Discuss the relationship between the positioning concept and positioning strategy.
Answer to relevant QuestionsSelect a product type product–market (e.g., ice cream). Discuss the use of functional, symbolic, and experiential positioning concepts in this product category. Discuss the considerations that should be evaluated in targeting a macro-market segment whose buyers’ needs vary versus targeting three microsegments within the macro segment. A. Review Microsoft and Nokia alliance described in a STRATEGY APPLICATION in this chapter. Identify the strategy underpinning this alliance. Is this an effective counter to the strength of competitors like Google and Apple? ...Compare and contrast vertical and horizontal strategic relationships between independent companies. The RELATIONSHIP APPLICATION describes how the design consultant IDEO assists companies in new-product design. Discuss the advantages and limitations of having this activity performed by a consultant rather than internally.
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