Market of supply — definition?
All products/services offered by competitors.
Market of demand — role?
Represents final clients and intermediaries influencing purchase.
Upstream market — function?
Suppliers providing raw materials or components.
PESTEL — analysis?
External macro-environmental factors affecting business.
Surveys and sampling — purpose?
Gather quantitative data from representative samples.
Observations — data type?
Qualitative insights through watching behaviors.
Interviews — focus?
In-depth understanding of respondent perspectives.
Focus groups — method?
Group discussions to collect diverse opinions.
Documentary research — use?
Analyzing existing reports and records.
Market validation — scenarios?
Abandonment, full validation, partial validation.
Full validation — realism?
Often unrealistic; assumes perfect market fit.
Partial validation — meaning?
Market supports some aspects; needs adjustments.
Strategic positioning — goal?
Create a sustainable competitive advantage.
Marketing positioning — focus?
Shape consumer perceptions and brand image.
Positioning decisions — traits?
Long-term, impactful, aligned with target and product.
Positioning — characteristics?
Simple, original, credible, durable.
Common positioning errors?
Under-positioning, lack of credibility, confusion.
Segmentation criteria — types?
Geographic, demographic, psychographic, behavioral.
Test your knowledge with 9 questions on Market Strategy and Positioning Fundamentals.
1. What is the key feature that differentiates the market of supply from the market of demand?
2. When a company aims to deeply understand customer motivations and perceptions before launching a new product, which data collection technique should it primarily use?
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