2013.07.08:Three Positioning Strategies 來源:Book Business The essence of strategic positioning is in action — performing unique activities or performing similar tasks in different ways. Here are three examples: Value-based positioning is founded on the choice of product or service rather than on customer segments. Firms publishing only math textbooks for colleges would illustrate this position as they demonstrate their excellence in one sub-segment of the academic market. Need-based positioning arises when you address the needs of a complete segment. A firm practicing this would serve most or all the requirements of a particular group of customers. For example, a firm publishing a complete line of textbooks for vocational schools meets these criteria. The third theory of creating a brand image is access-based (i.e., segmenting customers who may be categorized in different ways). Access is a function of your customers’ geography or size, as demonstrated by a publisher of titles about bicycling trails in New England. Serving a small rather than a large geographic segment may be the best way to configure its marketing, order processing and after-sale service.
Posted on: Mon, 08 Jul 2013 03:07:55 +0000
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