As a company seeks to establish a category membership designation, how does the company approach points-of-difference? What is typically done first?

What will be an ideal response?

The typical approach to positioning is to inform consumers of a brand's membership before stating its point-of-difference. Presumably, consumers need to know what a product is and what function it serves before deciding whether it dominates the brands against which it competes.

Business

You might also like to view...

A manufacturing firm aims to become a high-performance work system. To do this, a survey team asks employees for comments and suggestions on how they can improve the firm. Some of the newest hires say they feel left out of decision-making processes, while some of the experienced employees say their objections towards the firm switching to cheaper manufacturing equipment went unheard. Which of the following conditions would help the firm strengthen the formation of its high-performance work system?

A. The newest employees should be encouraged to focus on their tasks rather than being involved in improving work methods. B. The management should allow experienced employees to participate in planning changes in equipment, layout, and work methods. C. The new employees should be left out of planning changes because they are not accustomed to the firm's way of doing things yet. D. The firm should hire a third party to gain an outsider's assessment on what needs to be done. E. The survey team should ignore the employee comments and push for the changes they would like to see instead.

Business

Dell's new line of computers is selling for up to 20 percent lower than similar computers sold by its largest competitors. Since Dell's goal is to maximize its sales, it is probably using which type of strategy?

a. status quo pricing b. price lining c. penetration pricing d. price skimming

Business