Flashcards: Market Strategy and Positioning Fundamentals — 18 cartões

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.