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Positioning Product
The strategy of designing and representing a product or service to occupy a distinctive and appealing image in the minds of the target market.
Differentiators
Features or attributes of a product or service that set it apart from competitors in the eyes of the target audience.
Perceptual Map
A means of displaying in two dimensions the location of products or brands in the minds of consumers to enable a manager to see how they perceive competing products or brands, as well as the firm’s own product or brand.
Consumers
Consumers are individuals or organizations that purchase or use goods and services for personal or organizational needs.
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