Consider a book store in your area. What competitive frames of reference does it face? What are the implications of those frames of reference for its positioning?
Answer to relevant QuestionsCan you think of any negatively correlated attributes and benefits other than those listed in Figure 2-6? Can you think of any other strategies to deal with negatively correlated attributes and benefits? Which companies do you think do a good job managing their customers? Why? Take a trip to a supermarket and observe the extent of private-label brands. In which categories do you think private labels might be successful? Why? Which retailers have the strongest image and equity in your mind? Think about the brands they sell. Do they help to contribute to the equity of the retailer? Conversely, how does that retailer’s image help the image of the ...Can you identify any other advantages or disadvantages with the comparative methods?
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