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Principles of Marketing and E-commerce by Pearson
book

Principles of Marketing and E-commerce by Pearson

by Isita Lahiri, Sujit Kumar Ghosh
May 2024
Beginner content levelBeginner
472 pages
19h 53m
English
Pearson India
Content preview from Principles of Marketing and E-commerce by Pearson
106 Principles of Marketing
Superior : The difference must be better than the alternatives available in the market.
Affordable : Customers should be in a position to purchase this differentiated product.
Pro table : The difference should generate pro t for the company.
Pre-emptive : Competitors nd it dif cult to copy the difference.
6.5.4 Degree of Differentiation
A company has to decide how many differences it will highlight to position a product. The options avail-
able may be as follows:
Unique selling proposition (USP): Al Ries and Jack Trout are in favour of one consistent posi-
tioning message. According to them, marketers should promote the central bene t of the product.
In that situation, ...
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Publisher Resources

ISBN: 9781299487246Publisher Website