Feb 202015
 

What is meant by Points-of-difference (POD)? The aspects of the product offering that are relatively distinct to the offerings of like competitors. What is meant by Points-of-parity (POP)? The aspects of the product offering that are largely similar to the offerings of like competitors. Should a brand emphasize POD or Read full article…

Feb 202015
 

What is positioning? Positioning is defined as the target market’s perception of the product’s key benefits and features, relative to the offerings of competitive products. The important aspects of this definition are: Positioning is the perception held by consumers The focus is on the perceptions of the target market Only Read full article…

Feb 192015
 

Perceptual mapping is a key analytical tool in understanding market positioning. While the best piece of software to use to construct a perceptual map is Microsoft Excel, the structuring of the graph is sometimes a little bit tricky. Either a bubble chart for a scatter chart is the most appropriate Read full article…

Jul 292014
 

  When I was a marketing student, a long time ago, I did not study integrated marketing communications. Instead, I studied advertising and sales management as separate subjects. That was the way it was taught in university and that was the way it was practiced in real organizations. (In the Read full article…

Mar 072014
 
Services Marketing versus Customer Service

  What’s the Difference between Services Marketing and Customer Service? When you study Services Marketing at university, essentially you are learning about firms that primarily sell a service as their core product. The whole essence of a services marketing textbook revolves around “pure” service firms. However, when we hear the Read full article…

Aug 132013
 
Value Proposition

  What is a “Value Proposition”? A key aspect of a successful marketing strategy is the clear definition and communication of a sought-after value proposition. A good way to think about the firm’s value proposition is consider what is different and beneficial about the firm’s (or brand’s) offering/s in the Read full article…