IDENTIFIES THE BENEFIT & PRICE COMBINATION PRODUCT RELATIVE TO COMPETITORS.
TARGETED SEGMENT (FAMILIES) MANAGERS CONSIDER POSITION OF BUSINESS IN MARKET - HOW PRODUCTS RECIEVED?
MARKET MAPPING SHOW POSITION. MANAGERS IDENTIFY TWO KEY APSECTS TO JUDGE E.G. GREAT VALUE OR EXPENSIVE
HOWEVER LESS / SAME BENEFITS AS RIVALS = UNCOMPETITIVE
HIGH QUALITY LOW PRICE NATURALLY HARD
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