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in the vertical dimension or y-axis, the component's position within the value chain, corresponding to its visibility to the end-user (whether customer, consumer, business, government or other); in the horizontal dimension or x -axis, the component's evolution or commoditization (ranging from "genesis" through "custom build" and "product" to ...
Typically the position of a company's product, product line, or brand is displayed relative to their competition. [1] Perceptual maps , also known as market maps , usually have two dimensions but can be multi-dimensional or use multiple colours to add an extra variable.
In marketing, segmenting, targeting and positioning (STP) is a framework that implements market segmentation. [1] Market segmentation is a process, in which groups of buyers within a market are divided and profiled according to a range of variables, which determine the market characteristics and tendencies. [ 2 ]
The precise origins of the positioning concept are unclear. Cano (2003), Schwartzkopf (2008), and others have argued that the concepts of market segmentation and positioning were central to the tacit knowledge that informed brand advertising from the 1920s, but did not become codified in marketing textbooks and journal articles until the 1950s and 60s.
Brand management aims to create an emotional connection between products, companies and their customers and constituents. Brand managers & Marketing managers may try to control the brand image. [2] Brand managers create strategies to convert a suspect to prospect, prospect to buyer, buyer to customer, and customer to brand advocates.
This page was last edited on 4 September 2014, at 16:05 (UTC).; Text is available under the Creative Commons Attribution-ShareAlike 4.0 License; additional terms may apply.
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