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3.4 Positioning (refer to your Kotler text for definition of terms in this section)
· Describe how your product/service meets the need(s) of your target market segments.
· Describe how you are different from your key competition. What is the most distinguishing feature of your new product?
3.5 Marketing Mix
Product
· What makes your product different from the competition?
· What gives your product more value than the competition?
Price
· How will you determine what price to charge for your product?
· How will go determine what your product is worth?
· How will your pricing strategy set you apart from your competition?
Place
· How do you plan to distribute your product? Do you have alternative delivery methods in mind? If so, describe in detail.
· Will you take responsibility for distribution, or will you reply on an outside firm? How will you decide?
Promotion
· What kind of promotional tools will you use? Describe in detail.
· How will you determine what promotional tactics will work best?
· With a limited promotional budget, how do you plan to gain market share?
· How will you go about evaluating the results of your promotional campaign?
3.6 Marketing Research
· What type(s) of marketing research to you think will work best to get you the information you need to make informed decisions?
· How will you evaluate whether the research is providing you with the results you need?
· Will you conduct the research yourself, or hire an outside firm? Explain why.
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