Orignal POSITIONING
- 최초 등록일
- 2023.08.27
- 최종 저작일
- 2021.12
- 5페이지/ MS 워드
- 가격 4,000원
목차
1. Using Perceptual Mapping to Determine Positioning
2. Positioning
3. Brand Image
4. Suggested Activity
본문내용
Using Perceptual Mapping to Determine Positioning
The environment is filled with an excess of advertising and promotional images, messages, and symbols that, in the name of offering a variety of choices, tend to distract consumers in the choices they make. One goal of positioning is to win the consumer’s attention and loyalty to your tourist product (often by creating a brand image). To be successful, a product must be remembered. It has to be distinguished from all other similar products. Research shows that products are remembered by categories. Each category contains a ranking with a leader or preferred product at the top, a challenger near the top, and several followers in the middle and bottom. People will buy leading products if they can find them and afford them, and challenger products as substitutes. Fewer people will choose to buy follower products.
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