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21 Terms

1
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Market Positioning

The process a business goes through when launching a new product or service, deciding its position in the market regarding price, quality, branding, and customer perception.

2
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Market Mapping

A tool for identifying the position of a product within a market using a two-dimensional diagram comparing product attributes to rivals.

3
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Market Map

A two-dimensional diagram that shows the attributes or characteristics of a product in comparison to rivals’ products.

4
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Market Saturation

A condition where no spaces are left on the market map, indicating high competition and low profits.

5
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Market Niche

A gap in the market that may indicate an opportunity, but requires careful research before business commitment.

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Usefulness of Market Mapping

Identifies market gaps, allows comparisons between products, and provides a visual illustration of product positioning.

7
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Limitations of Market Mapping

May require expensive primary research, can only use two criteria, and provides insight at a specific point in time.

8
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Competitive Advantage

Features of a business and its products perceived as superior to rivals by customers, making the product distinctive and defensible.

9
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Distinctive

A characteristic that makes a product different from competitors.

10
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Defensible

A feature that allows a business to prevent competitors from copying its product.

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Sources of Competitive Advantage

Innovation, reputation, strong stakeholder relationships, adding value, differentiation, market segmentation, and price leadership.

12
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Product Differentiation

An attempt by a business to distinguish its products from competitors through unique functions or features.

13
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Unique Selling Point (USP)

A feature that helps a product stand out in marketing efforts.

14
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Tangible Product Differentiation

Clearly visible differences in a product.

15
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Perceptual Product Differentiation

Differences created in the consumer's mind about a product.

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Adding Value

The difference between the price charged to the customer and the cost of inputs required to create a product or service.

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Marketing and Branding

Building brand identification and customer loyalty to charge higher prices, thus increasing added value.

18
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Functions and Features

Unique features that allow a firm to charge higher prices, increasing added value.

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Customer Service

A good reputation for customer service that enables a business to charge higher prices, increasing added value.

20
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Customization

Allowing customers to design their products, enabling higher pricing and increased added value.

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Packaging

Superior packaging that enhances the customer experience and allows for higher pricing, thus increasing added value.