Transcript
Page 1: High-Tech and High-Touch Product Positioning

Kevin Lawrence0801624

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What is a high-touch product? Explain the difference between high-tech product positioning and high-touch product positioning. Illustrate what could be gained from positioning a product using both strategies?

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Define high-touch products Define high tech productsState what is positioningExplain the difference between each type of productIllustrate the benefits that could be gained by

implementing both strategies

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term coined by John Naisbitt in the early 1980s in his book "Megatrends". It refers to having to deal with or interact with a human being as opposed to having to deal with computers /machines

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Consumers are generally energized by emotional motives

Appeal to senses more than intellect

Does not entail referring to an instruction manual

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High tech is the most advanced technology currently available

There is no specific class of technology that is high tech — the definition shifts over time — so products hyped as high tech in 2010 would now be considered, low tech and somewhat obsolete now.

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SophisticatedTechnologically complexMost times difficult to explain or understand

When shopping for them customers often have specialized needs or interests and rational buying motives

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The process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization

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Emphasis is placed on the products image ,specialized info appear minor.Products are linked with the joy or pleasure

found in “life's little moments”Example Nestle

adds showing friends chatting over a cup of coffee in a café , placing the product at the centre of everyday life (emotional appeal is understood worldwide)

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This position can be enforced by careful selection of visual or verbal content

Appealing to senses, emotions and cupidity

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Frequently established againstrecognized objective standardsperformance related attributesfeatures

Suitable for technical products, such as

ComputersCars

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Creation of products that will satisfy buyers rational criteria while evoking an emotional response

Technologyapparel

Improved Aesthetics/Design

Make the customer experience more fun, more convenient, more engaging, and more frequent.

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Bartle, J., Griffith, D. (2001), "Economic, social psychological and marketing models of voter behaviour compared", in O’Shaughnessy, N.J. (Eds),The Idea of Political Marketing, Praeger, .

William D. Perreault Applications in Basic Marketing (2004)

Grönroos, C. (1990), "Marketing re-defined", Management Decision, Vol. 28 No.8

Keegan,w . Green, M. Global Marketing, 5th edition

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QUESTIONS?


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