a service or a goodas compared to its competitors.

Question

Want to see the full answer?

Answer 1

Question

Chapter 7, Problem 12QA

Summary Introduction

To discuss:the way marketers use the perceptual maps to develop effective positioning strategies.

Introduction:

Brand personality: is defined as creating an identity for the product that the market which is targeted will prefer over other competing brands. It is also regarded as a unique image that captures a service's or a good’s benefits and character.

Product positioning:is defined as a process used by the marketers to determine how to best communicate their products' characteristics and feature to their target customers based on competitive pressures, customer needs, and available communication channels.

It is also defined as a marketing strategy targeted at influencing how a particular market segment recognizes a service or a goodas compared to its competitors.

Expert Solution & Answer

Want to see the full answer?

Check out a sample textbook solution

See solution

Students have asked these similar questions

A firm has developed a new roofing material that also produces electricity from sunlight. This material is very light and inexpensive. Besides roofing, it could also provide an inexpensive carport covering for open-air parking lots. The firm has hired me as a consultant for the successful national launch of this product. I am are required to present a report to the senior management describing when and where this product should be launched. Identify different segments of the market for launching this product. Recommend which segments of the product should be targeted first for maximum returns to the firm and support recommendation.

Give some thought to your management information system (MIS), which you’ll need to gather, process, and present data about marketing, finance, operations, administration, and human resources for decision-making purposes. What kinds of databases will be most vital to your management of this startup firm? What limitations should you be aware of when planning your MIS? Write a few sentences summarizing your use of MIS in the new business.

For each scenario provide quotes for the items that need to be ship, use two possible forms of transportation. You can use the following shipping companies to help you obtain a quote. UPS https://wwwapps.ups.com/ctc/request?loc=en_us FedEx https://www.fedex.com/ratefinder/home?link=4&cc=US&language=en Scenarios 1st option of transportation 2nd option of transportation 1. Twenty-four air compressors, each in a shipping crate 36" by 36" by 60", weighing 400 pounds each, to a customer 1,000 miles away. Choose a city relevant to your location. 2. Two crates of rare orchids, 12" by 24" by 48", each weighing 27 pounds, to a florist in New York City (if you are in the west) or Los Angeles (if you are in the east). The orchids can be without refrigeration for only twelve hours. 3. Two 12-ounce, 4" gears that are needed at a plant 300 miles away for a customer’s machine that has broken down and stopped an assembly line 4. 2 classic…