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Market-Based Management 6th Edition by Roger Best
Edition 6ISBN: 978-0130387752Market-Based Management 6th Edition by Roger Best
Edition 6ISBN: 978-0130387752 Exercise 17
The three interactive marketing performance tools and the application exercises outlined here will strengthen your understanding of product positioning, brand name development, and brand equity. To access the tools, go to www.MBM-BEST.com.
Product Positioning (Figure 7-3)
A. Use the Strategy 1 column to create a product positioning strategy for a new fast food restaurant, Teriyaki Rice Bowl. The product will be healthier, meat or meatless, and cost the same as a large hamburger and small fries.
B. Use the Strategy 2 column to create a product positioning strategy for Teriyaki Rice Bowl but for a different target customer. Use the comments section to discuss which strategy is more likely to succeed with respect to sales.
Product Positioning (Figure 7-3)
A. Use the Strategy 1 column to create a product positioning strategy for a new fast food restaurant, Teriyaki Rice Bowl. The product will be healthier, meat or meatless, and cost the same as a large hamburger and small fries.
B. Use the Strategy 2 column to create a product positioning strategy for Teriyaki Rice Bowl but for a different target customer. Use the comments section to discuss which strategy is more likely to succeed with respect to sales.
Explanation
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Market-Based Management 6th Edition by Roger Best
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