Summary: Marketing And Business
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Read the summary and the most important questions on Marketing and business
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1 Week 1
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What does a company need?
To differentiate -
When does a company move to the productivity frontier?
When it improves its operational effectiveness -
What does OE with the productivity frontier?
It shifts it outward -
What is a reason why OE is insufficient?
The more benchmarking a company does the more they look a like -
What do new entrants usually find that more established companies overlooked?
Unique positions -
When does variety-based positioning make economic sense?
When a company can best produce particular products and services using distinctive sets of activities -
When does a needs-based positioning arise?
When there are groups of customers with different needs, and when a tailored set of activities can serve those needs best -
What is a critical element of needs-based positioning?
Differences in needs will not translate into meaningful positions unless the best set of activities to satisfy also differs -
How will a valuable position attract imitation by incumbents?
1.A competitor canreposition itself to match the superiorperformer
2.Straddling , thestraddler seeks to match the benefits of asuccessful position whilemaintaining its currentpositition -
What are the three reasons that trade-offs arrive?
1. Inconsistency in image or reputation
2. Trade-offs arise from activities themselves
3. From limits on internal coordination and control
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