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Quantitative Marketing (Subject) / 4. Differentiation & Positioning (Lesson)
Key concepts
Positioning Strategy
Positioning Using Perceptual Maps
Applications of Perceptual Maps
Perceptual Mapping Techniques
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- Definition: Differentiation Creating tangible or intangible differences on one or more attibutes between a focal offering and its main competitors. > What you do to an offering
- Definition: Positioning A set of strategies a firm develops to differentiate its offering in the minds of its target customers. > What you do to the minds of customers (goal: to occupy a distinct, important and sustainable position)
- Definition: Mapping Techniques that enable managers to develop differentiation and positioning strategies by helping them to visualize the competitive struture of their markets as perceived by their customers. The maps are derived from data of customer perceptions.
- Definition: Perceptual Map A perceptual map is a graphical representation in which competing alternatives are plotted in a Euclidean space. > Observe other people's perceptions of products in the market and infer underlying dimensions.
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