I. Repositioning French Wine
II. Marketing Challenges Addressed in Chapter 9
III. Differentiation: The Key to Customer Preference and Competitive Advantage
A. Differentiation: The key to customer preference and competitive advantage
B. Differentiation in goods and services
IV. Physical Positioning
A. Limitations of physical positioning
V. Perceptual Positioning
A. Levers marketers can use to establish positioning
VI. Preparing the Foundation for Marketing Strategies: The Positioning Process
A. Step 1: Identify a relevant set of competitive process
B. Step 2: Identify determinant attributes
C. Step 3: Collect Data about customers’ perceptions for products in the competitive set
D. Step 4: Analyze the current positions of products in the competitive set
E. Step 5: Determine customers’ most preferred combination of attributes
F. Step 6: Consider fit of possible positions with customer needs and segment attractiveness
G. Step 7: Write positioning statement or value proposition to guide development of marketing strategy
VII. Analytical tools for positioning decision making
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2001 A McGraw-Hill Online Learning Centre